Your Brand Will Benefit From a Content Program, Part 2: Addressing The Concern of How to Keep Regular Content Flowing

Your Brand Will Benefit From a Content Program, Part 2: Addressing The Concern of How to Keep Regular Content Flowing

In a previous post, I kicked off a series addressing common arguments against building a content program for your brand.

Here are the main arguments addressed in this series:

  1. Blogging isn’t applicable to my brand.
  2. It’s hard to keep regular content following.
  3. Gaining followers is a slow process.
  4. It’s overwhelming to know where to start.

What’s tricky is that there’s an element of truth to all of these concerns. I’m hoping, with this series, to equip you to address these concerns head on. Because no matter what industry you work in, your brand will benefit from a content program.

In this post, we’ll focus on keeping a regular content program flowing. It’s more doable than you think!



First things first, set a writing schedule and stick to it.

  • Pick a number for each week: how often do you want to write? Set a reasonable goal but be realistic that you need to have a new post up at least once a week to be relevant.
  • Select days of the week that will be blog posting days (and then have grace for yourself, knowing life will inevitably get in the way sometimes). The regularity will help your readers know when to expect something new from you. A set day of the week also gives you some accountability, setting deadlines for you to hit. 

Don’t put all the pressure on yourself. Yes, the goal is for you to be a regular author on your blog, but its doesn’t have to be all on you. Especially when developing a brand – other voices can support your brand vision and provide a new perspective. It also takes some of the pressure off of you to always be the creative, driving voice.

  • Connect with the influencers in your life for inspirational interview-style posts.
  • Solicit your connections for aspiring writers and creatives looking for an outlet. Give them a topic to focus on and ask them to post once a month.
  • Consider looking for inspiring entrepreneurs and game changers in your field – folks that you admire. These kinds of leaders have great guest post potential!

Be realistic that writing often isn’t easy, but the end result is rewarding. Once you get in the habit of completing posts on a regular basis, you will be motivated to continue. The key is to make writing a regular activity. Even if you don’t feel inspired, sit down and put something on paper. We have a few resources on the Ink & Well site to help when writer’s block hits:

You have more to share than you realize! Your life experiences and the time you’ve spent in your field of expertise are unique. Others can learn from what you may consider to be common knowledge.

  • Spend time reflecting on what you do best and get ready to share tips and best practices that you’ve found to be helpful.
  • When it comes to your brand or the product you are selling, don’t take for granted that everyone already understands all the ins and outs. People may not see how useful your offering could be to them. Find ways to translate this – share tips and strategies that are tied to your expertise and the value of what your brand is offering.

Look for inspiration. If you are blogging regularly, read other bloggers as well. Be inspired by their creativity. Unique ways that someone is positioning a concept could spark an idea for a new way to position your thoughts as well. 


The Takeaway

Yes, building a content program definitely has its challenges, but don’t let the arguments against this concept immediately turn you off from the whole idea. A profitable way to grow your brand could be staring you in the face, if only you could see around the challenges that stand in the way. We’ll continue to address these concerns in future posts. In the meantime, if you want to get started now, look no further. Schedule a brand consultation and let’s started today.

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