Channel marketing involves multiple elements, not the least of which is blogging. Companies that have a regular blog establish and reinforce their position as thought leaders, and a well-written, regularly timed blog can help bring readers back to your site, where they can get the information they need to make informed technology decisions.
But let's face it: Time sometimes can be our biggest enemy. We talk every day to customers on both the vendor and partner side about using social and blogs to better engage their audience, yet sometimes we don't—or can't—carve out the time to write our own blog. Vacations, customer projects and other excuses are just that: excuses.
So here are some suggestions on staying on top of your blogs:
1. Stockpile: Write four to six blog posts and keep them on hand so when you have a busy week (or four), you’re able to pull from your inventory. Make sure it’s evergreen so you’re not talking about Heartbleed (I know, remember that?) six months after it’s relevant.
2. Guest Bloggers: Reach out to some of your partners and see who has an idea for a blog post they could contribute. The good news is you can both blog about the same topic on each other's blog post and, as long as it’s not identical, you have to do very little work to create a post.
3. Mini-Blogs: Twitter introduced us to the micro-blog. All your thoughts in 140 characters. While generally we shoot for 350 to 600 words in a blog post, if you have something going on that you simply want to point to for reference, that can be a mini-blog: a simple blog post in 100 to 200 words.
4. Editorial Response: We’re all reading a ton of information online. Some we agree with, some we don’t and some we’re in-between. A great way to compile more interesting blog content is to simply give a short response and point to the original article.
5. Ghost Blogger: When you're really in doubt whether your team is able to get a post online at least every other week, then reach out and ask for help. Make sure your ghost blogger understands your voice and your opinion and always make sure you review the post.
I hope this has been helpful and I plan to take my own advice starting immediately! Anything else I missed? Any suggestions on what you’d like to hear more about from Channel Maven?