If it’s been five weeks since your company updated its blog, you have a couple of choices. You can shake your head embarrassingly, roll your eyes and commiserate with colleagues about how “the company doesn’t get it.” You can take down the blog because you realize it looks ridiculous to have a blog that is updated so infrequently. Or you can try to fix the problem.
A blog that goes weeks and weeks without being updated is an embarrassment. It demonstrates to the outside world that you really don’t have your act together. So, yeah, that’s bad.
Here are five ways to jumpstart the stale blog and begin to connect with your audience:
Have modest goals.
You probably can’t turn that blog into the Wall Street Journal overnight. So let’s aim a little lower. Can the organization commit to one post per week, even if it’s a modest intro and a link to an article someone else produced? If so, start there. If not, take down the blog; it just isn’t your thing.
Rather than wringing your hands each Friday when you realize the blog hasn’t been updated –again – spend this week putting together an editorial calendar. An editorial calendar is, very simply, a plan of action that stretches ahead for a quarter. Pay attention to holidays and other natural opportunities on the calendar – for instance, in late November, how about a Giving Thanks for ____post?
Start with content curation.
At the end of the day, content curation is not enough to establish Thought Leadership. However, content curation is a valuable service for your audience. By acting as a clearinghouse of important industry information, you’re helping the audience to separate the wheat from the chaff; you’re helping them navigate all that content out there on the Interpipes. Take an excerpt from an article – just a couple sentences – link back to the original source, and then add your opinion. Assuming you’re already paying attention to the industry news and trends, this is a light lift
Identify regular contributors (and incentivize them!).
Waiting around for the CEO’s muse hasn’t worked. As the head of marketing, you’re up to your eyeballs and can’t get around to writing on a regular basis. But you can identify people who are working on the front lines who can pitch in – the head of sales, the head of engineering, etc. Even if all they provide is a few bullet points, you can turn ghostwrite it and turn it into a blog post. But you should also consider what’s in it for them? Here should be some recognition or incentive – after all, they’re busy too.
Spread the word.
The point of blogging is to engage your audience. If a blog post falls in the forest and no one ever reads it, we can confirm that it does not make a sound. So you must engage in social media – including email marketing – in order to take part in the industry conversation.
Let’s be clear – taking these steps is merely a jumpstart to your content marketing efforts. This is not the end game.
But it’s time to take that first step.