“Making an editorial plan for your business blog is key to its success.”
You’ve heard that many times, right?
You know the reasons why you should do it. You have the logical arguments; you even have saved plenty of how-to articles. But yet, you still haven’t done it.
If you are part of a large organization, the task gets tossed among several possible colleagues, but nobody takes it. And if you’re within a small company, you have so many other more critical issues to solve before you can take the precious time to sit down and plan something.
I’ve been in both positions and I know either way it’s not easy. And I’ve also been in the third position: while working full-time decided to start my own blog and write in it for the love of the topic. And I didn’t plan it, because I thought: I have so many ideas and questions and material online, that why would I waste my time planning for something which I was not even sure would stay unchanged in a week’s time?!
So I just went on writing a few articles, from my initial apparently endless topic pool, until the day when… I didn’t know what else to write about. As I had failed to plan in advance, it became harder by the day to come up with interesting ideas. This entire burden continued until the day when… I stopped.
Even with the most exciting topic to start with, you will have at one point hardships to find new ideas, unless you plan it in advance.
Yes, it takes you to an uncomfortable place.
You have to actually think it over, and envision interesting topics that will be written in a few weeks’ time. It takes commitment that you, or your staff, will write those articles in due time. It’s a responsibility you are voluntarily putting on paper, and like anything similar, doesn’t feel at ease.
But even if it seems counter-productive and you feel like you are wasting your time, you will benefit later, when you will see the articles rolling in on your blog page. This saying cannot be truer for business blogs: if you fail to plan, you plan to fail.
Planning actually makes me feel safer. Having a roadmap I know where I’m going, I don’t just plunge into the dark with each post I have to write, either for this blog or for my clients.
What about you? Do you have a blogging plan or do you struggle for ideas before every deadline?