By now you probably already know that blogging is important to help create brand awareness, improve search results, and drive traffic to your website. You may have even already implemented a blog and started posting to your housewares brand’s website. That’s great! However, if you’re like many housewares business owners or marketers, keeping up a consistent posting schedule can be a lot to handle and it doesn’t take long before you start to get burnt out on blogging. Yes, blog burnout is totally a thing, and it happens to the best of us. Most bloggers will tell you they’ve gotten frustrated, annoyed, and overloaded with blogging at some point, in turn causing them to create weak content or skip posting altogether. Let’s take a look at some of the most common causes of blog burnout for housewares brands and how to prevent it.
Problem #1: Other business priorities take precedence.
While you may have the best of intentions when it comes to blogging, time isn’t always on your side. Good writing takes time and energy from not just the blogger, but also fellow colleagues that help with brainstorming, editing, graphic design, web development, optimizing for search engines and mobile, and distributing the post. When your day is filled with meetings, never-ending emails, trade shows, product launches, webinars, and other pressing responsibilities, blogging is often the first thing put on the backburner. Fortunately, there are a few ways to combat the “not enough time”/”too busy” excuse that plagues so many writers.
Develop a content schedule. One of the best things you can do to help keep blogging a top priority is create a consistent schedule with deadlines for all those involved in the process. When it becomes an ongoing expectation rather than an “I’ll get to it when I have time” mentality, it becomes less likely to slip down the to-do list. Plus, sticking to a planned schedule allows you to see more success by using blogs as part of an ongoing, integrated marketing approach rather than sporadic stand-alone content pieces.
Repurpose content. You don’t need to spend all day, every day creating blogs to be effective. Chances are you already have a good chunk of content at your disposal. Repurposing existing content is a great way for busy marketers to get more bang for their buck. For example, try taking parts of a well-read DIY guide or popular recipe video your housewares business put out and tweak them for your blog. Because you’ve already done the work and know the topic, you’ll be able to create the blog posts more quickly. As an added bonus, you’ll be able to cross link the pieces and reinforce your brand’s products and message. And since the original post was well-received, chances are your repurposed one will be too!
Work with an online marketing agency. Online marketing agencies (*Hint* like E-Power *Hint*) can be great partners when it comes to blogging and content creation. They’ll take the time to develop a content strategy that works for your business and create content on your behalf, leaving you to focus on the day-to-day essentials of running your business.
Problem #2: You hit a patch of writer’s block.
Writer's block can happen to even the most experienced content creators. Once writer’s block happens, it can seem easier to give up and focus on another task. We’ve totally been there! While there’s no fool proof method, there are ways that bloggers can combat the dreaded writer’s block.
Don’t be a perfectionist. Perfectionism is a creativity killer and one of the leading causes of writer’s block. If you get too in your head about a blog, it’ll never seem “right” and you’ll spend hours agonizing over it. Rather than focus on getting just the right word or phrase to describe a new home décor product, let it go and push forward. Something is always better than nothing, and you can edit or get input from peers later.
Step away from your computer. Giving your eyes and brain a break can definitely help when you’re stuck on a blog. Step away from the blinking cursor and do something that boosts energy and increases focus, like a few minutes of meditation, deep breathing, or a short walk around the office.
Brainstorm. You may be stumped simply because the topic or housewares product you’re writing about is unfamiliar or complex. If that’s the case, sometimes going back-and-forth with a colleague or writing down initial thoughts in bullet point form is all you need to get those creative juices flowing. Once you have a starting point, it’s a lot easier to dive in and tackle a complicated piece.
Problem #3: You don’t know what to write about.
Topic development is one of the most challenging parts about blogging. Finding creative topics and sharing them in a way that resonates with readers is no easy task. In fact, figuring out WHAT topic to write about can take more time than actually writing about it – and that’s not necessarily a bad thing. Finding your niche in the competitive housewares industry and nailing down what your specific audience wants to know is critical when fostering an audience for your blog. If you’re running low on blog topic ideas, have no fear.
Research, research, research. The Internet is your best friend when it comes to topic development. Take the time to dive into what competitors and housewares industry influencers are talking about and use tools like Google Trends and Think With Google. These can help you put your finger on the pulse of your readers, spark new ideas, and figure out where there may be content gaps on your blog. Did you know people recently searching for pillows were specifically looking for blue and gray pillows? You may be surprised at what your audience is actually searching for and how that can impact your content.
Educate your audience. You know the housewares industry and your brand better than anyone else. When you’re really stumped about what to write about, simply aim to answer the most common questions and concerns you get from customers. Maybe they’re looking for that perfect gift or for the latest trends in home décor. Chances are, others in your target audience have the same concerns and are turning to the internet to find their answers. If you’re not the one answering those questions, they’ll turn to a competitor who is. If you don’t know what questions your customers are asking, turn to your sales team and social media platforms for some insight.
Problem #4: You’re not seeing results.
This is probably the hardest problem to tackle. It can take time for a blog to gain traction, and proving the value of a post by tying it back to leads and sales is tricky. Not seeing immediate results or truly understanding the value of what you’re posting can make blogging seem like a waste of time, rather than a critical part of your marketing strategy. Here are a few ways to help you see and track results from your blog posts.
Tweak your calls to action. Blog posts should always have a clear next step that helps guide your readers further down the funnel. That could be a link to your products, another recommended blog post, a shop online button, or even an offsite link directly to your retailers. Use analytics to dive into what your readers are or aren’t doing, then take that next step and start playing around with variables – such as CTA colors, size, and wording – to help make your calls to action more effective.
Set SMART goals. Depending on what your brand hopes to accomplish with blogging, you can set SMART goals (aka: Specific, Measurable, Attainable, Relevant, Timely) to better align and track your blog in terms of your overall marketing strategy. It will also help ensure you, your boss, and the rest of your team are on the same page.
Overall, your blog – and any content you develop – should do way more than just fill space. If you and your team are suffering from blog burnout or simply want to improve your content marketing strategy, E-Power can help. From topic development to optimization to analyzing results, learn more about how we handle content marketing and our proven track record of building brand awareness, audience engagement, and customer retention through quality content.