You’ve complained to me that you don’t have enough time to write one blog post… even though it will help to increase content on your website (SEO!) and potentially land you some amazing back links. Now I’ve decided in this post, I am going to tell you to not only write one, but a handful of blogs in one go!!!! Am I crazy?!
I really believe that writing a handful of blogs can be easier and more efficient than writing one on a regular basis. There are two key reasons: 1) we all have busy times and quiet times – use the quiet times to write extra blogs and then, in the busy times, publish these ‘spare posts’, so you don’t have to worry, and 2) writing a number of blogs around one subject area at the same time means simultaneous research and brain power!
How to write in bundles
When most people talk to me about blog topics they always start very ‘macro’ – considering large, broad and introductory areas of their business. Then, the more we talk, the more I hear about ‘micro’ areas, i.e. more specific, precise and expert parts of the business (and knowledge), which would equally lend themselves to being blog topics. So, this is how you write in bundles: start off broad and introductory and then write separate blogs on the key areas introduced.
For example, one client of mine helps companies with customer service surveys. So, that’s the broad introductory topic. Within the first blog, I could cover four areas outlining the process involved with customer service surveys:
- discovery workshops (examining what the survey should include, based on the client’s goal);
- telephone research (the process of calling customers and asking the survey questions)
- reporting (how the results of the survey are reported to the client)
- follow up (how to follow up any leads and findings from the surveys)
The four items would then also become the four titles for four different blogs, which would offer more detail about each stage of the process.
So, as you can see, what starts as one blog about customer service surveys can easily be expanded in to five. Written in close succession is also much easier, because ideas will naturally come to you as you write each one. You can also link back and refer readers to the other posts.
Split long posts
Keep an eye on your word count when you are writing a blog post. Sometime, I have started a post on a particular subject and had three main headings in mind. I then notice that I have already written 500 words on the first heading and that it alone could be a blog post. Therefore, with a bit of a change to the title and introduction, I have a blog post and 1-2 more posts up my sleeve.
As an example, I recently wrote a blog post on search engine optimisation (SEO) and back links, however, this started out as a post on ‘back links’, ‘alt text’ and ‘internal linking’. Back links took so many words to explain that it became a post in its own right! So, I have kept the text on ‘alt text’ and ‘internal linking’ for another day.
Write a ‘series’
I hope you have seen other posts like this one in my ‘hurdles to blogging’ series. (If you sort my blog by category they are all listed under ‘Blogging’). Have a think about your business and if there is a collection of posts that would lend itself to a series. Consider a ‘how to…’ series, explaining how you make a range of products or carry out your range of services; or perhaps a ‘spotlight on…’ series, introducing members of your team or tools for your business. These do not have to be published consecutively and can be sporadic…but ensure they are categorised so they can be read as a collection, if necessary. See below for more information on categorisation.
When to publish?
Just because you have written 4-5 blogs on one subject, do not feel the need to publish them all in one go. As I said above, perhaps save them for busier times when you don’t have time to blog. It is important to publish blog posts regularly from an SEO point of view, but that doesn’t necessarily mean you have to write regularly. Write when it is convenient for you.
The importance of categories
Most websites have the functionality to categorise blogs. Don’t forget this when writing bundles – make sure you have a relevant category or two. If you don’t, then create one. As you publish each blog, ensure you tag/add it to the relevant category so that readers can easily find your introductory blog posts and then the more in-depth ones. Don’t forget, once published, to go back to old posts and add links to related posts. (…I really need to take my own advice on this one!)
I really believe that writing a ‘bundle’ or ‘series’ of posts is easier, saves you time and makes blogging less time consuming.