There are two things I can say to any client or prospect and almost always anticipate receiving a grimace and/or eye roll. 1) We need to do videos. 2) We need to write blogs. But why? Why is it those two things invoke such negative, nearly subconscious reactions? Likely, it’s far outside of the comfort zone for most people.
I would argue, however, that’s only because most people have little to no experience with either marketing tool. For this post, I’m going to share a tried-and-true way to finally overcome blog writing paralysis.
Start at the Beginning (or the End)
Like creating a strategy, you have to begin with the end in mind and lay out a plan. (So, you could also say you need to start with the foundation which is strategy. Whatever makes you feel more comfortable.) Ask yourself: What do I need to say?
If you don’t know the answer to that question, think about what your customers/clients ask and say. If you find yourself having the same conversations or answering the same questions over and over – you likely have a blog topic.
A blog post should inform, inspire, entertain, or encourages engagement. By choosing a topic that you already discuss with your customers (your target audience), you’ll hit one of those goals.
Once you know what you need to tell people, it’s time to make the outline. This is not a scary thing and will actually make the process easier. An outline is as simple as:
- Title of my post (what I need to say). For titles, it’s always better to be clear than clever. If you can do both, great! If not, BE CLEAR.
- How many points do I need to make my … well, point? Is the thing you’re saying three-pronged? Do you have two perspectives to share? Are there 5 helpful tips? (Hint: it’s best to use odd numbers.)
- How will you support your points? Now is a great time to grab any links to relevant information (your own and others) to potentially include in the post. Drop them at the end of your outline with a few word summary on their main points. This will save you time and help you avoid spending too much time on BuzzFeed quizzes when you started out with the intention to do blog research.
- Write the introduction – this is still part of the outline process. You will need to tell readers (very directly) why they need to spend time reading your post. Don’t bury the lead! Something witty, something that resonates, something that entertains goes in the introduction and carry that tone throughout your post. Use your brand personality.
- The outline helps you format the post, but it also helps give you a structure that will help your audience learn. Subheads, lists, graphics… these items (created by making the outline) will break up your post and make the info digestible for your audience. Think: what key things do I NEED them to remember?
- Next, it’s time to start writing.
Change Your Shoes
Nope, not a wardrobe change. This is where you need to use your business’s buyer persona. You have to be able to switch gears and put yourself in your target customers’ shoes. What information will resonate with them and how should it be presented? In your blog, quickly identify your target audience’s main problem that your post will address. Make sure to use language that is relevant to their industry, business, education level, and position.
This point in your blog is a great place to offer a text-based call-to-action to download a free offer: discount code, video, white paper, or other value-based item that will appeal to your customer. Need to talk more about creating offers? Let’s chat.
Google is Your Friend
If you get stuck, it’s a good idea to ask some questions to keep things moving. Before you ask someone on your team, a partner, or reach out to your customers, it’s a good idea to do some preliminary research so you can be sure you’re asking educated questions.
Why would you need to Google information about your own blog topic? Well, you aren’t writing this for you. You’re writing this to educate customers and reach potential clients. You need to know what questions are already being answered about your topic and what people still want/need to know. See what your competitors have done, and then think about a way you can answer the question differently, better, or more personally.
If you still need additional information or inspiration, make sure you have specific questions ready, and then…
(Gasp) Ask for Help
You’re supposed to be a professional writing a simple post about a topic you know well. Asking for help seems unnecessary and maybe even a bit unfair to your team members, who all have their own work to do. However, asking for help (after you’ve done all you can do on your own) is sometimes the best thing you can do. Your blog will be stronger for having someone else share their ideas and thoughts with you. You may even find a third party will be your best writing partner.
A team member, who isn’t directly involved with your topic, may be able to offer you valuable insight from an outsider’s perspective. Bonus: try to find someone to talk with who has experience in the industry, fits the buyer persona, or has written a lot of blog posts. They’ll help get you back on track!
Use Your Words
Sometimes the best way to get past the paralysis of blog writing is to spin your wheels and just write. Freewriting gives your brain permission to be productive in the ways it wants to be, rather than the ways you’re trying to force it to be.
Perhaps you sat down to write a blog post, but all you keep thinking about is answering that email from this morning. Go write the email. Or, maybe you’re suddenly dreaming up new ways to form a cross-functional team in the office to accomplish a quarterly objective. Go draw up the plans!
Writing is like anything else- it’s a muscle that should be exercised frequently and rigorously. Writing something is almost always better than writing nothing.
Quick Reminders:
- Stick with 4-5 lines of text per paragraph. Digital readers have short attention spans.
- Don’t forget to see how your post looks on a mobile device. Still digestible?
- 2-3 external (not to your site) links is plenty per post. The rest need to be helping your business (at least from an SEO perspective).
- Tell them what you’re going to say, say it, tell them what you said.
Be a Great Artist
“Good artists borrow; great artists steal.” First, don’t plagiarize or duplicate content (this is morally reprehensible but also not helpful for a business-building SEO). But, this means that you need to find an expert source, hopefully one that inspires you and in the industry – perhaps even a competitor, from which you can siphon creativity.
Sometimes, just reading a well-written post will give you a format you can use, graphics to make your own, or a way to structure information that will resonate with your target audience. But, just to be clear, do not plagiarize information! Credit sources and do a check through Grammarly or other trusted tool to see how unique your content truly is. If you aren’t adding value to your customer, why are you writing?
So, that’s it. You can write a blog post on any topic for any audience. You just have to know how to build a foundation that sets you up for success and how to plot your contingency course for when you get lost. Now, go write that blog.
Bonus tip: Don’t forget to edit your posts by reading them aloud at least an hour after writing or having someone else edit!
{Also, you should end your posts with a call-to-action. What next step should the reader take? Sign up for an email list? Download a free resource? Schedule a consult? An image usually works best at this point in the post.}