Are you ready to commit to a blog?

Are you ready to commit to a blog?

The second of three articles on blogging for business

You think you want to join the blogosphere. Before you commit, let’s talk logistics.

How frequent should blog posts be?
A few of us can get away with posting something every six months because we are geniuses upon whose word the world hangs (cough cough), but most of us need to demonstrate some consistency in posting for readers to take us seriously.

For businesses, I typically recommend a minimum of twice per month; once per week is better; and multiple times a week gets you the gold star. But as a consultant, I can’t help but say “It depends.” It depends on your purpose, your resources, and your subject matter.

What’s a good blog length?
There are differing opinions, but when I blog for myself or others, I find somewhere between 300 and 600 words feels about right. Long enough to say something, short enough to read in just a few minutes.

But, rules are meant to be broken. Case in point: Seth Godin. Seth generates a lot of great business ideas (and some marginal ones). You may know his books Purple Cow or Linchpin.

The blogging lesson to learn from Seth is this: A blog post doesn’t have to be long. Sometimes Seth writes three (yes, 3) sentences, sometimes 1000 words. Seth can get away with this because he blogs DAILY. If you blog monthly and put out a three-sentence post, it’s unlikely you will impress your readers.

Tips for consistency and efficiency

  • Create an editorial calendar. Plan your blog topics in advance. Map out a series of blogs on one topic or on related topics that flow together. Define categories you want to write about—if you have four categories, maybe you target one blog post per category per month. Don’t forget to identify the dates on which you will publish.
  • Write several posts at once. If you are targeting one blog post a week, write four posts on one day and schedule them for publishing, say, every Tuesday at 8am. You can do this all in advance and not have to touch it the rest of the month.
  • Pay someone to write your blogs for you. You give them a topic, they draft an article, it goes through a round of reviews, then it’s posted. And it’s posted under your name (ghost-writing, anyone?). You might pay someone to write one “big” blog a month and then you write 1-3 short blogs yourself. When I write for clients, we map out the editorial calendar in advance; then our periodic interaction is quick and easy.
  • Use guest bloggers. Maybe ghost-bloggers aren’t in your budget, or maybe you just want to present different perspectives. Find other people who would like to write a guest article for you in order to get more exposure, visibility, and links back to their own website.
  • Repurpose your content. It can feel like a lot of work to write a blog. Leverage that work by repurposing your content in other ways. Next week’s article will give you ideas how.

If you’re going to blog, the most important thing is to do it consistently. What other concerns do you have about starting a blog? Are you ready to get started?

About the Author

Karin Wiberg is the owner of Clear Sight Consulting LLC. As a business strategist, coach, and writer, she helps business and non-profit executives gain momentum by getting clarity, taking action, and telling their story effectively. She is passionate about helping people have “light bulb” moments and likes to work with clients who want to be challenged. Karin is working on her first poetry collection; check out her writing on her personal blog.

Feel free to connect with me on LinkedIn by clicking on my picture, and please let me know you found me on the Apogee website!