7 Steps to Launch Your Blog

We’re collectively entering a new reality – a renaissance. Yuval Noah Harari has told us that AI will take us a revolutionary leap into completely new technological territory and coronavirus is certainly providing fertile ground for that.

As we move to relying more on developing digital relationships to provide human connection, businesses are scrambling for more of an online presence. It’s not only a shift to online, but learning to effectively communicate the warmth and humanness normally reserved for face to face meetings. Innovation rules, but in terms of connecting with clients, blogs provide a rich environment for businesses to communicate not only an expertise, but compassion, care, and the human touch they bring to their work.

Articles and white papers can help establish you as an expert. They’re full of facts and charts and evidence. All of that has its place, but blogs provide an opportunity to build trust through more of an emotional bond. People walk away not only with the feeling that they learned something, but also that they like the teacher. Blogs tend to be more casual, more of an extended hand and a feeling of grabbing your preferred beverage with a friend. It’s sitting down for a chat. When times are uncertain and challenging, a blog can feel like a life raft or even a sanctuary.

For most businesses, having a consistent blog that people can rely on is vital. Knowing that every Monday, they will have something helpful, insightful or uplifting from you in their inbox helps build familiarity and breeds trust. A weekly blog is a good place to start.

At this time, a blog that is 1,500 – 2,000 words hits a search engine’s sweet spot. And you want to have a few key words in there too so when someone searches, they can find your article. Littering it with key words, however, is considered bad form.

So, how do you get started?

I’m an author, but blogs are my bread and butter. I’ll share a few of the things that have helped me be more efficient and effective for my clients who are mostly coaches, counselors, helpers and healers.

For clients who want to write their own blogs, I suggest they get into the mindset one or two days a month and write a handful of blogs all at once. As with anything else, once you get started on a project, it’s easier to keep going rather than trying to get into that head space once every week.

Here are the steps I suggest:

Maintain awareness: As you go through your days, try to notice things that seem funny or strange or take note of any insights you have on subjects that may interest or concern your clients. A business coach may learn something new at a leads group or may gain insights during an online course or conference. Keep a list of possible blog topics.

Along with this, take pictures. Pictures draw people in more than words initially. Faces are good, but you need permission for that and these days, we’re not running into too many people! As an alternative, try an interesting angle, but keep the photos related to the topic. A picture used just to draw attention can erode the trust you’re trying to build.

Think abstractly – a micro picture of seeds coming up is apt in the early summer along with the topic of new growth. A literal photo to express a figurative expression of personal growth. You might share a photo of an encouraging little painted rock you found on a walk and talk about gratitude or creativity. A picture of autumn leaves can provide a backdrop to discuss letting go or changing seasons of life.

You can also look for stock photos online, but make sure they’re not copyrighted. You can buy stock photos, but I find it easier to just keep a cache of photos I’ve taken in my phone. If they match your brand, even better. Perhaps you utilize nature photos on your web site and have nature photos on the wall behind you when you do calls.

Once or twice a month – preferably on the same schedule – pull that list out and jot down a few notes. Try to think of a fresh perspective or a twist or an unexpected opposite. For example, write about eating more to lose weight, socializing more during isolation (safely, of course), instead of winding down in the fall, write about why that’s the best time to start something new. Expound on the topics that grab your attention the most. Use the pictures for further inspiration.

Mentally, instead of thinking “I need to write my blog,” get into a place of writing a letter to someone you care about. You might imagine one of your clients or imagine your potential client and write directly to them. If possible, find ways to weave in little stories or pieces of your life, insights you’ve had and how you felt about those insights.

Don’t worry about editing right now – you’re just having a conversation with a friend. Let it flow.

As a writer, I know that the inner critic can stop progress and be very discouraging. If you edit now, it can also slow you down. It’s a challenge to keep writing when the voice in your head questions everything and is asking obnoxious questions, throwing up road blocks.

To counter that inner critic, as you write, encourage yourself. Focus on what you’re doing right – “I like that” or “that’s good” or “yes” can keep you going.

Write until you feel done.

Then, walk away and take a break. Eat lunch, take a wander around the block, or stretch.

Now, come back to your writing. Is it one blog or are there multiple themes that should be divided into separate blogs? Think about what makes sense logically and pull it apart if necessary. Keep everything. It may grow up to be another blog someday.

Once you’ve done that, come back to your original blog and read it out loud. That’s how it will sound to the reader. And when I say that, I mean literally out loud. It will sound different than it does in your head. Add, subtract, adjust, rearrange.

Next, look at the language. What is helpful for your clients? What will they take away from what you’ve written that will enhance their life or make it easier, more joyful or more productive? Blogs should include our insights and experience, but the goal is to connect with and help the reader in some way. If it’s appropriate to share a vulnerability or story from your life, it’s a nice way to connect – but make it useful for the reader. Connect the dots for them from your experience to how it helps them.

While you’re looking at the language, consider the title of your blog. You might want to
play with it a bit using a headline tool like aminstitute.com It will tell you whether or not
your title is effective.

The goal is not to get them to buy something but to reach back, to connect and learn
more.

Now we’re at the editing stage. Check the grammar and spelling and punctuation. There are tools you can get to help with this like grammarly.com Take a look for key words. These are words placed strategically throughout your blog so that search engines can help readers find your article. Don’t get crazy. Just a few go a long way. Think about what you’re trying to convey and make sure that word shows up in your title and first sentence.

If you like, send it off to a couple friends or colleagues for suggestions or to proof read. Once you get rolling, you won’t need to do this, but for now, it can help. Even better if you have a few colleagues who can hold each other accountable, brainstorm, and proofread for one-another.

Before you move to the next step, take another break. Another walk or stretching session. Get some water.

Back at your desk, go through your list of possible blog posts again and add notes while you’re in the blogging mindset. No need to write an entire blog unless you want to, but just write down any thoughts, insights or new blog ideas. The next time you come back to your list, you’ll have several blogs already started – and that makes it easier.

Using this method, over time, blogging will become easier. You’ll be able to pull out your list and find outlines for numerous blogs already in place. That helps you get into the mindset faster, allowing you to write more than one blog at a time. Ideally, you’d like to have at least a month’s worth of blogs in the pipeline. That way, if you have a particularly busy week or two, you have blogs ready to go. And I promise you – it gets easier.