7 Lessons Learned in 7 Years of Blogging
I started my blogging journey at Great B2B Marketing seven years ago this month. It’s been quite an adventure and like anything someone does for seven years (and over 250 posts), there are some useful lessons learned along the path.
- Persistence is key. Blogging can be a pain to be sure, but it really does get easier over time. I often tell clients that are new to blogging that it might seem like pushing a boulder uphill in the short-term but a post that takes you three hours to draft today can be completed in 90 minutes once you’ve done it a dozen times.
- Posting something is better than nothing. Voltaire’s quote, “The perfect is the enemy of the good” applies to blogging. You’re not Shakespeare and you’re not Hemingway. You (and I) are just business people with a unique message to share. This is not to say that you should throw quality standards out the window. Be clear, be clean and be helpful and every once in a while, one of your posts can go viral. But you need to put your content in play for it to be seen by anyone. In other words: No excuses – just do it!
- Be bold, fresh and relevant. It is tempting to write about stuff that has been around for some time, but you will get way more attention if you find a fresh angle to a topic of current interest. And make sure you are adding real value, not just rehashing what the reader can learn at a dozen other websites.
- Add a dose of personality. While you need to stay businesslike, readers want to know they are hearing from someone who is likeable and forthright. A bit of humor and irreverence is good but don’t overdo this to the point you turn off your audience. Most important: be yourself. Your unique voice is what people want to hear.
- Remain consistent. Consistency is important in two ways. First, in terms of your content. You want to be known for one or a couple of topic areas (in my case, B2B marketing and lead-to-revenue), not for having an opinion about everything. Consistency area two is to set a workable blogging schedule and stick to it. Resist the urge to post a bunch of blogs in a short time period. I call this a flame-out – when a company posts 3-6 blogs in a span of a few weeks, and then stops posting. It looks unprofessional. Instead, set a reasonable schedule (even 1-2 times per month is okay to start) and stick to this relentlessly. You can pick up the pace as your comfort level increases.
- Pay attention to the critical details. Writing the content is the hard part but there are a few things you can do to drive more attention, including:
- Add a relevant image. Images are important for search purposes and to grab reader attention. Please be sure to license the image or get permission for its use.
- Always add categories, tags and meta descriptions. This will make your post easier to find. Click here for a great article on how to craft effective meta descriptions. As an example, here is the meta description I used for this post: “Follow these seven lessons to ensure blogging success in terms of readership and impact”.
- Cite your sources. You can certainly use a few words or sentences from someone else’s material without permission, but make sure you acknowledge the source.
- Utilize an editor. I don’t care how good of a writer you are – you can probably benefit from a second pair of eyes for issues like typos, grammar and readability.
- Borrow from smart people. You will be faced with situations when you can’t think of something to write about (join the club!). In this case, find someone else’s article that appeals to you and base your post on this person’s content. Of course, if you are copying entire sections of material, it is best to get permission. Authors love to have you re-purpose their writing and this is a great way to make a new business contact.
President at Fusion Marketing Partners
Christopher Ryan has 25 years of marketing, technology, and senior management experience. As both a marketing executive and services provider, Chris has created and executed numerous programs that build market awareness, drive lead generation and increase revenue.
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