Blogging is one of the best ways you can communicate the culture, values, and story of your company. Yet, it’s the one tool that seems to be the most difficult for organizations to commit to doing consistently. Most don’t think they can create enough content. It’s daunting, no doubt about it. Coming up with a list of blog post topics is important and here is a starter list to help reduce the fear of undertaking a blog for your organization.
Evergreen Topics
What does evergreen mean? This content is continually relevant and stays “fresh” for readers over a long period of time. The name comes from evergreen plants that remain green for longer than one growing season. Search engines love this kind of content because it never gets old.
These are great subjects to cover because you can use them as resources for your clients and customers. You can post it to social media, it’s rich email marketing content, and you can easily send links when a person asks you a question via email or face-to-face. In-person conversation example, “I wrote a really useful blog about that. Would you like me to send it to you? Give me your card and I’ll make sure to email you.” They walk away from that conversation happy, you provide value, and it’s an opportunity to build a relationship.
How To Get Started
I start my clients off slow with one blog per month. Twelve subjects per year? Easy.
Once you have the hang of it, increase your output to two per month, and when you’re ready you can tackle once per week. Take turns with someone else on your team or staff to lighten the load. Blogs can be shorter than you think so it’s not the thesis of your college days.
There’s no one consensus on how often you should be publishing a blog post. If you’re just starting out, overestimating what is realistic is very easy to do. One per month is achievable and you can quickly add more to your routine if it’s working for you. Create a twelve month calendar (here’s how) and assign subjects to months that are appropriate for your organization. Consistency is key!
Blog Ideas
Hot Topics. If there’s something exciting and dramatic going on in your industry or if it’s in the news right now, weigh in with your opinion or break it down for the audience especially when the subject matter is complex.- How To’s. Explain to your audience to do difficult things. Fix, use, open, design, clean, etc. They need your help. Walk them through it, give them a demo, explain in detail.
- Resources. You’ve got a treasure trove of information your customers want and need. Don’t gatekeep! Share those websites, downloads, databases, cheatsheets, and more. They will love you for it.
- Team Features. You probably don’t do it alone. Highlight the team (or board) that helps you provide great products and service. Your staff will get a boost in morale due to recognition and your customers will learn more about the faces behind the products. It becomes personal.
- Vendors and Partners. The vendors you work with are great for a reason – tell us about them! Talk about why you choose to work with those organizations. Your partners will be grateful for the free press and it will deepen your relationship.
- Product Line and Release. What new product are you proud to be releasing? Give us some excitement by building it up. Tell us the story of how you listened to your customers and the marketplace, the process of idea to production, features, how we can get it, and when it’ll be ready. Explain your product line talking about who can use the items, what they can do with them, where to store them, when to use them, and why their problems will be solved.
- History and Backstory. Why did you start your organization? What’s important to you? People want to like the people they do business with and want to do business with people they like. This is your chance to personalize your brand. Your customers will care more about you if they know who you are and the motivations behind your organization. When people know your backstory, they will tell others.
- Industry Events. Most industries have annual conventions and educational events. You’re likely bursting with ideas and information after returning from a conference, make it work for you. What have you learned that you can share with your customers?
- Seasons, Weather, and Holidays. How is your business affected by the seasons? If you’re a tax accountant, the first quarter looks very different for you and your clients than the rest of the year. Clothing retailers adjust their offerings based on the season. What are your seasons?
- Frequently Asked Questions. These are the 10 or so questions that everyone asks you. You answer them all the time. Since people continue to ask, you should continue to answer. These never get old. The trick is to express the Q&A in new ways.
- Survey. Take a survey of your clients or prospects and release the information as a dataset. Tell them when you’re surprised about what you learned, what the community thinks, or what was reiterated.
- Obstacles and Solutions. You hear these from your clients and customers every day. Talk about the problems people encounter and the solutions (both the ones you offer and general solutions) that will help them overcome. Walk yourself through the typical client conversation, what problems do they experience?
- Differentiate From Your Competition. What makes you different? What is the benefit that your customer will get using your services? You can take this opportunity to clarify if there is any confusion about what you do.
- Case Study and/or Client Success Story. Learning how you’ve helped others will help your reader identify and apply the story of success to themselves.
- Testimonials and Interviews. Get client testimonials (especially when they’re really happy!) and let their words do the talking. Video testimonials are the most effective. Talk to industry experts, your best customers, vendors, and thought leaders. It takes content out of its normal context and provides a new way to talk about your subject matter.
This list is useful for blogs as well as any content you want to create on other channels. You can download the list below.
Need help? I’ve got you.
GREAT article woman! Love the helpful ideas – It’s a trip just how hard it is blog and inspire others to do the same :)
My goal has been to blog every Monday and I feel like this system is working for me. I’ve struggled with a lot of different approaches but I feel good about it now. How’s your blogging going?
Thanks for the incentive Kerry. I’m the typical case of the cobbler’s shoes. Haven’t blogged since November! I guess it’s time to do something about that.
If you post to your blog, share and I’ll comment! :)
This blog was great! I’ve have started blogging and am excited. Thank you for giving me a structure that I feel will benefit my work!
Liz, I’m so happy to hear that this blog inspired you!
Thanks, Kerry! I like your goal of blogging every Monday – I should start that practice. BTW, I’m really enjoying your book, “What You Don’t Know About Social Media CAN Hurt You.”
I’m glad you find the exercise (and the book) useful, Kathleen!
You are amazing. What great information you provide to your readers.
I have a personal web site, noted, but I’m taking a social media courses and am creating a business site. I’m finding so many amazing resources though, and I’m wondering what more there is to say. Hopefully I will be able to rise to the occasion! You are most inspiring though! Thanks so much.
Thank you, Shari! Much of what I write about is in direct response to the questions my clients, students, and audience have for me. This is one of the most useful things I’ve ever written as I give a printed copy to everyone that can use it. Thanks for taking the time to comment, I appreciate it!