Have you been thinking of starting a blog for your business or private practice but have never been able to get started? Or do you have a blog but you post on an ad hoc basis and lose momentum when you don’t see immediate results?

I get it. It can be disheartening when you spend hours or days preparing a blog post, only to hear crickets when it goes live. But here’s the thing about blogging: it’s a long game. A blog is evergreen, this means the content lives forever so that means even if someone didn’t connect with it today or next week, they may connect with it several months or years down the track.

It works differently from social media. Social media content can go viral almost immediately only to taper off and then disappear into the ether. The content is not evergreen, it is transitory.

A blog builds organic growth. What does this mean? It means that people who are actively searching online for the services you provide will be able to find you via your website. The more valuable content you have on your website, the more likely people will find you through the keywords they use on search engines.

Organic growth is advantageous over opportunistic growth. Opportunistic growth relies on reaching out to people at the right time with the right service fit. This is typically what happens when you rely solely on social media but with a website, people are actively searching for you.

This is why blogging is a long game. It’s an investment in your business that will pay off down the track. This may be a couple of months, it may be six months or a year or more but your business is worth investing in.

It’s a new year and now’s the time to invest in your business for the long haul. Here I share three tips to launch your 2023 expert blog.

3 tips to launch your 2023 expert blog

1. Strategy

Consider the purpose of your blog. Do you want to increase your visibility so that you’ll be invited to speaking events? Do you want to increase referrals to your practice on a specific presenting issue or target population? Hone your content goals and then create a strategy that aligns with them. That means writing about topics related to your content goals. If you want to be known as an expert on sleep disorders, then write about them. There’s no rule that you have to write about everything you know and put it on your website. In fact, writing about too many unrelated topics will confuse Google. Help Google make sense of your website by writing about related topics so that it can send people to your website. This type of organic growth is where the power of blogging lies.

2. Consistency

Creating valuable content builds trust, anticipation and predictability for your audience. When you write valuable content, people will be interested to know what you write about next. But it has to be consistent! There’s no point rushing out seven daily blog posts only to disappear for a month. Consistency is key.

3. Share your blog posts

Have you ever written a blog post and then been too worried about what people think of you to actually tell people you wrote said blog post? It happens. The reality is until your website builds up enough content to rank on Google and for people to find you organically, you have to put in the hard yards on social media first. Share what you write! Choose one platform that you feel most comfortable with whether that’s Facebook, Instagram or LinkedIn and commit to sharing your content on at least a weekly basis. Then you can repurpose the blog post to make shorter posts, reels or carousels for social media so that your audience has more ways to engage with the content. The goal here is to bring your audience off those platforms back to your website. So be sure to include links to your blog post wherever you can.

Launch Your Expert Blog

Want more tips on how to launch your expert blog this year? Download my FREE ebook Launch Your Expert Blog to kickstart (or restart!) your blog this year.

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