Your content strategy requires a blogging schedule

Do you have a blogging calendar or a blogging schedule?

You cannot have a content strategy without publishing a blog. Of course, you can publish content on social media platforms, but if you want your website to remain the focus of the buzz that is created around your content, instead of generating content on third party websites, your time and money are better spent publishing content on your own blog.

Recently I published a blog post Why do most blogs fail and what you can do to avoid that?

One of the reasons why most blogs fail is that the blog publishers don’t have a schedule. They don’t have a calendar.

Why do you need a blogging schedule or a blogging calendar?

To give you a direction and also to help you prepare and write quality blog posts.

Without a blogging schedule you are last. Think of a blog like any other enterprise. To run your business or to run your office, you need a schedule. There is a time for all the employees to come to office. You know that by Wednesday you need to submit a report to the higher-ups. You know that your computers need to be upgraded by the 15^th of the next month.

When you have a calendar, you plan accordingly.

The same goes for your blog. If you don’t have a schedule, if you don’t have a publishing calendar, things go haywire.

A publishing calendar also helps your content writer. He or she can prepare content writing or blog writing according to the priority of your topics. By checking your calendar, you can immediately know that certain blog posts have been published or not.

A content calendar also gives you consistency. Every blog post has a unique purpose to solve. You want to target certain customers with certain blog posts. At the same time, you don’t just want to focus on a single niche.

There are some customers who need to be convinced. There are some customers who need to be educated. There are some customers who need to be informed.

You need different blog posts for these purposes. In your calendar you can assign days that on Mondays, your blog posts will cater to a certain audience, then on Wednesdays, they will target another set of audience, and so on.

The benefits of creating a blogging schedule or a blogging calendar

You can assign different topics to different days of the week.
You can collate all the related information at a single place such as the title, the target audience, the KPIs, the keywords, the images to be used and the people responsible for successful publication.
You can track the topics that have already been published to prevent duplication.
You can track the performance of individual topics in terms of engagement, KPIs and search engine traffic.

How can you prepare a blogging schedule or a blogging calendar?

Creating a blogging schedule or a blogging calendar can be easy or complex depending on what all you want to include in the schedule.

I use Google Calendar. Since I don’t run a multi-author blog, my schedule is quite simple. Sometimes I don’t even schedule – I simply publish whatever comes to my mind.

I use a combination of Google Calendar and Todoist. In the calendar I make entries such as the topic and some research links that I may have come across. This entry automatically appears in my Todoist schedule.

Some blog posts are short, and some blog posts are quite long. Shorter blog post can be completed in an hour and longer ones can take a couple of days. Hence, I schedule drafting and publishing over the stretch of two days, if need be.

I don’t want to mislead you or anything. I don’t have a complex blogging schedule or calendar for myself because, as mentioned above, I go with the flow simply because I write my blog posts by myself. Sometimes I suddenly pick up my phone, write a short blog post on it, and publish it from the phone itself.

But if you’re managing multiple content writers and you are an organization with an elaborate content marketing strategy, then you cannot hope to succeed without having a documented blogging schedule.

Difference between content aggregation, content curation and content writing

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This is an interesting question I came across while surfing the web. Content writing means writing original content. You may like to read What does a content writer do?

But what do content aggregation and content creation main?

According to this article, this is how you explain the two:

Content aggregation: You extract content from different sources and then publish it without giving credit to the original sources.
Content curation: You manually go through various links and decide which piece of content you would like to showcase on your blog, and then publish the link to it, with your own comments, attributing completely to the original source.

Interesting. By the way, I must have come this link via a content aggregator, Flipboard.

Though, to read the full article on the link mentioned above, you need to register.

I have written about content curation multiple times. You may like to read 5 benefits of content curation.

These days I do lots of content curation. Even right now in this blog post, I have linked to another article and then I’m quickly adding my own take.

Content curation normally involves gathering multiple links on the same topic. For example, I can publish something like “13 content writing tips shared by content writing experts”, and then I can find 13 different links, publish the links with individual excerpts, giving full credit to the original authors.

But even if you don’t publish multiple links, you’re curating content. If you link to another article or blog post and then add your thoughts, it is also content curation.

What about content aggregation? Many websites use content aggregation but it is mostly automated and content writing doesn’t play much role in that. You probably use a script that crawls the web looking for certain keywords or phrases and when it finds those keywords and phrases, it extracts the content and publishes it on your blog.

Lots of my content is aggregated in this way by other publishers. Sometimes a link back to my website is automatically added, but most of the time, it is not.

I don’t find the concept of content aggregation appealing because one, if you cannot spend enough time to create original and unique content for your business, how can you work hard for your customers and clients, and two, you can never be sure if the content is going to be of good quality.

Content aggregation is mostly used by people who want to make money through advertisements. For them, as long as they enjoy good search engine rankings and as long as people are clicking on ads, it doesn’t really matter how good or bad the content they are aggregating is.

As mentioned above, content aggregation is also used by known aggregators such as Flipboard and Feedly.

Essential skills you need as a professional content writer

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Essential skills that a professional content writer must have.

Neil Patel rightly says in the video embedded below that there are more than a billion blogs on the Internet and pretty much everything has been rewritten. Content writers these days are mostly regurgitating old stuff.

No, it doesn’t mean you stop publishing content on your blog. I cannot find the link, in an interview Seth Godin says that when implementing a content marketing strategy, don’t worry about being unoriginal. Just be relevant to your audience.

Take for example the title of this blog post. The video above talks about the essential skills that a professional content writer must have. I’m creating a blog with more or less the same title. If you do a search on Google, you will find thousands of blog posts and web pages talking about the same topic with various combinations.

It doesn’t mean I shouldn’t write about this topic.

What’s the difference? The difference is that I’m not simply copy/pasting content written by someone else. I’m not even transcribing what Neil a saying in the video. I’m presenting my own take. This makes my blog post on the same topic unique.

Besides, the audience of my blog is the audience of my blog. You may not be searching for this topic on the Internet actively. Even if you have arrived on this blog after looking for essential skills for a professional content writer, what you’re reading here is completely my own perspective.

Below I’m listing some skills that a content writer needs for professional writing. I may not be covering all the skills, but I’m covering all those skills that I use on daily basis when writing content for my clients.

Have a unique voice

Every writer has his or her unique voice. It is called “writing voice”. This is what makes your content unique even when you’re writing about a topic that many have already been written about.

Your unique voice is your own way of saying things. It is consistent. Almost all my clients these days hire me for my writing style. They go through my blog post, they go through my website, they like the style, and they want the same style for their own websites and blogs.

Recently a client even highlighted a portion of my homepage to explain to me what sort of writing he is looking for.

Constantly improve your writing

The more you improve, the more confident you get, and then the more defined your voice becomes.

Improving your writing means learning new writing techniques, learning to use new words and phrases, and observing what works and what doesn’t.

The side benefit of learning-induced confidence is that you no longer write to impress. You write to communicate. You are done with impressing. Now you mean business. You are not even worried about committing mistakes because you know that those are not mistakes but intentional waywardness to make a point.

Learn to write in a conversational style

This is more important for a content writer. When you are writing content – whether you’re writing business content (that is supposed to be serious) or blog content (where you can let yourself lose a bit) – you are having a conversation with the reader.

Writing in a conversational style isn’t as simple as it seems. Only those writers who have written a lot and who have nothing to prove, write in a conversational style. Novice writers are constantly worried about what type of sentences they are writing and what type of words they are using. Skilled content writers on the other hand, aren’t worried about these things.

What is conversational style?

Use short sentences.
Use simple words.
Express an idea in one sentence.
Don’t have paragraphs with more than two sentences.
Avoid compound or complex sentences as much as you can.
Use the language you would use with someone sitting face-to-face.

Acquaint yourself with SEO nuances

Although as a professional content writer you are not providing SEO services, search engine optimization is a big part of writing content. Many clients hire you because they want to improve your search engine rankings.

Google uses 200+ factors when ranking content, but when it comes to writing and organising text, it is completely in your hand how you do it.

Here are a few things you can achieve as a content writer:

Creatively use the main keywords in the title.
Use the main keywords in the first 100 words of the write-up.
Not always but use the main and the LSI keywords in headings and sub-headings.
Not always but use the main and the LSI keywords when explaining a concept using bulleted points.
Don’t stuff your keywords needlessly; always use them contextually.
Creatively use the synonyms.

Learn to research

Just like SEO, research is a big part of content writing. Most of the clients will simply give you a title and a few pointers just because you force them to give them to you. Otherwise, they won’t even give you a title – they will simply tell you what keywords to focus on and then ask you to come up with a title as well as the outline.

Research helps you. Learn to do the right research. You will be mostly using Google and other search engines. Use advanced search. There are many non-mainstream search engines that can take up lots of good information. You can also look up other sources such as Reddit.

A precautionary note, though: researching doesn’t mean plagiarizing. Research to obtain information and then use your own writing to convey that information.

Learn not to get swayed by advice

This is very important. Since on the Internet it is very easy to give advice, there is an abundance of it. People can create videos. People can publish blog posts (wink wink). There are social media updates. There are podcasts. There are Pinterest pins. There are Instagram carousals. Lots of advice.

Advice is not bad. But too much of it is bad. Therefore, as I have written above, it is very important for a professional content writer to keep learning, learn to use your own discretion what you want to learn and what you want to ignore.

Learn to take and manage notes

The notes that you gather are going to be the repositories of knowledge that will come handy for years.

During client assignments, during random reading, during posting on social media and on your blog, lots of ideas and useful information pass your eyes. Don’t let such opportunities go waste. Learn to save useful information.

I take lots of notes when reading books on Kindle and other book readers. Then once I have completed the book, I go through the notes and save them either in OneNote or Google Keep. Shorter notes go to Google Keep and bigger notes go to OneNote.

Learn to manage information when working on long pieces

As a content writer you may need to work on an e-book or a white paper or a case study. A white paper or a case study may not be very long, but normally, an e-book is.

Recently I worked on an e-book that was more than 70 pages. The client had sent me lots of information. I needed to compile that information in a narrative, in a story form.

It helps if you know how to organize big chunks of information in a manner that you cannot only retrieve the information when needed, you can also grasp it to be able to use it for your writing.

Learn to listen carefully

When you listen properly, you understand, and when you understand, you write well. If you’re not in a habit of listening to what your client is saying, you may go on a tangent, and this will cause needless acrimony. It has happened with me. I was not a good listener.

The problem with not listening is that even when you have written an exceptional piece, since it is not as per your client’s expectations or the brief that he or she gave you, your entire effort goes waste.

These are some essential skills that can help you grow as a professional content writer. There may be more. You don’t have to apply all. But these will help you stand out even when people tell you that almost everything has been written and there is nothing you need to say. That’s not the case. As long as you write using your own voice, you’re always going to write something unique.

How to attract clients to your agency with content writing?

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Attracting clients to your agency with content writing.

I was just reading this Smashing Magazine article on how to attract clients to your agency and thought of giving it a content writing twist.

In the beginning the writer says that many web design agencies (he mostly addresses web design agencies but the advice that he gives can be used by any agency) depend on word-of-mouth recommendations, which he says, is not a long-term strategy. I partly agree.

I have been writing professional content for a little over 15 years now, and I have accumulated a decent list of satisfied clients who don’t hesitate from recommending my content writing and copywriting services to their colleagues, business partners, or relatives. This is a steady stream of work that I don’t mind. It doesn’t mean that I put all my eggs in a single basket of word-of-mouth recommendations, but a big chunk of my money comes from such recommendations these days.

One thing I agree with, though, if you want to work with a diverse range of clients, then too many word-of-mouth recommendations can turn your work stale. For example, if you get a recommendation from an Internet marketing coach, most of the clients will want you to write according to the teachings of the marketing coach even if you don’t completely agree with those teachings.

Similarly, if a real estate client recommends you to his other real-estate friends, they are going to expect you to write just the way you have written for that particular client.

Well, this is what the Smashing Magazine author says, and though, to an extent I agree with this chain of thought, I don’t agree completely.

Anyway, I started writing this blog post to explore the ideas of using content writing to attract new and more clients to your agency.

The difference between an agency and a normal client in terms of content writing

When an agency contacts me for writing content it is for two reasons:

It needs content for its own promotional campaigns to attract more clients.
It needs content for the clients.

An agency works with “accounts”. It can be a web design agency, an interior design agency, and architects’ firm, or an employment agency.

The term is often mixed. If you look up the definition of agency, it works for the benefit of its “account” and on behalf of the “account”, interacts with other parties. For example, an employment agency interacts with prospective employees on behalf of an employer.

Anyway, that’s beside the point.

Every agency needs to attract clients. If you are a web design agency, you’re looking for clients who are interested in getting their websites developed and designed. If you are an app development agency, you are interested in companies and people who want mobile apps developed. And so on.

A good thing about content writing is that you can attract different categories of clients to your agency by publishing targeted content.

I can call myself a content writing and copywriting agency.

Although a big chunk of my clients come from the IT and the Internet marketing industry, I also get lots of work from other categories such as interior design, real estate, real estate financing, accounting and bookkeeping, and the hotel industry. For the past couple of months, I have been writing lots of content for a lab that provides various tests such as lipid profile, thyroid, diabetes, cholesterol, blood count, and so on.

Hence, you can say that I have cast a wide net. Conventionally, this isn’t recommended. You would say that if I am comfortable writing about information technology, then I should just focus on information technology and develop my expertise further so that I can charge more for my specialty.

That’s a different issue.

Let’s explore some ways you can attract clients for your agency through content writing.

Tell your success stories through regular content writing

Every client loves reading your success stories, especially when that client is about to hire you or needs to make a decision. Success stories are reassuring. They tell your clients how you solve problems for other people you work with. Hence, if you can solve their problems, you can also solve the problems of this client.

Why stories? Why not simply explain?

Stories are conversational. They are relatable. They’re not hypothetical scenarios. They talk about real-world problems faced by real-world people and real-world solutions provided by real-world people.

A story has a narrative. It has a context. It has a logical sequence. It binds people.

If I simply tell you that my content writing services can help you improve your search engine rankings, you may or may not believe.

But if I tell you about this Prakash Chaturvedi who runs a data analytics company and who’s search engine rankings were not improving no matter how much content he published on his company’s blog, and then how I helped him recognize the problem with his current content strategy and rewrote his existing content and brought many blog posts to Google’s first page, you are immediately going to get interested.

Even if you don’t run a data analytics company yourself, you will be able to relate to his dilemma.

This is just one instance. I can write similar stories for real estate business, hotel business, catering business, blockchain development company, and so on.

I can write about different success stories.

The stories will reassure my clients and they will be more eager to work with me.

Improve your search engine rankings with relevant content writing

As an agency, if you depend on Google and other search engines to get new clients, you definitely need to pay close attention to your search engine rankings. How do you plan to improve them?

Relevant and quality content writing can help you.

To improve your search engine rankings, you need to publish content regularly. You need to follow a content publishing schedule. Once you have created a schedule or a content publishing calendar, make sure that you stick to it.

Although covering your primary and longtail keywords shouldn’t be the sole focus of your content writing, keywords are important.

Make a long list of them. If possible, use various research tools and research methodologies to find the keywords and search queries used by your clients when they are trying to find your agency or the work that your agency does.

Then start regularly publishing content on those topics.

Focus on quality. Quality must always come first. Don’t cover your keywords at the cost of quality and relevance. Publish content that satisfies search intent – provide exactly what people are looking for.

Cover all the bases. As I have written above, you can write success stories. You can publish blog posts that explain various aspects of the work that you do.

I constantly publish blog posts on content writing and copywriting – what I’m learning, what I’m observing, and what I think can help my clients. I share everything. This tells my clients that I know what I’m doing.

Build your brand authority

Being an authority means people trust you. They believe that you have enough knowledge to deliver a quality service.

How can you build your brand authority as an agency?

There are many ways.

Satisfy the knowledge thirst: People are looking for answers. They want to learn. They want to enrich their minds. They want to understand. When you provide information that satisfies people, you become an authority.
Publish unique research and new findings: Agencies that come up with new research and new findings are always considered authoritative in their field. For example, if I come up with a new finding that 70% agencies can improve their authority with strategic content writing, and I have the figures and sources to prove it, you may consider me as an authority figure.
Bring the latest to your audience: Being an authority, you’re always at the forefront of the cutting-edge. What’s the latest happening in the field of content writing and copywriting? What achievements have been made? What new web design trends are emerging? As an authority, you expect me to know the latest.
Take a stand: You can take a stand only when you are in command over your field. To be able to take a stand, you need to know. Hence, when you take a stand, people automatically assume that you know what you’re doing. It may mean antagonizing some people, but that’s the risk that you need to take.
Remain visible: You need to write and publish content regularly. No matter how authoritative your writing is, if you don’t regularly remain in front of your audience, you cease to matter.

Build your mailing list

I know, this has got nothing to do with content writing, but since you need to write content for your newsletter, somehow this is relevant. As an agency, building a mailing list is a must.

A mailing list is a list of people who share their email ID with you so that you can keep in touch with them through a newsletter or routine email updates.

Many clients approach me to write email marketing campaigns for them while they have spent no effort on building relationships with their mailing list. This is a wrong approach.

A mailing list should be used for building relationships rather than constantly trying to sell stuff.

Remember that as an agency you’re not selling items. You are selling a presence. When you send messages to your mailing list, you just want to keep them aware of the fact that you exist, and you are delivering your services non-stop.

Remain active on social media

Social media may seem trite, especially the platforms where people are posting silly images and videos, they have a reach. They have a visibility.

Even if your prospective client isn’t looking for agencies like yours on Instagram, there is a great possibility that he or she has an account over there and goes through the timeline once or twice a day.

When he or she comes across your update it’s a pleasant surprise, especially when you add value to the timeline.

This is how you increase your agency’s brand visibility. Remain visible. Be clear about your messaging. Be consistent with your messaging.

Again, this was a small blog post that I began to write after reading that Smashing Magazine article, but then I felt like covering all the points that came to my mind.

Content writing can be a potent tool in your toolbox of digital marketing if you want to attract clients as an agency. It helps you tell your story. It helps you share your expertise. It helps you add value to the lives of your current and prospective clients. It keeps your agency’s name in front of them with a positive association.

Why do most blogs fail and what can you do to avoid that?

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Why do most blogs fail?

This ReadWrite blog post discusses some factors that cause most of the blogs to fail. These factors include

Lack of goals.
Lack of focus.
Unoriginal ideas.
Poor research.
Poor writing.
Irregular updates.
Difficult to discover the blog.
Lack of growth.

Let’s quickly go through these points.

Lack of goals for the blog

What do you want to achieve through your blog? What KPIs have you defined?

By “lack of goals” we don’t mean not knowing what you want to do. If you want to publish a blog to raise ad revenue, then of course you know what you want to achieve.

Similarly, if you want to improve your search engine rankings, even then you know what you want to achieve and what is your goal.

But knowing these alone doesn’t help you much. These are simply outcomes. Higher ad revenue is a byproduct. Higher search engine rankings are a byproduct. What do you actually envisage for your blog?

For example, I want my Credible Content Blog to become one of the known blogs on content writing and copywriting. That is my goal.

I also want to fill my blog with lots of quality content so that other bloggers and publishers have a reason to link to it.

Similarly, what are your blogging goals? Do you want to raise awareness about your technological field? Do you want to establish your authority? Do you want to be recognized as an expert in your field?

These are more definitive goals.

Lack of blogging focus

Every blog succeeds on its niche value.

People want to recognize your blog with a topic or with a field. For example, my Credible Content Blog is known for quality blog posts on content writing and copywriting.

I could have easily gotten mixed up and turned it into a digital marketing blog by publishing posts on search engine marketing, search engine optimization, email marketing, landing page optimization, PPC optimization, Mobile app marketing, and such. After all, I do need lots of topic ideas to update my blog regularly.

But I don’t. I stick to content writing and copywriting, and at the most, content marketing.

Even when I talk about something like email marketing and SEO, it is vis-à-vis content writing.

Unoriginal blogging ideas

If you’re writing about something that everybody is writing about, you don’t offer something original. There is nothing to draw people to your blog. You need to stand out. You need to offer something that is not being offered by other bloggers. Something valuable, yet unique.

Poor research

It is important to do good research if you want to establish yourself as an authority blogger. People respect facts and figures that are verifiable and credible. If you are simply interested in throwing around numbers without verifying them and without linking to original, reputed sources, you lose credibility and people stop visiting your blog.

Poor blog writing

Writing is the backbone of your blog.

Unless you publish a visual blog (that has just images and videos), writing doesn’t matter, but if your blog contains lots of writing then make sure that either you are a great, expressive writer or the content writer that you hire is a proficient writer.

If the sentences are muddled, if the paragraphs are disorderly and if the writer doesn’t take much care about the sort of language he or she uses, visitors begin to get put off and then eventually, they stop visiting your blog.

Disinterest begets disinterest. Apathy attracts apathy.

Irregular updates or intermittent blogging

To publish a successful blog, you need to be regular. There needs to be a pattern. You must have a calendar. If you publish a blog with prolonged intervals, people are either going to lose interest or forget about your blog.

You may like to read: Are you blogging regularly? Here is why you should.

If you don’t publish regularly, it means you are not much interested in your blog. Therefore, if you’re not interested, why should anybody else be?

Difficult to discover your blog

Even if you are publishing great content, even if you are publishing content regularly, if people cannot find your blog, all your effort is going waste.

Simply publishing your blog regularly doesn’t prevent your blog from failing. You need to take measures to bring people to your blog.

Pay close attention to your SEO efforts. Establish a presence on social networking websites where you can share your content. Publish a newsletter to broadcast the latest content that you are publishing. Encourage people to link to your blog.

Blog marketing is an integral part of blog publishing.

Repetitiousness

This means publishing the same old stuff repeatedly. Many bloggers do that to improve their search engine rankings. If they think that they publish the same content with little variations, they will cover more keywords.

Your human visitors can obviously make that out because they are smart, but these days, even search engine algorithms can make out that you’re basically publishing the same stuff over and again. Bake fail.

Lack of growth

Growing your blog is a serious business. Take active interest in it. Observe the metrics. Get your blog hooked onto Google Search Console and Google Analytics. Observe the sort of traffic you are attracting and take note of anomalies.

If you think that your blog isn’t getting enough traffic, get to the drawing board again. What are you doing wrong? What sort of content are your publishing and what sort of content you should be publishing? This is an ongoing exercise.

How do you define success and failure of your blog?

I will give you my own example.

My Credible Content Blog doesn’t attract mega-traffic. If I started publishing advertisements, I would hardly make 1-2 dollars every month.

Still, I have been publishing my blog for many years now. Sometimes I go on a hiatus, but as soon as I observe that my traffic is going down, I increase the publishing frequency.

I’m not interested in advertising revenue. Yes, I want to improve my search engine rankings and whenever I increase my publishing frequency, I succeed in that.

My blog brings me visibility. Of late it has also been attracting lots of backlinks, which has improved my search engine rankings further. I don’t actively monitor my backlinks, but I can make out by the number of pings I’m getting in my dashboard.

So, in the conventional sense, my blog is not enough successful, and many may even term it as a failure.

But for me it is a successful blog. It helps me maintain my search engine rankings. It attracts paying clients. It generates work for me.

Define what makes your blog successful or a failure. You might be surprised.