I’m sure by now you’ve heard the arguments for starting a blog. It can position you as an expert in your industry. It will bring value to your website and help improve your search ranking. You’ll get more traffic to your website, which can increase leads and sales. So why haven’t you started? As I speak with potential clients, I hear the same excuses over and over again.

Here are some common concerns about blogging and how you can shift your thinking in order to take advantage for publishing content.

1. Eliminate the thought that you have nothing to say in a blog

I hear this all the time. I’ll give a presentation about marketing that includes blogging as an effective tool to growing a business.

Someone in the audience will inevitably ask “what am I supposed to write about?” Their first thought is “I have nothing to say.”

Stop! It’s just not true.

You can’t tell me that you’ve had a successful business for the last 20 years and not provided your customers with useful information. You’ve been a great resource to your customers. That’s why they keep coming back. So take that knowledge and put it in writing.

My team talks about campaign insights and buyer personas all day long. But the average business owner doesn’t know what these mean or how to use them effectively, which means they will make great topics for blog articles.  

How do I come up with blog topics?

It’s easy. You listen. Wait for the next time your client asks you a question about your product or service. Is this a question you get over and over again? Is this a topic that people regularly ask you about? If your client has a question, then others probably do as well and there’s an opportunity to demonstrate your expertise on the subject.

Remember that you eat, sleep and breathe the details of your business but your potential customers do not. So stop thinking that you have nothing to say. You have plenty to say. You just need to start writing.

2. Understand that specific = terrific

This blog post would be pretty boring if it was generic and didn’t offer any insight into the work we do. Anyone can write a post about blogging. In fact, people do it all day long!

But the blogs/websites that are most effective don’t include generic content. They get specific and address very detailed problems. Engaging content is specific with advice, stories and examples of your personal experience.

If you’re a real estate agent, you might write a post about how to price a home competitively. But don’t simply list the factors you’ll consider.

Give examples.

Talk about a time you worked with a client that previously priced their home too high. What was the outcome? What’s the takeaway? Remember, facts tell but stories sell!

3. Commit to a blogging schedule

Aside from the excuse “I have nothing to say,” the next most common excuse I hear is “how do I make time to blog?”

Sure, blogging is a commitment. You need to brainstorm a topic, write the article, edit for grammar and punctuation and then post it on your blog. That takes time.

But if you committed to spending 20 to 30 minutes each day then you can accomplish a good portion of this work very easily. Check out this sample schedule:

Monday – 30 minutes spent brainstorming and writing

Tuesday – 30 minutes spent writing and refining your ideas

Wednesday – 15 minutes spent finalizing and editing

Thursday – 15 minutes to give it one last look and post it to your blog

Friday – 15 minutes spent sharing to your network on Facebook, LinkedIn or Twitter

In less than two hours each week, you can create useful content that will help position you as the go-to source for information in your industry.

What if you did this every week for a year? That’s 52 blog articles and great content you can use to promote your business. You can share the content on social media, in your print or e-mail newsletter and you’ll be building SEO value for you website.

And when you’re ready to take your blogging to the next level, you can use a content calendar to manage all the awesome content you’ll be creating.

Have more questions about starting a blog? Leave a comment below and we’ll be sure to respond.

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