A business owner was struggling for things to write about on his blog.
He understood the importance of frequency and page depth. He also got that quality was a key factor. He just didn't have his radar up – he wasn't listening to his day. And boy, did he have a busy day.
In the one-hour meeting we had, we were interrupted three times by phone calls. Let's listen in to one of them (i didn't remember all the widget names and metrics):
"Hi, this is Jerry… Yeh Frank, what's going on? :::listening::: Really, again? Did you try putting the thingamajig on a higher rotation?
I see…. Un-huh…. Well, here's what I'd suggest – rotate the thingamjig at a rate of xyz per square foot.
Yeah….we did that over at Acme Company a few weeks ago – worked like a charm. No problem, Frank…let me know. Yep, you bet. Call anytime"
He looked at me, shook his head and shrugged his shoulders: "I get these calls all day long."
"Do you get any of the same question in a month?" I asked.
"Heck, I've heard Frank's question twice this week! But with all these questions and calls – I have no time to be writing some great blog post."
Our solution was within the problem. We talked a bit about having him take notes and reflect on customer questions. We even set up a Google Voice drop for him to "call-in" his posts.
Know what Jerry's next blog post was? "Is Your Thingamajig at the Proper Rotation?" Sound Familiar?
- Listen to Your Day
- Recognize Repeat Questions
- Generalize the Writing to Fit All (and don't embarass Frank:-))
- Send the posts out in a newsletter or to answer specific emails
Jerry is now posting 4-5 times a week easy…sometimes more. Good stuff.
**The names here have been changed to generalize the situation. Do likewise.
Photo on Flickr by RambergMediaImages
