man writing on post its | blog content

Did you know that much of the traffic to your website comes through your blog? It’s true. Business blogging is a necessity to attract visitors. You are probably thinking, “I don’t know what to write about.” I wrote a blog about good writing subjects called “15 Easy Blog Post Topics” and it’s one of my most popular (the subject matter never gets old). But I’m going to run you through the exercise I do with my clients that will map out your blog content for the next year.

    • Make sure you have 30 minutes to 1 hour of uninterrupted time. I promise that you won’t need that long but you need your brain to relax into this exercise.
    • Print out 15 Easy Blog Post Topics, have it nearby, or open it in another browser window so you can refer to it.
    • Start with a blank piece of paper, in document software such as Word, or in Excel. On the left hand side of the page, write the months May 2013 through April 2014 (I say this because I’m writing this blog in April 2013, adjust accordingly). See my Sample Editorial Calendar for an example that you can download.
12 months of blog content

My client did her homework and is on track for the next year.

  • We are going to write a topic, subject, theme, or title (use any word that works for you) for each month for the next twelve. The reason I’m telling you to start next month is because I don’t want you to feel stressed about writing immediately. You need to have time to think about what you are going to write before it’s due.
  • Here are some examples: I just got a great testimonial from a client. I’ll write “Testimonial from John Q. Public” on any of the months (don’t worry about what subject goes where yet) or I could write “History of my company” (why I do what I do). It’s a creative writing process, just keep writing subjects.
  • When you’re done with the twelve subjects, take a look at their placement on the calendar. I like to do easy ones like the seasonally appropriate, “It’s January! What are your marketing or social media goals for the upcoming year?” or holiday specific because those belong on the calendar in predictable places. Then adjust the rest of your content to make sense, whether it’s sequential or if it’s specific to your business seasons. Tax accountants are aware of what people need to do to prep for taxes and that content is necessary to publish January-March. Wedding professionals are giving tips to their brides and grooms nine months before their weddings and their high season is June-August.
  • Now visit your appointment calendar. Think about whether you write better in the morning, mid-day, or evening. What day of the week is the quietest in your office? Set an appointment on your calendar to write. Writing a blog can take 1-2 hours for writing, editing, research, photo placement, search engine optimization, and social media sharing. After a couple months, you will have to evaluate your success or lack thereof. If  you find you don’t write, ask yourself why? Have you not scheduled it? Are you placing it on the wrong day or time? Ask yourself probing questions and you will get the answers. If you are sticking to your plan and things are going well, you can increase your output to twice per month then once a week. It’s rare that people are able to blog multiple times per week unless it’s their only job. This step is about setting up your expectations for realistic goals.
  • BONUS STEP: You can do this now or when you are ready to write. Use Google’s AdWords: Keyword Tool to ascertain which words you will be putting in your blog are highly trafficked (hard to stand out in a crowded room) or those that have very little competition. I HIGHLY recommend you watch this short video that not only teaches you how to use it and what the terms mean. Remember, your visitors come to your site/blog based on the keywords you use!


You are all setup to write! Writing down and assigning those twelve subjects usually takes about 15 minutes. How did you do?

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