• Leilani Romer

Write Better Blogs for Your Content Marketing

“Don’t focus on having a great blog. Focus on producing a blog that’s great for your readers.” -Brian Clark

As much as we like to think we have control in life it simply isn’t the case. We can get a case of the Napoleon complex, we tend to think we’re bigger than we really are. But then life happens. Your kids will throw that tantrum in the middle of the store. Fido will tear your new pillow apart. Fuzzy McFuzzkins (your cat) will shred (or throw up on) your couch, and your dedicated readers will ignore your hard work. If you’re worried about making a blog you think will be great, you’re going to miss the mark. It’s not about you. It’s about your readers. Producing content YOUR READERS want to hear about is more valuable than creating content YOU want to hear about.

Source your topics

So what do your readers want to read about? You could ask them directly, but that isn’t always practical, or fruitful. There are several tools at your disposal to help you find sources for topics relevant to your industry and particular niche.

1. Feedly.com - This site is a great resource to help you understand industry chatter you pick a particular news-source or blog to ‘follow’, or choose to ‘follow’ certain keywords on Google. This allows you to track the discussions around the keywords and influencers in your industry.

2. Quora - This platform allows people to ask questions and crowd-source the answers. You set up your profile and choose topics you want to follow. Then keep an eye out for questions that come up often, or have multiple responses. Use those as springboards for your blogs.

3. Reddit - Follow the Subreddit (or subreddits) that your readers would also be following. Anytime a post comes up that’s worth exploring more deeply than a comment might be able to handle, create a blog!

4. User-Generated - While you can’t always ask your readers what they want to hear, sometimes being direct does produce great results. You can also note sources like social media comments, client/customer interactions, feedback and online reviews. Did a client ask you about a new topic during your call last week? Perhaps you’re getting feedback about certain difficulties your customers are having. These are great chances to clear the air or explain something new in detail on your blog.

Stick to a format

Not all blogs look the same. But each blog of yours should be familiar to your readers. It goes beyond having a branded voice. You’ll want to have a rough format you typically follow that can be adapted to the various kinds of posts you make.

Outline your post

Once you know the format you like to use, make a template document you can re-use every time you write your blog. It should have the structure outlined for you and include all the SEO, media, and link assets such as target keyword, meta description, and backlinks. Follow the same kind of procedure you might use in high school english class. Fill out the ‘titles’ first, put your thesis statement into the intro and maybe sketch out any quotes or points you want each section to cover.

Write, Edit, Repeat

With all of this in place, you can easily begin the actual writing process. Even if you have to step away from the blog for a time, the structure and ideas are there when you get back. So write away, and once you have the first draft, be sure to go through and edit it down. Read it aloud to yourself, find any sticky points that trip you up and re-write those parts. If you have editing software you prefer, make sure to run it through there. Have someone else on your team go through it, then read it through one more time to ensure you haven’t lost the heart of the post.

Distribute effectively

“Content is king, but distribution is queen and she wears the pants.”

Jonathan Perelman

You can write all the blogs you could ever dream up, but if you don’t get them in front of your readers, you’re wasting your time. Make sure you’re sharing your blog on social media. And if you pulled the source from Reddit or Quora, find the thread you got it from and post a link there.

Lasting content

Lasting content matters more than great -but fleeting- content, but content won't last if it isn’t seen. Keeping your blog well organized allows you to go back later and look at older blogs which can be updated or re-posted with new insights.

No Napoleon Complex here, just great content that lasts!

Here at Romer Social, we know the importance of lasting content - Blogs that make an impression and hold ‘evergreen’ truths. - You won’t find a Napoleon complex here, just great content that lasts. Schedule a call with us and find out how we can push your content marketing to the next level.

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