Blogging takes commitment, discipline, practice and organization. I work with many companies who want to start blogs because that is what “everyone else is doing,” or it’s what they’ve been told to do by their web design company. One of my very first questions is whether or not the company is willing to make the commitment to developing a sustainable blog and do they understand what that actually means.
Often, companies are so excited that they’re finally going to be blogging, that they don’t fully understand the actual effort that goes into just one post and forget to develop a topic, timeline and specific post date, thereby allowing weeks, months…or even years to go by before another post is developed. In these cases, the blog is doing absolutely nothing for, if not harming, the company’s online image and presence.
To develop your own calendar, first consider the following:
To develop a blog post, work back from the date you wish to post on, highlighting key dates and deadlines. When working with clients, I typically factor in a two week span for developing one blog.
As you can see, there needs to be time for development and revisions factored into just one blog post to ensure that the blog provides quality information to clients. With so many details going into one post, it is crucial that all involved are committed to specific dates and deadlines so the blog itself is a success by being consistently updated with quality content.