Blogging Almost to the Finish Line

“You can’t open a magazine or newspaper without seeing a recap,” motivational speaker Mark Sanborn wrote. Sanborn isn’t sure, though, how useful recaps are, and quickly concludes he had nothing to do with major events and nothing he could do about them now that they were over.  “The best I can hope to do is learn vicariously from these people and events,” he writes, “and find some ways to apply the lessons in my own life.”

Look first at your successes, Sanford says.  High achievers go too quickly on to the next goal, missing the pleasure and optimism that comes from reflected on success. Next, says Sanborn, look at the setbacks.  What were the lessons you learned?  Have you made changes in your behavior to lessen future setbacks? If there’s nothing you could have done to avoid whatever difficulties occurred, FIDO (Forget it, drive on). Third, advises Sanborn, project into the year ahead to form ideas, goals and plans.

Now that the end of 2015 is coming close, I try to follow that self evaluation process Sanborn wrote about back in 2011, looking back at the past year spent as content writer and corporate blogging trainer. It was useful to go back and read Eric Wagner’s “Five Reasons 8 Out of 10 Business Fail”, which appeared in Forbes two years ago.

Failure reason #1 for small businesses is not being really in touch with customers.  On this one, I give my Say It For You team high marks.  Since our business model involves taking on only one client in each field of business, then assigning a dedicated writer to interface with the owner or practitioner, I put staying in touch in our Success column.

When things didn’t work this year, I realize, it almost always had to do with lack of coordination among the blog writer, the webmaster, the business owner, and the staff of the client’s business or practice. We business bloggers are nothing if not interpreters. Effective blog posts must go from information-dispensing to offering the business owner’s (or the professional’s, or the organizational executive’s) unique perspective on issues related to the search topic.

That means owners and professional practitioners have got to be involved in the process of producing content, even after they’ve engaged the services of our professional content writers. The webmaster has to work together with the blog writer to provide the optimization and analysis that make the content “work”. Hiring professional bloggers is not a “wake me up when it’s over” proposition. I think my biggest mistakes happened when I compromised on this principle. Not only should there be periodic team meetings to discuss content, it is not a good idea for me and my team to take on writing assignments without insisting the business also invest in properly designed landing pages and website optimization. When blog writing is not coordinated with email and social media the results are simply not likely to be what the business owner expects.

I have to say, we on the Say It For You team have more than enough reasons for pleasure and optimism. On the other hand, we’ve already begun to make certain changes to our business model, with an eye to learning from our failures.

2016? Bring it on!