The “blog’o’sphere” is a highly competitive space (ooh yay, an award for stating the obvious!).

Some would say saturated to the point of becoming a fruitless exercise.

They have a point (kind of).

Spending hours, pouring your heart and soul into creating content. You feel is going to really have a big impact and get lots of traffic and engagement.

The feeling of hitting that “Publish” button, a rush of the feel-good’s and your post is public.

You share to your social platforms looking forward to the feedback and click-through’s and then…

… tumbleweeds.

It’s disheartening.

OK, so I’ve┬ábummed you out on using a blog for your business. Stay with me though, I’m going to make it better…promise!

The big competitors who push out a blog post (or more) out every day, getting lots of traffic, engagement on their websites and social platforms.

Good for them, but they have a team of content publishers all tippy-tapping away all day.

I’ve been there before wondering how the heck I can keep up with this (or even get started), to get a little traffic through.

It’s daunting, to put it mildly!

Let’s say you are running your business solo, or there’s 2 or 3 of you.

Trying to replicate what you see is working for your major competitors is going to hurt.

You might start out with the best intentions. Start creating content like a superhuman. But as soon as the workload sinks in and the inertia of the excitement wears off, drive is gone and you’re frazzled.

Writers that produce content as their main source of income can probably keep up a more frequent stream of articles. When your blog is a periphery platform and your priorities are in a product or service provision, then you need to get realistic.

You’re one (or a few) people with many hats to wear throughout the day.

Let’s have a look at some ways you can produce great unique and useful content for your audience:

Pick a realistic frequency

1 post a week is the minimum to post to your blog. If you can do more, great. The key here is consistency. Forget about Google, think about your audience.

Pick a frequency that you know you can achieve without it encroaching into other priorities.

Create a content bucket

As I said up there somewhere, starting out with the best intentions is great (at the time), but the inertia of that isn’t going to last.

Start by creating a content bucket. This creates a buffer zone to prevent any “Oh shit I’ve not done an article this week!” moments.

Don’t go straight to writing articles to publish on the fly. Keep ahead of yourself.

If you are going to post once a week, write 8 pieces content before your start. That’s a couple of months worth of content already in the bag (bucket / receptacle of your choosing).

Set yourself a deadline and launch date to keep you motivated.

Don’t do what everyone else is doing

By all means look at what your competitors are doing, but don’t harp on about the same subjects in the same way.

If you can make your competitors content better, then do it.

Don’t be afraid to inject yourself into the content (not literally obviously, but it would make an interesting WordPress plugin!). This is where you can run circles around big competitors with big, collective content creation and publishing teams. They lack singular, unique perspective.

stand out from the crowd

Bring your personality into what you create. People prefer engaging with people rather than logos and branding.

Bring your knowledge, experience and unique perspective to what you write.

Come out from behind the logo and say “Hi!” – or something else!

Don’t write content for traffic or search rankings

Google doesn’t deliver customers, it doesn’t sell to your customers. It’s not interested in your business and it doesn’t build your email list.

So why write content for it?

I hold my hands up here, in the past I’ve done the same thing.

It doesn’t work.

There has to be a shift in mindset and perspective. I realised this shift while I was creating content for this blog you’re reading now. That instead of creating content with the end goal of generating traffic and engagement, I needed to write to do the one thing I’m in business for…

…to HELP others and provide something of value that they (you) can use.

It’s your audience who share your content, not Google. So write for your audience.

The wrap-up

If you’re going to use your blog for content marketing, do it for the right reasons. Show up as yourself and don’t be afraid to try new things. I’m starting a YouTube channel and a Podcast (yeah I’m nervous as hell, I’ve never done it before). Seeing which one works for me and my audience and going from there.

It takes time and consistency to build an audience on any platform. Don’t be put off by the competitiveness of the blogging space.


Write for your audience, not the search engines. Solve problems, ask questions. Ask your audience to share your posts (please share this post if you enjoyed it, thanks) – see what I did there?

Rome wasn’t built in a day.

As always, this is your adventure.

Your story.

Make it one to remember!