Episode description

Blogging is touted as a great way to build a business - and it is. In this episode, we look at some of the whys and wherefores of using blogging in your marketing plan. While Jennifer actively uses her blog, both Daniel and Patricia admit to not blogging consistently, but by the end of the episode, both of them have come up with plans for moving forward with it.

Blogging, as you may already know, is posting content on your website blog, or on an external platform. It's a great way to extend the use of other content you already have created. It's also a great way to expand on FAQs, re-use live streams (recorded), books, and other content you might have.

Patricia talks a bit about how she knew she couldn't keep up with being consistent, and so rather than disappoint readers with a few posts, hasn't blogged in years. If you can't come up with a strategy that works for you to create (and post) content on a regular basis, this is sometimes a better strategy than having just a few posts, and then disappointing your readers with a lack of new content.

Another strategy is to create an editorial calendar, and working with virtual or other assistants, produce content in batches, scheduling it to post much as one does with social media. These can then be linked to an email and/or social media content calendar, driving readers to your site on a regular basis. This can be expanded to include the use of downloadables, which can rapidly grow your email list.

Yet another strategy is to have an evergreen post. Jennifer uses the example of a "Yearly Tips" post, which can be updated with new content, and the various years accessible via a link, much like a table of contents. Her specific example was of a post that ended up with 3,700 pages when all printed out!

How have you used blogging in the past? How would you like to use it going forward?