You sometimes suffer from writer’s block, but that’s mostly an excuse. You know far more about your area of expertise than 99.89% of the other people on this planet. If you don’t, that’s unfortunate because it means you can be easily replaced (by your boss, clients, or readers). And I know you’re not easily replaceable because you use HubSpot. HubSpot is for people who have something valuable to share, sell, or showcase – like you!
1. Start with content your current audience finds valuable
In our example, I took the PDF “Side-by-Side Comparison Guide” which was downloaded by nearly 1000 people and has had an impact on generating multiple sales and over $100,000 in revenue for our company. Here’s a quick list of content you might already have: brochures, feature/benefit documents, sales training materials, product specifications, pricing information, customer testimonials, case studies, project files, competitive comparisons, and white papers.
2. Look for natural breaks or sections
My document was already divided into 3 sections with enough content for 8 blog posts. I target a length of 300 words per blog post. I know some blog posts can be longer if they are interesting enough, but I say keep it short and simple with an opportunity for the reader to get more by subscribing or filling out a form.
3. Create a series and calls to action
If it’s a multi-part series with a common theme, you have a call to action at the beginning and end that gives readers the chance to get the full document, analysis, or white paper via email. Guess what? You just landed a new client!
4. Add a creative touch to each article
It’s worth your time to add something truly interesting to your blog post. According to Maile Ohye from Google, relevance (unique and engaging content) is critical for good ranking in organic search. I’m not exactly sure what Google uses to measure content quality, but I’m sure it has to do with low bounce rates, long time on site, and if Google+ really takes off, I’m sure that will have an impact too. Try adding an infographic, a stunning image, or a direct answer to a tough question.
5. Schedule your blog articles
Scheduling posts in advance is powerful. Getting an alert for your scheduled blog post is like finding cash in the dryer you forgot you had. We all know the feeling of getting stuck in the middle of writing (a blog post that should take 30 minutes takes 90 minutes). Lock yourself in a room, polish off some great articles from existing content, and schedule them for the coming weeks. Each time one gets published, it will brighten your day!
Source: https://blog.hubspot.com/customers/bid/115829/how-to-convert-documents-into-blog-articles
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