We have all been there, staring blankly at a blank piece of paper or screen having been tasked with coming up with the blogging schedule. However once you get started it’s amazing how many things you can write about which gives you the next headache – who is going to write them – but that’s another blog!

Here are some tips to get you started that we have gleaned from our own experience and from reading other inspiring blogs.

  • Think about what do you want to achieve with your blog?
  • I want to recognised as an expert in my field.
  • I want to educate people do something better.
  • I want people to sign up to my newsletter
  • I want companies to approach me to do reviews and blogs
  • I want companies to commission me or use my services

2) Create a content calendar in a spreadsheet or a dedicated content calendar online. We organise our content according to:

Type of content (Industry Events, Holidays & Awareness Days, Marketing Campaigns, Our Events, Trends)

Target reader

Angle

Working Title

SEO

Call to action

3) Then start to look for inspiration and define what you are going to write and when:

  • Mark specific months with national activities. For example Xmas, Easter, Mothers Day, Fathers Day, Back to School, New Year
  • Mark any National Awareness Days that relate to your business or clients and the audience that you are writing for. We use https://www.awarenessdays.com/
  • Look up any industry events and award ceremonies in your industry
  • Look at your marketing plan or business plan – what are you pushing each quarter? Mark these campaigns on your calendar
  • Look at industry events that you are attending or talking at and mark these on your calendar
  • List the expertise that you are offering to educate your readers.

By this point you should have a schedule of different topics that you can write about from holiday based blogs, new year’s resolution for business blogs, blogs about your marketing push and awareness days that you can blog about.

3) Look at what content you already have – case studies, events that you have run, milestones in your business. How can you use this content that you already have to meet the answer to that initial question?

4) Once you have a calendar with some rough content defined, think about who will write this content and what tone you want to use? Some businesses favour a formal corporate tone, others are happy for each member of the team to find their voice. Whichever you choose, be sure to tell your writers before they put pen to paper.

5) Set a template for writing your blogs. Think of this like a story, you need an start, middle and an end.

  • BEGINNING: Introduce your blog subject and tease your readers with the outcome of your blog or an interesting fact they will find out by reading the blog
  • MIDDLE: Describe what you did, said, who you spoke to, who was there, what resources you used (include links to other sites where applicable)
  • END: What was the outcome? State improvement stats. What you learnt. How were you inspired. What you would change as a result of this blog. And then relate it to your business – sign up, call for more information, contact me, print this voucher, download this paper…..

6) Before you start writing revisit that list of SEO words that you wish to be known for and make sure that you use this vocabulary appropriately in your blog.