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How to make your blogs work for your business: make them manageable

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

Fresh digital content is a vital part of a modern marketing strategy, but coming up with original content regularly can be a challenge.  Our marketing expert, Siobhan Stirling of Sharp Minds Communications, explains how to keep on top of your business blogs. 

If you stare at your screen struggling to find anything inspirational to write for your business blog, you’re not alone.  60% of professional marketers surveyed by the Content Marketing Institute listed producing engaging content as a key challenge, while producing consistent content was ranked as a key hurdle by 57%. 

You may find it some comfort to know that the professionals also find it that hard to produce regular, engaging content, but that knowledge isn’t going to make writing regular blogs that connect with your audience and drive traffic to your website any easier.  What you need are some tips to make coming up with lots of ideas easy.  Read on!

Short and sweet

Many people quake at the idea of writing their next blog because they equate it to writing an A level essay.  But blogs don’t need to be long; around 250 words is all you need to boost your search engine rankings – it’s also the right length to communicate an idea quickly and pithily.  But you do need to be posting regularly; bitesize and frequent is better than lengthy and once in a blue moon. 

Theme your blogs

If your natural tendency is to write an in-depth white paper, break your ideas down into its key sub headings and write a self-contained blog about each of these.  Why do you think this is blog #9 in a series of 10?!

Speak your blogs

If you find the muse simply vanishes when you stare at a blank screen, go for a stomp with your phone and record your thoughts about your blog topic/s.  An hour meandering and dictating your ideas will probably provide the raw content for five or more blogs; all you now have to do is polish them.

Plan ahead

It’s much easier to write if you have a planned calendar of topics than leaving it to the wire to try and come up with a subject to inspire you – and your readers.  Keep a spreadsheet of potential ideas and invite other people to add their suggestions to it when it occurs to them


You may be brilliant at what you do, but doesn’t mean you are a natural at writing about it.  It also doesn’t mean you have the capacity to write in a way that is accessible and meaningful to your target customers, who don’t have the same sector insights as you do; understanding what your target audiences would find engaging about your area of expertise is a skill in itself. 

So, if staring at a blank page on the computer brings you out in a cold sweat, or if you’re writing blogs but no-one is reading them, get someone who specialises in creating content to do it for you. If they’re good at their job, they will write in your voice, so your blogs sound professional and authentic.  They’ll also bring an understanding of not just what you need to be writing about, but also the angles that will most connect with your targets.  And they’ll give you back valuable time to be getting on with your core business development, which only you can deliver.

Blogs are a vital part of modern marketing, but it’s also vital that they can be accommodated within the many other demands on your time.  Making the manageable will enable you to keep coming up with original, engaging content to connect with your targets and build brand awareness and loyalty.

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

Step 1 – Identify your aims

Step 2 – Plan your strategy

Step 3 – Make sure you are found for the right things

Step 4 – Add value

Step 5 – Make them accessible

Step 6 – Publish regularly

Step 7 – Promote them

Step 8 – Encourage engagement

In her next insight, Siobhan will be explaining why and how to review your blog strategy.

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