Blogging is fun. Blogging is profitable. Blogging can also be a total pain in the rear end, if you’re overwhelmed.
Last week I had lunch with a disgruntled blogger, Liz. She has too much on her plate; she’s a copywriter. She has too many client projects, plus a big new client project she’s just taken on. Keeping up with her blogs -- her own, and a couple of pro bono blogs she’s developed for a charity, was fine when work was slow. Now it’s too much.
Of course, I sympathized. I adore my blogs, but sometimes I wish I could just focus on my current projects.
I asked Liz how she’d sealed the deal with her big new project. What made the company decide to hire her? I knew that this company had been pitched by some of the best in Liz’s field.
She frowned, and thought for a moment. “My blogs,” she said, finally.
I just lifted my eyebrows and grinned at her. Yes, her blogs. Blogging can be a pain, but your blogs can also make all the difference in the amount of work you get, as well as the kind of work you get.
If you just don’t have the time to blog, there’s a solution.
I explained it to Liz.
Liz’s Solution: Content Curation
There’s a solution for Liz, and for you, if you’re pressed for time for a few weeks.
Fresh Web content counts these days, but it doesn’t need to be YOUR fresh content. If you’re too exhausted with other writing to blog, do some content curation.
In Liz’s case, this is easy. The charity blogs she’s created can get by on curated content for a few weeks.
If you’re wondering just what “content curation” might be, this post puts it succinctly:
“Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme. The work involves sifting, sorting, arranging, and publishing information.”
Liz is going to get a couple of volunteers to collect some content for her. She’ll just need to go through it, pick the items she wants, and write a paragraph or two introducing it. The material will still have her voice, and the blogs will stay fresh, while she focuses on her projects.
Tip: Keep Your Voice
Over time, your blogs will develop a certain “voice.”
Your “voice” is the style you use on a blog, but much more. It’s also your personality which shines through in every blog post you write.
When you’re curating content, keep your voice. Remember that your blog’s readers want your opinion. You’re not just offering a collection of links. You’re offering your experience and expertise. Annotate your links in your own voice.
Offer Blog Content Curation Services to Your Clients
Many companies start a business blog, and allow it to fade. Either no one is responsible for updating the blog, or the content just isn’t good enough.
Writing a business blog takes time. This means that when you offer business blogging services, you charge appropriately. However, many companies can’t afford your fees.
Content curation takes less time than straight blogging, so consider offering content curation as a “low cost” option to your clients.