by Guest Blogger, Lena West
(NOTE: Goodies for you at the end of this post...)
We are currently working with a mid-sized chemical testing laboratory to bring them "up-to-speed" with social media - developing a blog, using it for thought leadership, etc.
When we first started talking with them about leveraging social media, our internal client - an experienced doctor with a good deal of industry experience - was clearly very nervous about writing content for the new blog even after several solid talks about potential topics.
I can't tell you how many times I've heard: "You know, Lena, social media is great but what will I write about? And, how will we keep up with creating content for the blog?" So much so, I've started calling it Blogger's Block. (I probably didn't invent that term but that's what I call it.)
Here's the quick three-part solution we use to help clients through this - you can use it as well:
1) Shift your mind. I've read many times in the past that no matter what business you're in, you're ultimately in sales and publishing and the more I work with growing businesses, the more I realize the searing validity of this statement. Read it again, accept it and operate from that truth.
2) Determine your core topics. Figure out what topics you can talk about that will best position you as an expert in the mind of your target market. Some people call these pillars or core positions. Whatever you call them, these should be topics that separate you from 'the pack' and topics that you can talk about in your sleep.
3) Create your blogging editorial calendar. Remember, that you're ultimately in publishing and every good publication works from an editorial calendar - a list of topics that they plan to cover on certain dates. You don't have to be Conde Nast to create an editorial calendar for your blog. We have one for our blogs (and guest blogs) and we work with our clients to create their own editorial calendars. Having a blogging editorial calendar not only helps you to avoid the blank-screen-syndrome but, it also helps you to be more strategic about your posts. With your editorial calendar, you can write about particular topics when you need to synergistically support other business goals.
This is certianly not an exhaustive list of elements of a comprehensive blogging editorial calendar - you also must consider strategic timing, 'going out on a limb' and business promotion through your blog among other things - but, the above three points help you to gain some focused direction for your blog while avoiding the stress of trying to come up with things to write about on-the-fly week after week.
P.S. And, here's the solution to Eater's Block. As a thank you for supporting my effort to help my friend keep her house, I have arranged for two Lipsticking readers to attend a F-R-E-E 30-day program that will help you create healthy eating habits that will last you a lifetime -- all you need is a phone and a desire to eat better. No strings attached. No MLM. No supplements or vitamins. No sales pitches of any kind.
The Healthy Eating Program is hosted by my very own Wellness Coach, Cheryl Miller (you've heard me mention her on this blog), and I will be a part of the class myself. If you are a business-owner, you'll find Cheryl's approach especially well-suited for the sit-in-one-place-all-day, order-take-out entrepreneurial lifestyle. Here's the link to more information about the class: http://cherylmillerville.com/healthy-eating-program If you want to grab two of the F-R-E-E seats, send an email to my assistant, Kim: KCarson@xynoMedia.com with the subject Healthy Eating ASAP. Class starts Tuesday, May 1st, so first come, first served. If you get a reply from Kim, you're in. If you don't, you're not...no need to follow-up. Go!