Business blogging burnout avoided

Content marketing gone to sleep?

If your online content marketing strategy relies on a daily blogging, you need to be wary of business blogging burnout and feeling blogged out.

Business blogging burnout â€“ or crippling writers block â€“ hits most corporate bloggers from time to time. Especially if you’re working under a strict publishing schedule that requires you to update 5 days a week like many corporate bloggers.

In many companies I see a tendency for one or two people from the marketing or communications department to be handed the responsibility for business blogging. This is ideal because it’s better to have a team of bloggers: a team is much more likely to be able to cope with the rigours of a daily and intense blog marketing schedule. It’s easier to bounce ideas off each other, suggest posts that can be covered, and keep the quality of posts high.

Business blogging that regurgitates the same material or lack vibrancy is much more likely to scare an audience away (or fail to convert traffic into buyers).

Business Blogging and Outsourcing

If you’re a small business or work alone one way of making sure you don’t suffer from blog burnout is to outsource a couple of posts each week.

Outsourcing business blog content is actually quite popular and not too expensive. Just check Elance.

Whilst outsourcing your content marketing to a ghost-blogger might take the pressure off you to create fresh content, be wary of demanding too much content. It’s far better to get one or two really excellent posts, say, than five mediocre ones.

5 Ways to Avoid Business Blogging Burnout

1. If you’re working alone for an employer, suggest bringing in someone in either in-house or by hiring another blogger to take some of the pressure off you least one day a week.

2. If resources won’t cover outsourcing or hiring new staff to help you with business blogging, brainstorm over coffee with someone to get a different perspective on what the blog needs. Just talking and explaining what you’re doing will help and you may even get your mojo back.

3. Think like a professional publisher and write to a publishing calendar worked out in advance so you have a clear idea of what content you need to produce. Of course, you need to create this when your enthusiasm and creativity is on top. Creating a publishing calendar with a team, even if you’re solely responsible for writing the content, can be a useful way of bringing in fresh, new ideas. (Cf How to create a blog management calendar in 10 minutes)

4. Vary the way you blog to keep your interest high: tell a story, conduct an interview, upload a film, podcast or slideshare. Blogging is not just writing nowadays. It’s a variety of ways of delivering online content through the medium of a blog. It’s your responsibility as a business blogger to learn new skills.

5. Create buyer personas â€“ if you haven’t alreadyâ€“ and identify specific blog content that would suit their needs: e.g. a list of essential resources your audience will find valuable. Use this content to funnel visitors into suitable sales pages.