Creating content for weekly blog posts

January 6, 2015

Creating content for weekly blog posts

Writing a blog post every week can be overwhelming because it’s one extra thing to have to do, and entrepreneurs often wonder if it makes any difference in the number of people they actually reach.

Yet one of the most important ways to bring traffic to your website is by creating new content, so that’s why, in spite of not wanting to, many business owners bite the bullet and do it anyway.

The following facts about blogging speak for themselves:

  • 57% of companies with a blog have acquired a customer from their blog.
  • B2B marketers who use blogs generate 67% more leads per month than those who do not.
  • B2C companies that blog generate 88% more leads per month than those that do not.
  • 69% of businesses attribute their lead generation success to blogging.

So given the facts, it makes good business sense to blog. And the reason I suggest blogging weekly is because the more fresh content you have on your website the more visitors you will eventually have. Businesses that blog weekly, or even as much as four times a week, are more likely to convert their traffic to leads. According to Traffic Generation Cafe, after you write 52 or more blog posts, blog traffic generation increases by up to 77%. Not bad, eh?

The following are five things you can do to make it easier to blog weekly.

1. Write down five or more categories or themes that your blog will explore.

Think about your brand, what you have to offer your target market, and why they would come to you. Staying on topic is important to building your audience and to reflecting your company’s personality.

2. Under the five or more categories, write a list of possible blog titles.

As an example, if you design clothes for a living, perhaps you have a category called Trends. Underneath that you can list this year’s fashion trends so that each of these becomes a blog post. Try to list up to 10 blog titles under each category so that you have at least 30 possibilities.

3. Choose what topics you think your audience will engage with the most.

From the list above, select 24 titles, or, depending on the month, however many will give you one blog post a week. Check out an earlier guest post I wrote on how to write awesome blog titles.

4. Creating an editorial calendar.

This is one of the most important things you can do to make sure you stick to blogging weekly. Without this it’s easy to slide and not blog for a month or more. I create a calendar in Excel and research ahead of time what resources and images I want to add to each post, including a hyperlink in a column beside each blog title. As a reminder to myself I also dedicate an extra column to the relevance of this topic to my target market, and why I chose to blog about it. As your business evolves you will tweak this calendar, so don’t worry if some of your topics get swapped for other ones. The important thing is that you have a calendar to work with.

5. Add your weekly commitment to your calendar.

Look at your calendar and decide what day works best for you to write your blog post. For the next six months, write BLOG POST down on this day and create an alert on your phone so you can remember to do it before it comes time. Also, write the title of the blog post on the calendar day.

If you do all of these things then you’re more than halfway there. If you find you really can’t spare the time to write a blog, then there is always the option of hiring someone to write blog posts for you. This is better than not having a blog at all. Yet, I do encourage you to try it out for a couple months and see how it goes. As you become more familiar with blogging, things will come up during the week that you’ll want to note, and add to your blog post when it comes time.

And, before you know it, you’ll be a blogging pro!


Lissa M. Cowan

Lissa helps her clients tell authentic brand stories that spark curiosity and engage ideal audiences. For over 12 years she has worked as a communications expert specializing in online content, communications planning and social media strategy. She believes that a great story attracts ideal audiences and creates success for clients. You can find her on LinkedIn and follow her tweets via @lissamcowan.