Posts in Content

How do I create more inspiring content for my blog?

It’s easy for blogs to get tired, especially if you’re writing about the same subject matter. You reach a point where you feel like you’ve said everything there is to say, explored every angle and now you’re starting to repeat yourself.

I’ve been there.

The best advice I can give is to stop. Close your document and walk away from the laptop. If you’re bored of writing, it’s going to come across in your words and your visitors will be bored reading it. You want people to feel inspired by your content and compelled to do something as a result of reading it – ideally contact you or share it with their network.

The following are my top 4 tips to inject some life into your blog…

1. Get a new writer

This isn’t a pitch, I promise. If your current writer is tired of writing about the same stuff, get someone else to contribute. Their fresh eyes and new take on the situation will give your content an instant boost. This person could sit within your organisation, or they may be external. They could even be the industry ‘celebrity’ or thought leader that you ask to contribute a guest post.

2. Change the media

Nothing (as far as I know!) says that blogs need to be written – even if there is there’s nothing stopping you from mixing it up with some interesting graphics to illustrate your point. And think about dropping in some videos. They don’t need to be high budget, Hollywood blockbusters. I’ve seen some incredibly engaging videos made on a mobile phone. The bonus of using video is that people get a sense for who you are since your personality is there for them to see on the screen.

3. Write about something else

You might be trying to sell one product, but that doesn’t stop you writing about other things that interest you. In fact, talking about all the periphery areas demonstrates your expertise and knowledge of how your offering sits within the wider business context.

4. Re-purpose existing content

If you’ve been blogging for a while, you’ll have a wonderful library of rich and interesting content. Take the time to look through your older, or best performing, posts and think about whether you could update them, or explore a different angle.

Read more about re-purposing content…

Photo by Kelly Sikkema on Unsplash

What’s a good blog length?

There’s a wonderful article written about this by Gareth Hancock (a.k.a That.Content.Shed), which you should bookmark to read:

How long should a blog post be?

While I absolutely agree with Gareth’s advice, I would also advise thinking about why you’re writing that blog in the first place, and how it fits into your overall content strategy.

For example: 

You might feel like you have a lot to say about the world of cloud computing. But if you’re target audience is someone sitting in the C-suite, they probably don’t have 20 minutes to sit reading everything you have to say. 

So why not think about writing a longer white paper or guide, which is targeted at the people who would influence the decision to purchase and be involved in helping to implement your solution, and then write a high-level summary for the C-suite? Creating this larger asset would also give your marketing team something to re-spin and re-purpose to produce a bigger campaign to raise awareness and generate leads. Plus, research shows that long-form content tends to rank well on search engines.

Alternatively, if it’s all about reaching more senior personnel, can you break your larger blog down into a series of smaller ones, each talking about a different aspect of the overarching topic? This way, you could post something new every week, which keeps you in front of that prospect. You could even get them to subscribe to receive the next instalments and identify people with a genuine interest.

Focus on the value

Ultimately, if you’re writing blog content, you need to think about how you’re going to make it interesting, useful and relevant to the reader. Nobody has the time to read fluff and waffle, and there’s definitely no point in creating content for content’s sake.

If you’re guided by your strategy, and always adding value, you can’t go far wrong!

Photo by Kelly Sikkema on Unsplash