How to Avoid Blogging Burnout

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Like losing weight, going back to school and so many other things in life, blogging is a project that most webmasters begin with the best intentions.  We all know that business blogging can be a powerful way to connect with your audience and promote your site, which is why it’s tempting to start out with grandiose visions of high quality posts going live every day and flocks of new customers storming your digital walls.

The problem is that – as with all of the other examples cited above – blogging is actually hard work.  It takes time to research the subjects that will appeal to your audience, develop well-written posts and promote them appropriately day after day.  Although you might start off strong, blogging quickly turns into yet another item on your “to do” list, leading to the type of burnout that derails even the most enthusiastic of efforts.

To prevent your site from becoming yet another tombstone in the graveyard of great blogging intentions, take the following three steps to avoid blogging burnout:

Step #1 – Realistically assess your available resources 

One of the best things you can do for your business blog is to take a good, honest look at the resources you have available to commit to its upkeep.  Specifically, you’ll want to consider two things: your available time and the skills of your available blogging team members.

If you’re a solo business owner who’s already swamped managing your company’s day-to-day needs, there’s simply no way you’re going to be able to crank out a well-written blog post every day.  So first, look at your available time.  Good content can’t just be cranked out – it takes time to research subjects thoroughly and draft high quality articles.

If you (or any team members who will be assisting with your company blog) only have a few hours a week to commit to business blogging, that’s fine.  It is possible to come up with a publishing calendar that works with this limited investment – but only if you’re honest about how much time you can realistically dedicate to the project.

At the same time, assess the writing and researching skills of any employees that will be involved in your business blogging efforts.  If you’re a slow writer and plan to handle all of the necessary business blogging responsibilities on your own, you’ll need to adjust your expectations regarding the number of new posts you’ll release each week.  There’s nothing wrong with this – you just need to be realistic about the demands that business blogging will place on your time.

Really, the worst thing you can do at this point is to overestimate your available time and resources.  The more optimistic you are about your ability to handle the responsibilities associated with business blogging, the more likely your project will be to end in burn out.

Step #2 – Set up a publishing calendar that works for your company

Once you know what types of resources you’re working with, take the time to set up a publishing calendar for your blog.  Business blogging shouldn’t be a hastily thrown-together type of affair – it should be something that’s as carefully thought through as any other major project your company undertakes.  Setting up a defined publishing calendar is one way to provide this necessary structure.

Specifically, your publishing calendar should cover all of the following elements:

  • How frequently your business will publish new posts.  Posting at least once a week should be seen as the bare minimum, as anything less than this will cause a drop in visitors as your readers wonder whether or not your site has been abandoned.  Posting more frequently can be advantageous, but keep in mind that it’s better to publish one high value article a week than several sloppy posts.
  • What topics you’ll cover.  Again, this aspect of blog management should be approached strategically to ensure that you’re covering a variety of topics that will resonate with readers.  Use your website’s analytics program and the data generated by your social followers to brainstorm topics and then create a list of future posts that covers at least two months of content.
  • Who will be responsible for each part of the blogging process.  Once you’ve set your topics, somebody will need to research the articles, write the posts, upload them to the blog and promote them on social networks.  By assigning workers to these tasks as part of your publishing calendar, you’ll minimize confusion and prevent blogging mistakes.

For best results, take the publishing calendar you’ve created and work ahead by at least two months.  Most popular blogging platforms allow you to pre-load and pre-schedule posts that will go live in the future.  By taking advantage of this functionality, you’ll give your company a bit of “wiggle room” when it comes to publishing new content when you become busy or burned out.

Step #3 – Outsource blogging tasks when possible

Now, suppose you’ve gone through these first two steps and determined that, unfortunately, there’s no way you’ll be able to free up the time and resources needed to maintain the blog presence that you initially envisioned.  Don’t worry, and don’t let this stop you from taking advantage of all the different benefits this promotional method entails.

Instead, consider outsourcing all or part of your company’s business blogging responsibilities.  For example, you could:

  • Hire a digital marketing agency to outsource the content creation process entirely.
  • Work with a freelance writer who will provide you with drafts for future posts.
  • Bring on an assistant (either local or virtual) who can upload, schedule and promote the posts that you write yourself.

If you do decide to go this route, there are a few things you’ll want to keep in mind.  First, choose any company our outsourced worker carefully – especially if your business operates in a highly-technical or scientific niche.  Not all outsourcers are created equally, so it’s important to find the right fit before committing to a contract (unless you want to add even more work to your plate when it comes to managing your outsourcers!).

In addition, keep in mind that outsourcing doesn’t have to be an “all or nothing” proposition.  You can bring on outsourced workers or agencies to handle only specific tasks (if, for example, you want to continue writing posts on your own, but don’t have the time to promote them effectively) and for any length of time needed.  You could work with a freelance writer to help build up your two-month content buffer and then keep him or her on speed dial for peak busy periods in your company’s future.

Though all of these solutions do represent an added cost to your company, you’ll likely find that the financial benefits of keeping an active, engaging blog up and running far outweigh your initial expenses.  By outsourcing when necessary and creating a publishing calendar that’s a realistic fit for your available time and resources, you’ll eliminate the possibility of blogging burnout – allowing you to maximize the potential of this promotional strategy for the long term.

Sujan Patel
Sujan Patel has over 12 years of digital marketing experience and has helped hundreds of clients increase web traffic, boost user acquisition, and grow their... Read Full Bio
Sujan Patel
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  • Nick Stamoulis

    ” but only if you’re honest about how much time you can realistically dedicate to the project.”

    That’s usually the hardest step. You have to set attainable goals and deadlines for yourself, or you will have lost the race before you even started. This is especially important if you’ve got a manager looking over your shoulder expecting some kind of result. You don’t want to set yourself up to under deliver because you just don’t have the time.

  • Sahil

    Great post Sujan! When there is a burnout or a kind of, Its always better to allow guest posts on the blog – no wrong in contacting some of the best in the niche and in asking them to write a guest post for the site. To be consistent at writing quality posts its always better to keep reading and stay updated with the latest in the industry which can help in at least writing simple yet effective posts like aggregators etc.

  • Cole Evans

    Great piece Sujan, very timely as well. I am currently writing for a number of websites and it can be a bit daunting to keep with it all. I agree with Sahil that when the heavy burnout hits, it is always nice to use some guest blogging to get a bit of reprieve.

  • Emily Bradbury

    Great post Sujan. Over time it can become really difficult to keep coming up with good ideas for your site’s blog. We brainstorm titles as a group, which really helps to develop ideas and come up with something new. Looking back on your past posts can also inspire you to develop past concepts further. Here are our tips:

    • Alvin Brown

      #’s 6, 9, and 10 seem to do the trick for me whether writing is involved or not! 🙂 Sometimes I need a simple context switch and other times I just have to call it a day on the topic at hand. Thanks for sharing those tips.

  • Carlos

    I’m one of those business owners with limited time to blog which you noted above. My goal has been modest: one blog post per month, but more when possible. Once in awhile, I might have time to write 4 posts in a given month.

    I decided to start engaging in content curation at the beginning of the year. I thought if I engaged in content curation, I might be able to curate more often and still blog once per month. But I’ve learned good curation takes as much time for research and planning as good blogging.

    However, there’s been a twist. Because curation means going wider in terms of researching good topics, it has led me to a near state of burn-out for blogging. It’s harder to focus on just one topic.

    Do you know if others who have tried blogging and curating experience the same problem? They almost seem exclusive of each other for the blogger with limited time.

    Now, I feel torn. Any tips how to do both?

  • Rahul Chawla

    Thanks Sujan,

    As always you are a champ and once again thanks for sharing.

    Hopefully few good ideas pop up in our dreams as well !