After, "But I'm not really a good writer," a close second in terms of my least favorite content creation excuses is, "But I just don't have enough time, sorry." So, if you've ever uttered that phrase yourself when someone from your marketing team has asked you to create content -- or you're someone who manages the content strategy in some capacity for your organization, and you've heard that from other people -- consider this episode mandatory listening.
"OK, so uh... that's all I've got. Goodbye." Whenever I get to the part where I'm supposed to write a conclusion for a blog article, I'm always tempted to write that. "That's all the good stuff," I want to say. "Everything beyond this point is fluff, because I've emotionally tapped myself out. So, like... go do the stuff I just told you to do." Like introductions, blog conclusions are not exactly a party to throw together. But unlike introductions -- where most of us have a general understanding of what they're supposed to accomplish; we're just lazy -- blog conclusions have a tendency to stymy content creators, because our teachers from elementary and middle school did us wrong. "Just restate what you've already covered, plus your thesis," they said. "That's plenty," they said. No. No, no, no.
I love cooking, and, being the savvy digital age marketer I am, I shy away from recipe books and lean toward finding great recipes online. So, when I’m tired of the same old tried-and-true meals I tend to cook, I’ll venture out into the great wide web in search of fancy new recipes to broaden my horizons.
I’m a marketer who is definitely guilty of shiny object syndrome. I see something new and my first thought is almost always “Ooh, I need to do that!” Then, very often, that thought is followed by me putting whatever I happen to be working on aside and jumping on said new thing at the expense of the 1,000 other priorities on my daily to do list. Sound familiar?
As a content strategist, I spend a lot of time working with internal and external stakeholders helping them solve their most pressing business blogging problems -- in addition to wielding overly-emotional opinions about the Oxford Comma. Some of the most common blogging challenges I hear are: “I know this blog article outline shouldn’t be taking this long.” “My content always falls flat with our audience.” “How am I supposed to tackle such a big topic in a single article?” While everyone needs to make peace with their content God about how creating content still requires actual effort -- sorry, content-creating gnomes aren’t a thing -- there are certain types of challenges that can be fixed easily, if not completely avoided in the first place. In fact, there are two simple blogging tips you can embrace right now that will instantly solve a vast majority of those problems and help you hit your content goals faster.
Keeping an active blog does wonders for marketers and businesses alike. In fact, B2B companies with a blog receive more leads than those that don't. By creating relevant and interesting content on your websites you’re giving visitors an easy-to-find place to start solving some of their pain points, interact with your brand, and build trust and while showing off your expertise. These things, however, only happen if people are actually reading your content. At the end of the day, the fundamental key to a successful blog is creating (and growing) a subscriber base -- individuals who love your content so much, they’ve said they want to receive it directly in their email inbox and will come back time and time again. The easiest way to get more subscribers is to give them a clear, distinct place to subscribe via a dedicated landing page.
Even though I’m a writer who can sometimes make 1,000+ word counts look as easy as riding a bike, don’t be fooled by my graceful exterior. Not only do I not know how to ride a bike (gasp!), I also find myself mentally pulling my hair out when I’m under a deadline to produce blog content for work. And there’s nothing more frustrating about the blogging process than writing an introduction.
Is your business currently blogging? What kinds of topics are you writing about? How much success have you had? I’m willing to wager that if you’re reading this article, you fall into one of two camps: Either you’ve been blogging for awhile and just aren’t seeing the needle move or You’re just getting started with inbound marketing and want to make sure your first steps are in the right direction. Whatever the case, I’m going to give you a comprehensive list of business blog topics you will want to start writing today.