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How to Make Blogging Easier on Yourself

Posted by Joe Clarkin on 11/17/14 10:00 PM
Topics: social media, Marketing to Students

People think blogging is easy. All you have to do is write a few words every day and you're done, right? Nope! Coming up with fresh and interesting topics is a difficult task on its own; writing a well-written article on those topics is even harder. So that's why we've found a few helpful tips that will help you create great content as often as you like. We've pulled an excerpt from Ginny Soskey's Hubspot post below, and we hope that you will read everything she has to say in her article, which you can find here:

1) Pick post topics based on well-converting offers

If you're reading this post, chances are you're using your blog to do something for your business. Maybe that's growing your blog email subscribers, becoming a lead in your database, or some other offer early on in the buyer's journey. Whatever your goal, you should use it as a jumping off point for your blog content.

With only so much time in the day to blog, it's crucial for you to focus on the posts that'll get you the biggest return -- which will usually the ones that are closely tied to the top-of-the-funnel offer you're asking people to convert on.

Here's how that works: Let's say you're a unicorn breeder and you're using your blog to generate leads. One of your top sources for lead gen is a landing page for an ebook called The Ultimate Guide to Adopting a Unicorn You'll Love for Life. If you wanted to get more bang for your blogging buck, you'd want to use that ebook topic as a jumping off point for future blog posts.

So instead of writing a post about "20 Famous Unicorns to Follow on Instagram," you'd prioritize writing a post about "20 Signs You Know You're Ready to Adopt a Unicorn." Both formats have BuzzFeed-like appeal and probably would get a decent amount of traffic, but the latter is much more closely tied to the ebook, so you'll be much more likely to get a larger volume of qualified leads from that post.

2) Choose blog post formats based on how much time you have

If you're working backwards from your point of conversion to determine what you blog about, you're going to end up with a slew of topics that you can tackle in a bunch of different ways. In a perfect world, you'd spend a lot of time writing 3,000 words for each topic, complete with custom graphics, videos, and other interactive components.

But we all know we don't live in a perfect world. You've got other projects to tackle and deadlines to hit, all while trying to accomplish certain blog goals -- so you've got to develop a range of formats for most topics you cover that can be accomplished in a variety of time frames. That way, you can pick your format based on how much time you have in the day to do it.

For example, if I know I need to write a blog post on a topic about adopting unicorns but I only have an hour to do so, I wouldn't try to tackle that 3,000-word deep dive. Instead, I'd try putting together a quick tip on the subject, or curating an infographic from someone in the industry. The quick tip or curated infographic would take me 30-40 minutes to finish, and they'd still perform as well as that deep dive.

So next time you need to write a blog post, think about how long you have to spend on it and adjust your format accordingly. (Bonus: your audience will appreciate the variety.)

3) Pivot post formats based on your resources

Sometimes plans don't work out. Maybe that interview you were banking on having juicy quotes from turned out to be frightfully boring, or that huge, data-driven post you were planning to write didn't end up having that much data available. Even for experienced bloggers, it can hard to avoid these pitfalls. Instead, you should develop the ability to pivot post formats quickly.

For example, I once did an interview with someone that I thought was going to be a killer Q&A format. I figured I could just quickly transcribe our conversation, plop them in below the questions I asked, and then boom: the post would be done.

But that's not what happened. When I began to transcribe the interview, I found that there was lots that still needed to be clarified to make it an engaging piece -- so I decided to turn it into a list of takeaways instead. Yes, I needed to do more formatting and actually create a narrative for the piece, but it ended up doing way better.

The key takeaway here is this: Be flexible about your blog post formats -- it could turn a dull piece into something awesome.

About Joe Clarkin

Joe Clarkin is a former copywriter at MBS. When he’s not working or studying, you’re most likely to find him reading a book or watching a game.

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