Got blogger’s block? You wouldn’t be the first to admit it.
You don’t have to blog daily, but it certainly helps. According to HubSpot’s 2013 State of Inbound Marketing report, 82 percent of marketers who blog daily acquired a customer using their blog, as opposed to 57 percent who only blog monthly. That’s pretty good incentive, right?
But daily blogging—even weekly blogging (what we typically do)—adds up to an awful lot of writing. And it can make blog work seem like a chore, instead of an opportunity, which is totally self-defeating. After all, blogs are supposed to be inviting. Readers can smell a begrudging blog post just from the meta description.
So. Don’t force inspiration. Keep it simple. Be genuine. Write less. Blog more. Here’s how:1. Incorporate Interviews
When you’re stalled on your next bit of brilliant advice, borrow someone else’s. Done well, expert interviews can be a blogger’s best tool. Simply find a subject matter expert and pitch your questions. (If your interviewee doesn’t want to draft her own responses, you’ll have to do some note-taking and editing—but that’s still a place to start.) You could even interview some of the great minds on your own staff, like we did recently with our outsourced marketing superstars. Fresh perspective is always a good thing.2. Embrace Open-Ended Posts
If you grew up learning the merits of the five-paragraph essay—with its requisite intro, body, and conclusion—you might be uncomfortable posting blogs you can’t wrap up in neat little packages. Stress not! Your audience is totally cool with open-ended posts. In fact, when you’re trying to engage readers and elicit responses, a tightly concluded message may have the effect of boxing people out. Go ahead and conclude with a question. Or better yet, open with a question, then embed a reader survey that pulls people into the conversation. While you’re at it, go ahead and write those one-word sentences. This is not your 8th grade English teacher’s website.3. Think Slideshows, Videos, & Web Demos
Burnt out on telling stories? Try illustrating some for a change. HubSpot’s Amanda Sibley recently made the data-based case for visual content in marketing, including this telling stat: Posts that include videos attract three times more inbound links than text-only posts. Of course, adding visual content requires legwork and planning, too. But you might find that you love the new challenge… and that visual content outperforms your written words.4. Seek Professional Help
We’re not doctors, but we do diagnose unhealthy blogging. Symptoms include tear-stained keyboards, uncontrollable twitching, excessive procrastination aided by celebrity gossip blogs… If you’re sick of your own syntax and you’re blogging just to get it done, it’s time to contact an outsourced marketing agency. Your audience will thank you.