How to approach blogging as a team

Autopilot in Content marketing on 5th of Dec 2018
How to start a blog and make money

How to start a blog and make money

Blogging, at its best, is a team effort. If the responsibility for ideating, creating, editing, and promoting every post falls into the hands of one individual, then quality will suffer.

A single blog editor can drive the editorial process, but your team’s collective knowledge will provide the most value to your readers. Blogging doesn’t have to be solo. Approaching the work as a team is the best path forward.

Here are practical ways your team can chip in:

Ask your teammates to blog regularly.

If four of your teammates wrote once a month, that’s a post a week taken off your plate with a different perspective featured on your blog.

Interview subject matter experts who are too busy to write.

You can write the post on their behalf and ask them to review it before it goes live. There’s no such thing as talker’s block, after all.

Hire outside writers.

Don’t have the luxury of adding more to your plate or don’t have a marketing person with writing chops on your team? Consider hiring a writer through your existing network or use a service like Scripted to create posts for your company. Both are temporary solutions until you’re able to increase headcount and bring on an in-house content marketer to own your blogging efforts.

Win guest bloggers.

Reach out to like-minded bloggers in your industry, and ask them to share their insights with your community. Better yet, arrange a guest blogging relationship where you regularly swap posts. It’s an easy way to get in front of each other’s audiences and build domain authority for your website.

Choose a results or schedule-based writing system

Your schedule is already packed—hustling to hit your company’s quarterly lead goal, helping out with this month’s newsletter, and writing copy for that new landing page. With so much to do, blogging requires a plan to get it done.

Here are two models to choose from:

1. A results-oriented plan says “I’m going to publish three blog posts a week, whatever it takes.” This works well for people who hate scheduling and love working on the fly.

2. A schedule-based plan says “I’m going to block out these chunks of time to write and see what I can get done.”

Example of a blogging schedule

The work of researching, drafting, editing, publishing, and promoting is spread out over four hours and four days. Multiply this by the number of posts you’re shooting for each week.

If you have the resources, consider bringing on a full-time editor who can meet a weekly post quota or dedicate a significant portion of their time to blogging.

Commit to a minimum number of high-quality posts a week

There is a lot of noise on the internet. In fact, a MarketingProfs study found that the output of content per brand has increased by 78%. But all of this extra content doesn’t necessarily mean it’s good content.

The way to cut through the information overload is to write insanely valuable, high-quality posts. And the more, the better. Benchmark research finds that companies who publish 16+ blog posts per month get almost 3.5X more traffic compared to companies who publish between 0-4 posts.

how to start a blog

Pumping out that much content takes a large amount of resources.

So if you’re new to blogging, start with two posts a week. Turn up the dial to 16+ per month as soon as you can for exponential indexed search traffic, but never forsake quality. As Copyblogger says, “Writing one epic post per week is a better long-term strategy than writing mediocre content every day.”

In terms of length, Medium’s research suggests that the optimum word count is 1,600 words to maximize audience engagement while Orbit Media concludes that a 1,500 word count is the best length for ranking in search engines. Hover around those two as a baseline, but throw in varied lengths to see what drives the most engagement for your specific audience.

Your blog is the perfect space to share what you care about, build a community of raving fans, and generate a steady stream of new leads.

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