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