Part Three: HOW To WRITE?
All these ideas it can be overwhelming – where do I start, how do I manage it all?
I start by creating categories. Look over your lists and ideas and start grouping them together under category labels.
Company – focused
Look at things critically and see what ideas slot in nicely and what doesn’t fit in anywhere at all.
Remember to keep in mind your niche and your brand. Do these all match up nicely with what you want your business to convey?
Choose three to five categories that seem to fit best. From here its time to create a very simple Blogging Calendar: this will be the core of your blog planning.
Everyone will have a different way to structure this and there are a ton of different tech tools that can help. For me, an excel document with a month by month plan works best.
Think about how many times a week you want to post. Be realistic. How much time do you have? Maybe you want to post once a week? Two or three times a week can be a good target.
Your categories can slot into your Blogging Calendar as you see fit. An example would be:
Thursdays: Company- focused posts
Every second Monday: Tips and Tools
Once you have the basic categories planned, start adding blog titles to go out on certain dates. If you have further details like links or descriptions put them there too. The more information you have the better. If you can fill up 12 weeks of content planning – perfect. If not, try for 8 as a minimum. Look at upcoming events and see where guest posts can be fitted, or thematic posts around a holiday, but keep your categories consistent.
The more in-depth your planning is now, the easier it will be later when you are trying to write. Here’s an example
For many this is the scary bit.
Now you have a plan, you have to actually do the writing!
Posts don’t have to be long. 500 words is a good length. One page.
But the key is scheduling YOU. As well as your Blogging Calendar you need ‘Content Creation’ slots in your own calendar.
If you want to publish a post on a great salad recipe or a book review on Wednesdays, you need to schedule an hour into your Monday to write it and half an hour on Tuesday to edit it, find some images and get it looking pretty.
If you have Customer Profiles planned for every Thursday, you need to send out fifteen interview requests at the beginning of every month because it’s likely only five will reply, and even then will take more time than you expect.
Plan and Schedule. Stick to It.
It’s not going to happen just because it’s in the Blogging Calendar.
Be realistic, with your planning and then commit to keeping to your plan.
If you do, eventually you will have an in depth blog with on-brand articles you can tweet about, share on Facebook and email to clients for whom it could be relevant. You can re-post articles on your Linked In profile (with a link back to your blog), or guest post on another blog.
You will have a way to connect deeply to your customer and help your customer identify who you are and why you are doing what you are doing.
We have covered the Why, Who, What and How in this three part series. Has this helped you identify useful content for your business blog? Have you set up a Blogging Calendar?
This article was written by WoolfWorks founder, Michaela Anchan and was featured in Executive Lifestyle.