Client after client whispers the same sordid confession to me: they love their businesses, they love their audience, and they never wanted to feel this way, but they can't hide it any longer ... they hate blogging.
Blogging has become so venerated as the cornerstone of an online business that it seems inconceivable not to have a post at least every now and again. And while there's some good initial intentions behind that, things have gotten to the point where almost any business failure is blamed on not being on top of your blogging game. Not getting the engagement you want? Your blogs probably aren't connecting. Not getting sales? Your blogs aren't getting people ready to buy. Can't get eyes on your site? Your blogs are boring.
Talk about pressure.
Here's the dirty secret -- it is 100% possible to have a successful business without doing the typical blog thing. (More on that in a sec). But if you do want to have a blog, then you need to find a way to make the process suck less so you'll actually do it, and actually be able to benefit from it. And how do you do that?
Step 1: Get over yourself.
A lot of people I talk to get all up in their heads about blogging. And in one way, I really appreciate that. Access to other people’s brainspace is an incredible, insanely underappreciated privilege, and there does have to be a fundamental understanding of respect between you and your readers.
But to carry that further — to somehow get it in your head that you have to provide massive treatises every week, or that you can only post something if it’s absolutely perfect, or that you have to come out with the newest, biggest, shiniest idea ever every single time — that chokes the life out of what could be an enjoyable, mutually beneficial relationship.
(And — brace yourself — that kind of thought process often masks darker, nastier beliefs, like you don’t deserve a voice, your message isn’t good enough to be heard, or you don’t actually matter.)
So step one: understand that what you’re doing requires a tremendous amount of respect. But once that’s there, you need to lighten up — otherwise all the human goes out of your writing, or it never gets out of your head at all.
Step 2: Get a decent system in place.
Here’s the thing. Blogging, while it has its little nuances and techniques, is not rocket science. There are fundamental rules and systems that you can use to come up with ideas and write blogs, so you don’t have to reinvent the wheel every time, or worse, wait for that notoriously flighty mistress inspiration to strike.
There are lots of systems that can help you with this (including mine), but here’s the basic gist of pretty much all of them:
1. Who are you writing to?
2. What do they care about in the context of your relationship with them?
3. How can you say that in a way that is the most immediately, evidently helpful to them?
OK, but what if you absolutely can’t get on board with either step one or step two?
Then STOP BLOGGING.
Seriously. If you absolutely hate every single second of blogging, you shouldn’t be doing it. Because ultimately, your blog is the foundation of your relationship with your readers, and just like any relationship, if you’re phoning it in, they’ll be able to tell.
The good news is, blogging is a tactic, not a strategy. The strategy is to connect with your readers, and there are other tactics you can use to accomplish that end goal — the engagement, the relationship, the prepping to buy. Whatever the marketing people tell you, there is no law of the universe that says that you have to create those things with biweekly 400 word blogs.
So what can you do instead? Loads of things. You can take short videos of yourself. You can do picture posts that have just a sentence or two in them. You can even hire someone else to do your blogs for you.
But how do you know which one is right for you?
This is where all those other lovely steps in the Content Circuit come in — because once you have a handle on what your message is, how your audience needs to hear that, and what the overall point of your communication is, then it’s pretty easy to tell what type of content is going to serve that particular combination of your needs and your audience’s needs.
It may take some experimenting. It will almost certainly involve some bellyflops. But stick with it — your message demands it, your audience deserves it, and your business depends on it.
Love your biz, but hate your blog? Let's fix that.
Learn a simple system for writing content that builds your brand, gets your people in the door, and doesn't require you to dose yourself with bourbon and gummy bears every time you sit down to write!
Is your content an asset for your business or a drain on your time?
So you've followed the advice of the so-called marketing gurus.
Created and crumpled a dozen "client avatars".
Blogged 'til you're blue in the face.
And you're still not seeing a ROI on your content.
People aren't reading, they're not remembering, and they're certainly not buying.
Let's fix that.
Actionable tips, effective strategies, and absolutely irreverent advice for getting your words to actually work for your business, right here.
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