If you’re finding it difficult to come up with new content on a regular basis, it may because that content is lacking clarity and confidence. When you don’t have a clear map to follow, creating content becomes murky. You blog posts don’t mesh with your website copy. What you share on social media isn’t matching with the rest of your content.
How do you get all the content you create to line up with one another? By starting with the largest body of content you create: your blog posts.
When your main content is lacking clarity and confidence, that message gets muddled.
So what can you do to make sure your content works for you?
- Focus your brand
- Make sure your message is clear
- Rethink your definition of the term “expert”
- Know your niche inside-out
Let’s break these down and get you’re a game plan for stronger, clearer content!
Your Blog’s Brand Lacks Focus
You’re currently blogging about a dozen different topics and most of those topics have nothing to do with the others.
You’re sending mixed messages to your audience.
When your audience doesn’t know what to expect from your blog content, they won’t want to commit to your brand. They’ll be less likely to read your blog or share your content.
And if you’re a service based or product based business, a new blog reader may be wary about buying from you when it isn’t clear from your free content the value you can provide them with.
I recently stumbled across a blog post that I felt was speaking right to me. Excited, I searched through the blogger’s achieves looking for similar posts, but I couldn’t find any. Most of their posts were on a subject I wasn’t interested. So I hit the backspace button a few times until I found myself back on Pinterest. I didn’t sign up for that blogger’s newsletter. I didn’t check out their services or their products. Even though the one post spoke to me, overall, the blogger’s brand was confusing enough, I wasn’t interested in spending time sorting it out.
Your readers are no different. There is so much content you’re readers consume every day, most people don’t have the time or aren’t willing to spend the time digging through your site, trying to find out if it’s a right match for them.
Usually, a few posts and perhaps the about page will be enough to tell them whether your brand is something they want to invest in.
When those few posts and about page are all on point, it can be enough for your target audience to know you’re a brand for them. But when your brand is lacking focus—even your target audience won’t know you’re there to help them and will move on.
When your brand is lacking focus—even your target audience won’t know you’re there to help them and will move on.
So what can you do? Narrow your blogging topics. Usually, I encourage new bloggers to blog about a wide range of topics so they can get a sense of which topics interest them and which ones interest their audience, but after you’ve been blogging for a few months, you should be ready to start narrowing down those topics.
If you’re a new blogger, experiment with different topics, but if you’ve been blogging for at least six months, it’s time you choose 3-5 topics and stuck with them.
Once you’ve chosen what your blog will focus on, delete any posts on your site that don’t fit that brand. Yes, even if those posts are bringing in traffic because that traffic isn’t going to be made up of your target audience. New readers will read those odd post then leave your site.
If you want to attract your ideal audience, you want all of your content to be valuable to them. If it isn’t, it needs to go.
Your Message Isn’t Clear
You’re sharing recipes on Pinterest, tweeting about your favorite shows, and sharing live event posts on Facebook. And suddenly you’re running an online business too?
Your audience doesn’t know who you are.
It’s not only your blogging topics that need to be on point, your entire online message needs to be focused. When someone sees your name, no matter where that is—social media, a guest post, your own website—they should know right away what type of value they’ll be getting from you. They should be able to say, “Oh, Jane Doe. She’s all about marketing for freelancers.”
Here are a few examples of some bosses with clear messages:
- No matter where you find Kayla Hollatz, you know she’s going to talk about community—specifically, why a relationship with your community is so important to your business.
- Mariah Coz is all about building a profitable online business and focuses more specifically on doing so by creating online courses.
- Melissa Carter’s message is about DIY website design and blogging.
You see these names—you see these faces—and you know what to expect.
Can the same be said about you? When someone sees you in a Twitter chat or a Facebook group, do they know what you’re about? When someone comes across your website for the first time, do they know what you do?
You might be wondering what this message has to do with blogging and creating new content.
If your audience doesn’t know who you are, there’s a good chance you’re not sure who you are either. And when you don’t know who you are or what your message is, you’ll find it difficult to create content.
If your audience doesn’t know who you are, there’s a good chance you’re not sure who you are either.
It wasn’t until I knew exactly what my business message was that I found it easy to create blog content. As soon as I knew who I was talking to and what I wanted to say to them, creating blog posts was a simple process. I used to agonize over topics for days, rushing to write the actual post the day before it was scheduled to be published, but now, I usually have my blog content created a month in advance.
If your message isn’t clear, stop writing blog posts. Yes, seriously. It’s worth it to take a few weeks or even a month off from creating new content in order to hone in on exactly what your blog’s purpose is. Be upfront with your audience about this decision. Let them know you’re taking a blog hiatus for X amount of time, then use that time to decide what exactly you want your blog to be.
Who do you want to help? Why do you want to help them? How can you help them?
The answers to these questions will help you start your new blog plan.
You Don’t Feel Like an Expert
Maybe you know exactly what your message and your purpose is, but you’re not sure you have what it takes to step in and really help your audience.
You’re stuck on the term, “expert.” But here’s the thing with that word—it’s ambiguous. It’s relative. And it shouldn’t stand in the way of your confidence. Because really, you don’t need to be an expert—not in the traditional sense. You don’t need 25 years of experience in a field before you can start teaching others about your topic.
When I started teaching at one of our local colleges, I had just graduated college myself. Most of my students were older than me, and at the time, I didn’t even have my Master’s—was I really qualified to teach? Yes. Because my students had never taken English 101. My students didn’t know how to write a standard academic essay. Most of my students had never studied poetry. So I was expert enough to teach them these subjects because I knew these subjects inside and out. I had studied them enough that I was able to teach them to others.
I knew enough to guide my students from Point A to Point B, and that’s all I needed to do.
That’s all you need to be able to do too. What do you wish you had known three months ago? Can you teach that to others? Because there are people out there who are where you were three months ago. That’s Point A. Where you are now is Point B, and you can get those who are at Point A to Point B.
Instead of seeing yourself as an “expert,” start seeing yourself as someone who can help others accomplish __fill in the blank___. What can you do right now that others would benefit from? What can you teach someone right now? How can you improve someone’s life, home, business, mindset, etc. right now?
- Identify Point A
- Identify Point B
- Construct the bridge and connect Points A and B
- Use that bridge to develop blog post ideas + content!
You’re Writing About A Topic You’re Unfamiliar With
- You’ve never blogged before, but you’re going to start a blog on blogging.
- You specialize in Twitter, but Facebook groups are hot right now, so you’re going to start blogging about Facebook groups.
- You’ve never owned your own business but you want to be a business coach.
You don’t have confidence in writing about your niche because you don’t have experience in your niche. There’s nothing wrong with wanting to do something new, but if you are diving into a brand new niche/field, the best thing to do is focus on learning and becoming an “expert” before you start teaching others how to do something you’re unfamiliar with.
Remember what we said earlier, though: you can be and expert in just a few months.
When I started writing fiction, I made the choice self-publish, so I was reading a lot about self-publishing. This information slowly made its way into my blog posts on my author website, but the problem was, I still hadn’t self-published. Having never experienced self-publishing, I wasn’t the right person to help out other authors who were interested in self-publishing. I quickly ran out of blog content and keeping up that blog become overwhelming.
It wasn’t until I had successfully self-published my first novel that I felt confident enough to write more blog posts about this subject.
Lesson learned: I had to experience my topic before I could write blog posts about it.
You need experience and knowledge in your topic before you can start writing blog posts about it.
you’re in a similar situation, worry less about blogging and focus more on learning. You can always blog about your learning journey. Instead of trying to inform readers about your topic, do round up posts about what you are studying, how you are consuming the information, and what you are learning.
The “fake it until you make it” advice doesn’t work with blogging. Readers will see right through you if you’re bullshitting them.
If you want to build a sustainable blog and business, you need an audience who trusts you. Always be upfront with your audience. If you’re a beginner, let them know. And in 3-6 months when you’ve learned X, you’ll be able to turn around and how that audience exactly how they can accomplish X too.
You shouldn’t have to spend days thinking up new content and struggling to create it. When you don’t have a clear picture in front of you, that’s what happens.
But when you know exactly who you are, what you do, and who you help, you’ll find creating new blog content a breeze. The clarity and confidence that brings readers back to your blog will shine through each post. Your audience will come to know you, like you, and trust you.
I challenge you to take a look at your blog posts this week. Is your message clear? Do you feel confident writing about your blog topics? Leave me a comment below and let’s chat about this!