Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about blog series: what are they and why do you need to implement them as part of your blogging strategy?
A blog series is a series of blog posts that all deal with the same or related topics. It gets published on your blog alongside all your other posts, and it can take place over a defined period of time, or it can be a continuous project that encourages readers to come back for more.
One of the advantages a blog series adds is that, in each post, you can link to all the other posts. Not only is this great for your SEO, but it also encourages readers to stay on your site and explore your content. Without links to other posts, most people will skim your post and leave, but if you provide links to more information, then you’re giving them a reason to stick around and get to know you better.
A blog series is also a great way to position yourself as an authority in your field. Write one blog post on social media marketing, for example, and readers will figure, “OK, this person knows how social media works.” But if you write an entire series on social media marketing, you’ll make readers go, “Wow, they really know their stuff! I should hire them to do my social media marketing.”
How to Come Up with Topics
If you struggle to come up with topics for your blog, it might feel overwhelming to think of topics for a whole series, but it doesn’t have to be hard at all. First of all, if you can’t think of anything to blog about, you might want to start here.
Second, rather than thinking of new topics for each installment of the series (although that’s certainly an option), you can come up with one topic that can benefit from a deep dive. If you’re passionate about what you do (and what small business owner isn’t?) there’s probably at least one topic in your industry about which you could talk all day. You could probably write the book on the issue. So rather than publishing a book-length blog post on your website, break it up into manageable sections and publish each section as a blog post. When you’re done, you can put it together into an actual book with some additional content that did not go on your site, which is a great way to repurpose your content, establish yourself as an authority in your field, and earn some extra income.
Other topics are constantly getting updated, which ensures you’ll always have a fresh take on it. For example, I have several posts on my blog about social media marketing, but at the same time, it’s constantly changing, which means I always have new things to talk about in that area of my business. Find that topic for your industry that’s always changing and you’ll never run out of content ideas.
You can write a blog series that focuses on a particular audience, instead of a certain topic. For example, I could write a series for content marketing beginners that would include an intro post on blogging, one on email marketing, one on social media marketing, etc. On the other hand, since I’ve spent a lot of time writing blog posts for several different law firms, I could write a series of posts aimed at attorneys that discusses the best methods when it comes to blogging for a law firm.
If you like what you see here, you can sign up for my newsletter at the top of this page to make sure you never miss an update. If you’re ready to ditch the DIY and hire a professional to create a blog series for you, let’s chat.