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How to make your blogs work for your business: publish regularly

How to make your blogs work for your business: publish regularly
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How to make your blogs work for your business: publish regularly
Siobhan Stirling - Sharp Minds Communications for Capital Space by Siobhan Stirling - Sharp Minds Communications for Capital Space
Owner/Director - Sharp Minds Communications Ltd

Blogs are great for positioning your company as a thought leader and for boosting your Seacrh Engine Optimisation, but there are tricks you can use to make sure your business blog yields the greatest possible ROI.  In the latest in our series, our content marketing expert, Siobhan Stirling of Sharp Minds Communications, explains the advantages of publishing regularly.

Blogs are a fabulous business tool: they can boost your website in relevant online searches, they can showcase your expertise and help create engagement with your targets.  But to get the most from your blog, you need to publish regularly. 

Little and often

The main reason for this is very simple: search engines value regular new content.  It doesn’t matter whether your blog is worthy of a Nobel prize for literature; if you only publish once a year, it’s not going to do a lot to enhance your company’s performance in search results.  Ideally you want to publish at least once a week, preferably more often.  There is also evidence that publishing at the same time/s each week further enhances your SEO.

For many people, the thought of filling a blank screen with relevant text once – or even twice a week – is overwhelming.  And the chances are, if you’re busy running your company, trying to find one or two regular, uninterrupted slots a week when you can compose your blog is a real challenge.

But the following tips will help make publishing little and often achievable.

Chunk down your expertise

The first tip is to think bite size, rather than essay; instead of putting everything you know about a topic into one mega-blog, break down into several distinct blogs, each focusing on one nugget of knowledge.  Not only will this make each blog less of a commitment to write, it also means you don’t have to come up with as many blog topics.

For example, if you are an interior designer, you might consider a blog on colour within design.  Rather than writing one long blog covering every colour and how to use them, you could run a series: “Colour your home: blue/red/green”, focusing on just one colour in each blog. 

An easy technique to adopt is to think of a topic that your targets might find of interest or value-adding, and then break that down into 10 top tips.  If you want an example of how to do this, look at the other blogs in this series – the links are at the bottom of this page.

Create a blog schedule 

Breaking one idea down into several blogs will also make it easier to create a blog schedule, so you know what you are publishing and when.  Having a plan, rather than writing haphazardly, will prioritise your blog as part of your structured marketing plan, which is more likely to make you deliver it. 

Use templates  

If the last time you wrote anything other than a business letter or presentation was when you were at school, you will be forgiven for being a bit rusty at writing flowing prose – which means you’re more likely to sit staring at the blank screen trying to figure out a way to get started.

If this sounds familiar, try creating a template of sub-headings so you don’t have to fill a page, just a couple of sentences under each idea.

To keep with the interior design example, the different blogs on blue, red, green, yellow, grey, brown etc could all be presented under the following format:


Short intro


Mood setting:

Good for:

Words of caution:

We love:


Mood setting:

Good for:

Words of caution:

We love:


Mood setting:



Mood setting:



Write ahead  

One of the hardest things is to write to a tight deadline – especially when you’re not in the mood.  It’s also how mistakes slip in.  So, rather than dropping what you’re doing half an hour before your blog is due to go out and trying to bash out something passable, set aside a chunk of writing time well ahead of schedule and write a few in one go.  Planning your blogs in advance (see above) will make this much easier.

Diarising to write a few blogs in one hit has several advantages:

  • By setting aside proper time, rather than trying to switch gear from all the other things that have been filling your day, you can get into the zone.
  • You’re likely to feel more relaxed about your writing, as you aren’t up against a deadline.
  • By writing more than one blog at a time, you should get into a flow. Writing three blogs at once is much less effort than writing the same blogs at separate times. 
  • It gives you the chance to reread with fresh eyes and share with colleagues ahead of publishing – essential if you want to eliminate typos and other mistakes.

Publishing regularly is essential if you want your blog to work for your business.  Planning a series of linked, bite-size articles can help you generate regular content to boost your website’s search engine rankings.

Read the rest of our series on how to make your blogs work for your business:

In her next insight, Siobhan will be explaining how to promote your blogs so they get read.

For more advice on how to make your blog work for your business  look out for your email updates from your CapitalSpace Centre Manager