When we first broached the subject of writing 100 blogs in 30 days my initial reaction was something along the lines of, “That’s mental!” (insert expletives wherever you see fit). At Social INK, we’re no strangers to blogging for marketing. It’s one of our core competencies; content marketing services. This is because we recognise the fact that blogging, as a content marketing strategy, is an extremely important tool for driving traffic, generating engagement, and boosting SEO.
Find out more in Should my website have a blog?
However, writing 100 blogs in a month? Is that necessary?
As Head of Content, I was concerned about the impact this would have on our day-to-day operations.
Thoughts on Intensive Blogging for Marketing
Prior to June, we’d been publishing one blog a week without fail. Sometimes, up to three blogs a week. This was in addition to our normal weekly activities for clients (which also happen to include blogging several times a week, amongst various other social media services and digital marketing activities).
So, the jump from an average of two a week on the Social INK blog to around four a day, every day, for a month, was significant enough to have me feeling a little nervous at the prospect.
Here’s the rub. My concern was that we’d be pushing out ‘Quantity’ and forgoing ‘Quality’.
Blogging for marketing is all about adding value. Giving visitors to your site information, education, entertainment, insight. Basically, something they find useful. The fundamental premise behind blogging for marketing is building a connection with your prospects. It’s a way to showcase your industry knowledge and understanding, remind people of your offering, and position your business as a solution to whatever problems your target audience may have. A blog is an effective way of doing all of the above. It’s why so many exist.
But, would we be compromising on quality just to create vast quantities of content?
Time for a Blogging Strategy
I really felt there was a great risk that we’d compromise on the quality of our content during this challenge. So, it was important to formulate a keyword strategy to underpin our efforts. Therefore, we needed to establish what the ultimate purpose of this challenge was and how best to execute it.
Defining and checking the feasibility of certain keywords we wanted to rank for helped with the ideation and planning process. We were able to devise enough blog titles to meet (and surpass) our target of 100 within the 30-day period. As a result, we had a workflow that we could sequence and delegate across the team, which meant that everyone knew what they were doing and, most importantly, when they had to do it by.
All of a sudden, 100 blogs in a month wasn’t looking like such a big ask. In fact, it was starting to look manageable. In effect, all it boiled down to was each member of the senior team (Chris, Anna, and myself) writing a blog a day for the entire month. Add to this a few more blogs a week from other members of the Social INK team, and we were in business. And still managing to do everything else on our daily to-do lists as a digital marketing agency.
The Impact of Writing 100 Marketing Blogs
The stats for the month have been impressive. But these will be looked at more closely in an in-depth case study. However, from my perspective, the main impact of this month of intensive blogging for marketing on our team has been the following:
- Improved idea generation
- Considered repurposing of existing content
- Better keyword targeting and usage
- Faster turnaround of written content without compromising on quality
Over and above all this, and this may sound a bit paradoxical, we’ve grown even closer as a remote team. An intensive challenge like this one has served to put our team ethic under severe scrutiny, and we’ve passed with flying colours.
As Head of Content, I’ve written and read an obscene amount of articles for this blogging challenge, and I couldn’t be happier or prouder of the work the team have produced. Don’t believe me? Check it all out for yourself in our 100 blogs in a month roundup.