Blogging Blues? Here’s How to Rekindle Your On-Site Content Marketing Strategy

Going through a blogging dry spell? It happens to the best of us.

You outline a killer content marketing strategy, have blogs scheduled out weekly, and even start to get likes and shares on some of your published pieces.

Then you get a bit too busy and decide you can skip your blog just this once. Only fast-forward eight months later and your blog has been abandoned altogether, or at the very best, you’ve managed to halfheartedly draft a one-off post in hopes that your readers and rankings don’t completely get lost in the shuffle.

It’s a slippery slope, and it’s one that most website owners can attest to. If you know anything about internet marketing, you know how important fresh content is to search engine rankings. The more that you post new content on your web pages, the more often that your site will get crawled and indexed, and if you create your content to be SEO-friendly, this gives you a better chance at being associated with and ranked for your key terms.

So, why did you let your blog go? Was it because you didn’t have the time to keep it going? Were you not getting the results that you wanted? Or did you simply lose interest? Whatever the reason, the need for on-site content is not going anywhere, so now’s the time to commit to revamping your blogging strategy. To help you out, here are some proven tips to help resurrect your blog and keep it alive.

Scheduling Creates Accountability

It’s no secret that some of the most successful individuals out there partly credit their victories to something as simple as sticking to a schedule, and the same concept can be applied to your blog.

Open-endedness and vagueness have never done a business good, so if you want your content to be effective and consistent, it helps to adopt a specific structure for publishing in order to solidify expectations.

Take us here at Upspring for example. As our business started growing, we had a period where we missed a few weeks of posting on our blog. As we became aware of the issue, my content marketing partner and I adopted a weekly routine where he posts on Tuesdays and I publish on Thursdays. Creating the schedule helped us to stay accountable, and it continues to work–we haven’t skipped a post since.

Share the Joy

You don’t have to carry all of the weight on your shoulders. If you have a teammate, partner, or employee who shares similar industry knowledge, why not ask them for their ideas, or even to write a post of their own? Sharing the responsibility of keeping the blog up-to-date will prevent you from feeling overwhelmed, and allowing fresh voices and perspectives to post on your website will create a more dynamic, well-rounded perspective for readers to engage in.

It’s natural to want to maintain as much control over your blog and brand as possible, and the thought of allowing others to publish for you can seem rather daunting. You don’t have to let the pieces slip through without your oversight, though. Editing and proofreading before posts go live will prevent any cringe-worthy surprises from popping up on your blog.

Investigate What Content Works For Your Niche

Not all content marketing strategies will work for all niches, and you’ll craft a much better blogging blueprint if you do a bit of investigating into what type of content seems to be working for your unique industry.

How do you find this information out? The good news is that you don’t have to be a master detective to get your answers. It could be as easy as looking into what your competitors are publishing. Which blogs seem to get the most shares, likes, comments, etc., and likewise, which seem to not attract much attention at all? For your benefit, you can take these observations into account when mapping out your own strategy.

If, on the other hand, you’re looking for a more official way to determine what kind of topics and tactics to go after, there are a few tools available online (such as this one) that will do this research for you. These can help you brainstorm ideas by providing you with analytics on how many social signals and how much traffic certain blogs/articles generate.

On a similar note, it’s hugely beneficial to track the popularity of your own blogs as well. Google Analytics allows you to see which blog entries have high bounce rates, how much traffic each blog is drawing in, how long readers are staying on each entry, etc. You can use this information to compare and contrast the topics and formats that are hits with the ones that missed the mark.

Know What You Like (or Don’t Like) About Your Industry

Let’s face it–if you aren’t the teeniest-tiniest bit interested in what you’re writing about, how do you expect someone to feel inspired to read it, and how can you feel motivated to continue writing about it?

No, we’re not suggesting that you call it quits on writing altogether; instead, look at your niche from a bird’s eye view, and try to pinpoint the areas that ignite any feelings of passion. Whether it’s anger, frustration, excitement, intrigue–the point is to harness anything that evokes emotion and twist it into something that can benefit readers.

Is there an overrated trend in your industry that you think is destined to burn out? Write an opinion piece on it.

Is there a new tool that makes your job much easier? Tell your readers about it, or write a review.

Can you turn a personal anecdote into a relevant lesson for your audience? If so, turn that into a blog.

The more that you can use your skills and knowledge, as well as your personal feelings about your field, to your advantage, the more engaging your writing will feel and the more inspired you’ll be to keep doing it.

Coming to a Close…..

At the end of the day, keeping your blog updated is a vital part of satisfying search engines and building your audience. It’s far too easy to neglect, so be proactive in getting creative and expanding your strategies in order to stay on track. Be purposeful in your approach, stay consistent, and don’t be afraid to have a little bit of fun with it–remember that no one can put your blog in a box but you.


"If you have knowledge, let others light their candles in it." — Margaret Fuller
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