Ask SCORE | How can I make business blogging more manageable?

According to Hubspot, B2B marketers who use blogs receive 67% more leads than those who don’t. Also, companies who provide relevant content in their blogs get 97% more links to their websites because readers share it.

These seem like very strong incentives to start and maintain a business blog.

Blogging can be an important part of a small business content marketing strategy. It can help you by increasing your online authority, building trust and credibility as readers see your expertise and knowledge of your industry.

It can also improve your chances of ranking better in online searches. Websites that generate new content regularly are favored over those that do not. 

Blogging, however, takes time, creativity, and effort. An infographic from Blogging.org shows that while 60% of businesses have a blog, only 35% actively update their blogs, and 65% haven’t updated their blog in over a year.

As with any content marketing effort, blogging requires consistency to generate results. If lack of topic ideas or time constraints have prevented you from maintaining your company blog, here are a few ideas for making those obstacles less of an issue.

• Look to your customers for ideas. What frequently asked questions do they have about your products or services?

• Don’t reinvent the wheel if you don’t have to. See what others in your industry are talking about. Provided you don’t copy their ideas, unique perspectives, or wording verbatim, you can address the same topics by providing your own take on the subject.
Note that including a mention and link to the blog that was your inspiration can generate goodwill—and it will likely result in that person/company sharing your post, too.

• Share a customer success story. Consider reaching out to your clients about being featured in posts like this one. Featuring how your products or services have helped a customer solve a problem demonstrates your effectiveness in a way that doesn’t appear self-centered.

• Capture ideas promptly in a good old-fashioned notebook or an app like Evernote. With so many other aspects of running your business on your mind, you might forget those amazingly brilliant blog topic as quickly as you thought of them. Write them down immediately.

• Schedule time on your calendar to work on your blog posts. If you make your blog a part of your professional routine, you’ll be more likely to stay on track.

• If you have an employee who is adept at writing, consider delegating the blog responsibilities. Or consider contracting a freelance writer to ghostwrite your blog posts for you.

• To save time writing, use a speech-to-text app or the feature in Gmail on your mobile device to dictate an initial draft that you can go back and edit later.

While these tips won’t make blogging effortless, they will help you in your efforts to generate ideas and make the blogging process more efficient. When you do, you’ll get more sales leads and search engine links to your website.

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