Starting your blog is like writing for Saturday Night Live
I was watching one of those “SNL though the decades” shows the other day. One of the writers who was interviewed for the show was trying to explain the ebb and flow of the quality of the material on the show. His explanation was that when a new writer starts at SNL, they are excited that they will finally have the opportunity to write all the sketches, ideas and gags that they have been thinking about for the years prior to getting this prime gig. And then after a year or so, they are suddenly out of “new” ideas, as they have burned off the inventory that they have been building up in their heads for years. As the writers tend to join the show in groups at the beginning of a season, you can see this often see where this moment happens. Its then time fire the writers that can’t continue to generate new ideas and hire some new ones.
I see this same pattern when someone starts a blog. Once they finally commit to starting a blog, they write lots of greats posts in a burst of creative energy…then nothing as the author has expended their thoughts about all the topics that they have always wanted to write about.
So my simple advice to those of my clients that are starting a blog as part of a content marketing program is to write like a hare, but publish like a tortoise. Write whenever the impulse hits you, but publish in a more controlled manner. I personally have a dozen or so draft posts written at anytime, yet I publish only about once a week.
In addition to always having content ready, this technique also helps write better posts. When writing on one day and then publishing on another, it almost forces you to proofread and update just before publication. By revisiting your post a few days after the initial draft, you get a chance to make sure your post is well organized and formatted, without diluting the initial creative impulse that drove you to write the post. Before I started using this technique, I can tell you the number of times I wrote and published something only to find error of format, spelling and logic only after I was reviewing comments.
Writing is blog is not a sprint, its a marathon.
PS: The version of this post you are seeing is revision six. Please feel free to point out the errors. Oh…and like this post! Thanks.