What we talk about when we talk about blogs
Published: June 24, 2014
Author: Molly Shotwell
In the 3Q Digital marketing department, it’s a particular point of pride that over half of our team of awesome digital marketers, including those who spend far more time on Excel formulas than in prose, have contributed to one of our two blogs. That said, blogging can be intimidating for some folks. We hear these objections a lot: “I’m not a writer”; “I don’t have anything to write about”; and “I don’t know how to blog.” Well, be that as it may, if you’re good at your job, you’ve got something to blog about, whether you know it or not. Let’s break this down.
Thought leadership can be a daunting term for a first-time blogger, but it really doesn’t have to be. We use Thought Leadership when we mean “fresh, relevant content.” “I do the same thing every day; what do I have to offer that’s fresh?” you might ask. It’s precisely because you’re so ingrained in the industry on a day-to-day basis that we want your input. Think back to your first foray into digital marketing. The first time you ran a campaign involved jargon and processes that you were totally unfamiliar with. Just because they’ve become second nature now doesn’t mean they’re second nature to everyone in the industry – especially if your team has diligent, documented processes and best practices you know aren’t widely in use.
Not everything needs to be a high-level examination of trends in the industry (though that’s often welcome too!). Getting into the nitty-gritty of a narrow topic is a great way to spread knowledge. Is there a tool for a particular account that makes your life easier? Maybe you’ve streamlined a process in a way that no one else ever has. Chances are you have, and it would make a fantastic blog post.
If your writing primarily consists of Facebook statuses and the occasional client report, you might think that you don’t have a voice. That’s not true! Just be genuine and get your thoughts down in a Word document. If you think something is better pictured than described, add a screenshot. The “rules” are pretty easy, especially if you have an editorial team happy to take bullet points and spin them into prose.
Oh, and about images: they’re huge for blog posts. The fact of the matter is: content that includes an image is far more likely to get shared. Ideally, the image comes from you, the author! No one is more familiar with your content and intentions than you are, so find something visual that goes along with your post! Don’t worry, though: if you really can’t think of anything relevant, a good editor will find something for you.