If you’re having problems consistently blogging, you’re not alone. 2013 B2B Content Marketing Benchmarks, Budgets and Trends, a study by Content Marketing Institute (CMI) and MarketingProfs, shows that producing enough content is a big challenge that B2B marketers face.
Here are a few tips that can help you stay on track and continue to create content:
Don’t stop! After all, inactivity is the worst for your business blog. It’s still surprising when I come across companies that advertise blogging services have blogs that haven’t been updated for months or even a year. It happens but it’s nothing that can’t be fixed by a few posts every now and then.
Get outside help. In the study above, about 44% of companies outsourced their content creation. While this is leaning more towards in-house, hiring outside web copywriters or ghostwriters can help tremendously. Although effective blogs usually have a personable voice that readers can identify with, there’s nothing wrong with getting a ghostwriter. For example, they can help with creating e-books, whitepapers and other downloadables that customers can share.
Don’t get stuck on writing. Did you ever think about blogging without actually writing? Instead, think about posting videos, pictures and slideshows via Slideshare, which is especially popular and effective on B2B blogs. (If you’re more into creating different content, see Rand Fishkin’s videos for SEOmoz’s Whiteboard Friday and Matt Cutts’ Q&A videos for Google Webmasters.)
It’s easy to get tired of writing and sticking to strict rules like 1000+ words and 2% keyword density can quickly suck out all the fun of blogging. Don’t forget to turn to your peers for inspiration and motivation. Check out these helpful articles: 3 B2B Blogging Strategies You Need to See, 10 B2B Companies That Create Exceptional Content, Blog Awards: The 13 best marketing industry blogs (according to you)