Three Tips To Simplify Your Blogging Strategy

Published by Martin Communications

So, you’ve heard that creating content on a blog is essential in today’s online, inbound, lead generation focused world. Yes, this is true. So, you got a new website with a blog. Created a Facebook page and Twitter account.

But, creating content on a regular basis is exhausting. And, time consuming.

Generating topics. Getting input from other departments. Coming up with more topics. Putting out fires over which department has the right to talk about what topics. Coming up with more topics. Posting it all on social media. And, then there’s the rest of your marketing responsibilities. It’s overwhelming.

Here’s three painless tips we use to manage this process:

  1. Don’t recreate the wheel. What’s happening within your organization that you can take advantage of? Maybe there is a sales presentation that you can tweak just a bit. Is someone writing white papers for customer education? What about product educational materials? Take them, slice and dice them. Pull out one topic, add an intro and closing paragraph – Voila! Blog post.
  2. Keep an editorial calendar. Plan ahead by creating a calendar and topic ideas months ahead. When is your selling season? What holidays are coming? Relate them to your product or create a great image and wish your readers a happy day. By looking at the year as a whole and creating target topics then drilling down into months and weeks, managing that content schedule will become much easier.
  3. Listen carefully. Blog posts are hidden in everyday conversations. When someone shares during a meeting a unique solution they used to solve a customer problem. There’s probably a post lurking in the solution. Hallway conversations can often lead to posts – even if it’s learning about a birthday celebration or anniversary. Remember – a blog is about showing your organization’s personality. That should include fun, social happenings too!


The key for any good content strategy is to create engaging content that your customers and industry want to read. Keep it authentic and real. Don’t try and stuff a bunch of SEO terms into a post. Just write about your company, your people, your industry. The terms will naturally fit and people will want to engage.

If you want to know more about our strategic approach to content development, get in touch here

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