Effective business blogging requires you to plan and create content that is relevant, meaningful and helpful to your audience. Behind the scenes, however, there are many other tasks that ensure your post will effectively attract new customers for your business.
Luckily, you don’t have to do all of them yourself! There are people who love these tasks, have efficient systems for doing them quicker and easier, and make a living taking this load off people just like you.
Before handing over the reins for your blog management and promotion, it’s helpful to understand what’s involved.
- Typos, readability problems, inconsistent tone of voice, or grammar issues can really detract from your business’s credibility. Having one-person review, every post (preferably not the same person who wrote it) is invaluable.
- Photos add visual interest to the page, draw in your readers, and convey the meaning of your message in another way. It is crucial to comply with copyright laws and attribution requirements and it can be time consuming to search through large galleries of royalty-free photos.
Resizing and retitling photos
- Sometimes photo files are too large to easily upload to your website, or your particular blog template may require photos to be certain dimensions. (DIY tip: com has a full suite of free photo editing tools, as well as premium paid options.)
- Setting up the post in the administrative dashboard (back end) of your website may require things like adding bold or italics for emphasis and headings; creating bullet/number lists; photo placement and alt text; filling in excerpt text, SEO (search engine optimization) and other plugin details; as well as scheduling the post to go live at an optimal time. Missing any of these details can affect how your post looks as well as how it performs.
Writing social media updates to promote the post
- The blog post title isn’t necessarily enough to compel someone to click through and read a new post, and if that’s all you ever post your activity stream will look pretty boring. Switch it up with questions, quotes from the post, or a particular benefit someone will get from reading your post.
Posting multiple updates once the post is live
- Your social media followers are not glued to their computer screens or phones, waiting for your news. They may or may not happen to see your update amidst the busy stream of information coming their way at any given moment. That’s why it’s important to schedule several notices about every new post. Once the post is live and has a permanent link, you can use tools like Bufferor Hootsuite to pre-schedule several updates.
Social media mentions for anyone referenced in post
- When you promote your posts, you will want to highlight and give credit to anyone you have mentioned in the post. This kind of link lovehelps build your relationship, encourages reciprocal sharing, and may create an introduction to the other person’s network, but it can take time to find someone’s social media account links.
Monitoring blog comments
- Unanswered comments send the message that your blog and your blog readers are not important to you. Whether replies are written by customer service, sales, marketing, or company leaders write replies.
Monitoring social media activity
- Similarly, when people see and like the various social media announcements about your blog posts (hopefully, that is not the only way you are using social media!) they will respond, comment and share. It is important to show them you see and appreciate their endorsements, so be sure someone is watching for these as well.
Handling guest contributions
- Guests can infuse your blog with a variety of voices and perspectives that complement and build on the scope of your expertise. Whether you accept written guest posts or interview other professionals, it takes time and effort to coordinate, schedule, compile and edit these submissions.
Managing audio and video files and slideshows
- Just as photos add visual interest, other media types can create additional layers of engagement. You will want to have someone on your team who can format and post audio podcast files, YouTube videos, and Slide Share presentations. Make the most of the social sharing and SEO features available for each format and embed these files into your blog post.
- For some people, turning your ideas and your customers’ biggest questions into polished written content is the most tedious part of blogging. Yet even audio, video or graphic content, as well as curated content from other experts, benefit from at least 250-300 words of original text from you. This ensures search engines recognize the post as a new page on your site, and reinforces your thought leadership in the minds of your readers.
If blogging has become a tedious exercise that gets pushed to the side like an abandoned treadmill, which one of these tasks would you be most excited to get off your plate?