Business owners sometimes struggle with their blogging strategy, specifically with frequency and quality of their posts. They know blogging should be an important part of their marketing strategy, but they don’t know how much time should be committed to this process. Some don’t stay with the process because the ROI takes time to surface. Others don’t want to sacrifice quality for urgency.
I teach my clients to go for consistent frequency. This can be done in 3 steps:
- Write what you can support. If your business is low on active clients, the tendency is to “ramp up” your blogging efforts. This can become a difficult strategy as you start picking up clients and running low on time. Start out with what you can do when you are busy and build on it; in other words, start with that end in mind.
- Use an editorial calendar. Scheduling your posts ahead using an editorial calendar will help you see on what topics your articles are based, potential article overlaps, articles that can be expanded on, and upcoming holidays (if your blog is more B2C or retail-based). You can also see on which social media channels you have scheduled each post, for which day(s) and time(s), thus avoiding unplanned overlaps.
- Use a social media scheduling tool. Not every social media channel has a built-in post scheduling tool; this means you have to post your articles natively on the day and time you have on your editorial calendar. Using a tool such as Hootsuite (this has a mobile app!) or Social Ally USA will help you schedule your posts to the appropriate social media channel(s), for the day(s) and time(s) outlined by your editorial calendar. BONUS: Both Hootsuite and Social Ally will allow you to keep track of activity on each of your channels, and suggest content for posting.
If you find your active client base is shrinking, don’t react to it. Proact to it, strategically.
Be strategic. Be visible. Be found.
Ready to start using content marketing in your business? Contact me for a complimentary consultation!
Lisa Raymond is the owner and creative genius of Visibly Media. She has been in graphic and website design for over 25 consecutive years, social media management & marketing since 2007, married over 30 years, 4 children, 4 grandbabies, and Queen in her organized realm of chaos!