This coming Sunday, I will be a guest on Twitter #blogchat, founded and facilitated by Mack Collier.
Mack tells me that one of the biggest topic requests from #blogchat participants is how to post more often.
He thought participants would really enjoy if I walked them through how I do it.
It's not a black and white kind of question -- at least not like the new gmail look.
As part of that (especially the research part) we'll talk about how you can use your blog to help establish your expertise in your area.
I thought you'd like to have a short post to frame the context that you can share with chat participants who don't read Conversation Agent (yes, there are plenty) and talk about my high level process.
That way we can spend more time with your questions during the chat.
My philosophy on content
First off, my philosophy on online content is that your own sites are your home base. You should view content as a business asset.
I just recently updated my social network participation policy to integrate my use of Google+ and tweak my evolving philosophy.
Creating a page for this kind of information makes sense, because the question kept coming up and I wanted to have one place and link to share.
Like me, you probably have some questions that keep coming up about your work, or your expertise.
It's a good idea to make a list of what is most important that people know about how you do something, or your rules of engagement. Then write a separate page about it.
When I got my own business going full time, I developed a separate site for it.
The pillars of a good strategy
Your plan of action should be motivated by some unchanging elements that chunk the direction toward your goals into specific modules.
For example, if your goal is to be viewed as an expert in online marketing content and copy writing, you will want to walk the talk to reach your intended audience. You can do that by:
- developing content to teach your audience how to do it -- including curating resources, giving examples, case studies of work you have done, analysis of success stories by others, etc.
- engaging in topical conversations to increase the reach and frequency of your authority and influence -- interacting in social outposts, responding to readers questions, offering Webinars, writing articles, guides, etc.
- facilitating connections with and among your fans and readers by listening and observing -- via the total platform you have built in your social networks, or in a pro community, etc.
For those whose goal is to go beyond becoming a go-to resource, the business value may be in a commerce layer where you convert readers' intent (behavior) with paid products: training courses, tools, paid newsletters, paid speaking, and so on.
Digital marketing is really good with the conversion part -- focused landing pages, search optimization and search marketing -- going from prospects to buyers.
Social is really suited to help those buyers (one transaction) become customers (they come back for more, and bring their friends).
Frequency, intensity, and duration
These are the levers mother nature gave you to play with for neurological development. They come with the human operating system (OS).
When I look at the process I use for my own content, I work at different levels. A mix of deep thinking, with saying, and doing.
Frequency: Currently, I post every day, including two posts on Sunday.
Intensity: Because my purpose (not to be confused with the goal) is to attract like minded business professionals, I refocused both the topics and the depth.
Duration: Generally speaking, my posts stick with you and release meaning over time.
Which means that one really important part of the process for me is discovery -- people finding my blog and reading the posts.
How do you get there?
Once again, you do it by using the power that mother nature gave you: your habits.
There are certain things that you can do to transform writing from chore to output. Writing is hard work, just like every creative pursuit.
Because it requires you put skin in the game -- pen to paper, hands to keyboard. And some days you really don't want to do it, or you have bigger fish to fry, etc.
There are differing opinions about publishing every day vs. just a few times a week. Really, whatever your decision is, you can make it work if you commit to it.
Every day except for Saturday worked for me for more that five years. I made a commitment, and went through with it. Do search this site, not many "filler" posts in here.
You get creative and something else. The regular appointment instills discipline, structure, and drill in you. Doing the work helps you go from amateur to professional.
With the added bonus that it changes your routines so you can stick with it long term.
You can find more resources and examples in this page I created to curate part of my content archives.
If this topic interests you, make sure you join #blogchat on Twitter Sunday, December 11 @ 9pm EST. Here's a helpful guide on how to participate in a Twitter chat.