Build Your Blog Into A Marketing Monster – One Post At A Time

Updated: Jun 24, 2019

Blogging your way to massive amounts of organic search engine traffic is still entirely possible in 2019, but you'll need a well thought out plan to make it work. Staring at a blank document with an empty mind is a recipe for disappearing into the social media black hole of cute cats and dogs, and before you know it, it's lunchtime.


No, that's not the way to do it. Before you start writing, you need a list of themes and ideas from which to draw inspiration. The trick of the trade to create an awesome blog post is to write the headline the night before, along with a few subject notes, so that your subconscious mind gets a chance to work on it while you sleep.


Keep A Record Of Blog Ideas And Working Headlines

Consistently producing a steady stream of blog ideas and coming up with click-worthy headlines is a skill that you can learn, hone and practise. An accomplished blogger who can generate two to three genuinely useful and informative pieces of content weekly will have three or more years experience of content writing in the bank, and that is the bar you are aiming to clear.


The first step is to keep a note of all your blog ideas, and this will be the foundation of your blog. Get into the habit of writing ideas down, so you don't forget them. I like to use Trello to keep track of all my note-worthy thoughts, and I have a different board for each website design project or subject so that the ideas don't get mixed up.


Often the best ideas come when you least expect them, so creating notes is a good habit to get into. Using Trello, you can quickly create notes when walking the dogs, sitting on the toilet or taking a shower, and those notes will quickly sync across all your devices.

Using Trello For Blog Management

As well as Trello, one tactic that I recently started to incorporate into my routine is to keep my diary on the bedside table so that I can quickly scribble handwritten notes if I need to rather than thumbling with a smartphone keyboard.


Over time you will build a quality writing stock of ideas from which to write your blog posts and never have to sit there thinking "what shall I write about today?"


Eating The Frog And Becoming A Super Productive Blogger

If the thought of sitting down and writing a blog post can put you into procrastination mode, you should read Eat That Frog! By Brian Tracy.


Tracy is one of the best-known authors in the field of setting goals and personal achievement and Eat That Frog Is one of his shortest books, running to just over 100 pages. However, the advice to eat a live frog every day before doing anything else is an absolute classic.


The frog is a metaphor for your most significant and most complex task of the day. The one that always gets put to the back of the pile in favour of shorter tasks that are easier to do.


Before you start writing your blog post, imagine a sizeable hideous frog sitting in front of you. Pick it up by its hind leg and dangle it over your mouth. Open your mouth wide and swallow the frog whole, it has to be done, there is no alternative. If you don't eat the frog, then your most important task will not get done!


Eating frogs every day for breakfast (doing the challenging work) is what makes the difference. If you keep leaving your frog (your blog post) to the end of the day because it is your most important and most challenging task, then the likelihood is that it will never get eaten.


Write Your Company Blog Yourself

The only person that is interested and dedicated enough to make a blog worth reading is you because you are the one with the vision and the one with the insight who is reading this.


If you are the CEO of a large company, then you probably don't have the time to write a 500-word blog post a couple of times a week to express your ideas. But you do have a voice recorder and several people that can take your rough sketch and fashion it into a decent blog post.


But don't let your staff ruin the piece by turning it into middle of the road music for middle-agers. Add your personal touch and have an opinion. All the most successful bloggers have an opinion, some opinions are better than others, and mine are better than most.


If you are the sales or marketing manager for a medium-sized company, then this is your chance to shine and make the gig your own. Put together a few blog ideas and refine them with help from your team.


Producing a blog on your company website is akin to having your very own lead generation machine. Do not leave it to the office junior to cobble something together. Also saying you can't write is a poor excuse. The more often you hit the publish button, the better you get at doing it.


If you are a small business owner, then this is the most essential item on your agenda. Sure, your time is taken up with a lot of other urgent things that have to be done yesterday but putting aside the time to write an excellent blog is the absolute best use of your time.


Only you understand your product complexities and why you are bringing them to market so taking the time to extol your product virtues and explain them is a powerful marketing tool if you would put it to good use.


Blogging Tips To Get Started

  1. Make a publishing schedule. Similar to any other business activity decide when you are going to get it done by and put it on your calendar of jobs to be done.

  2. Ask your customers what they would like to read about. This should generate a goldmine of blog ideas.

  3. Have patience. The most successful blogs are born out of two or even three years of consistent development. You are producing a body of work that can be a legacy for your company or product for years to come.

Always keep in mind that the ultimate goal is to educate, inform and gain trust. Blogging is not a sales pitch or a race to see how many new email sign ups you can get. It may seem daunting and unrewarding in the beginning, but the payoff is there for those who are prepared to invest in the long view.


To summarise - keep a record of all your blog ideas and write a headline for your next blog post the night before you go to bed so that your subconscious mind can work on the idea while you sleep. Make writing your blog post the most critical task of the day (your frog) and create a publishing schedule that you can stick to. Publishing twice a week on Monday and Thursday is a tough schedule for a beginner to keep up with so don't try and be too ambitious to start with, a once a week blog is a great start.


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