Content Mastery Guide

Editor and Ghostwriter

How to Manage a Multi-Author Wellness Blog

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calendar tools multi-author blog
© djvstock – Fotolia.com

You’ve worked hard to create a team of qualified wellness professionals who deliver a range of services to your clients. But does your clinic blog reflect the unique wisdom and experience they each bring to the table?

Giving your team of practitioners a voice on the clinic blog has five key benefits:

  1. It lightens your load as the clinic owner to produce all the content.
  2. It gives each practitioner the chance to develop and express his or her own individual identity (brand) as a wellness professional.
  3. It demonstrates the depth and variety of the services and approaches available at your clinic.
  4. It helps your practitioners, clients, supporters and friends promote your clinic by sharing links to practitioners’ posts on social media.
  5. It cultivates a sense of teamwork, belonging and pride amongst the blog contributors.

Starting a blog and posting consistently can be challenging, and having more bloggers can mean there are more ways for things to go astray. Let’s go through some concrete tips for how to manage a multi-author wellness blog for ultimate success.

Before you start a multi-author wellness blog at your clinic

Long before publishing your first post, create a clinic or team blogging plan so that everyone is on the same page (here are the five things to include in your clinic blogging plan).

How to keep your clinic blog going

Once you have your plan and you’re ready to start, here are some helpful tips to stay consistent:

  • Create a shared calendar for editorial topics and timelines. Make it easy for writers to plan ahead, and for you or your editor to follow up as needed. Try Google Calendar or blogging-specific WordPress plugins such as CoSchedule, Edit Flow, or Editorial Calendar.
  • Hold regular meetings for the blogging team, where you can brainstorm ideas, troubleshoot problems, and celebrate results. If you keep restating the blog’s purpose and goals, it will boost motivation and enthusiasm for the project.
  • Offer alternatives for reluctant writers. Some of your practitioners may not have the time, patience or skill for writing, but with a little creativity, everyone’s voice can be heard. For example, let them talk out their ideas as a video or audio recording. Then have an editor or ghostwriter turn those ideas into a written post or a bulleted list of highlights published along with the video or audio message.

Promoting your wellness clinic blog

Readers will not remember to visit your blog, so you have to invite them back to read every new post. Ask everyone on your team to share links to the latest blog post – on social media, in their email signature, or in response to a question related the post’s topic. You can even supply pre-written social media teasers that will get readers curious about the post.

Give readers an easy way to share your posts on social media by installing social sharing apps and plugins (ask your web developer for help and recommendations).

As well, show your appreciation to your blogging team by spotlighting your contributors in your clinic communications on social media, in emails and/or newsletters, and in flyers posted at the clinic.

What can go wrong with a multi-author wellness blog

Here are some of the most common issues that may arise for multi-author blogs, and my suggestions for how to overcome them:

  • Maintaining quality – When writers are feeling pressured to finish a post on time, or just unsure of how to write an effective blog post, quality can vary. Share examples of the types of posts you’re looking for, as well as a style guide or simple checklist for writers.
  • Running out of steam – Things start out well, but then begin to fade. Eventually, posts get less and less frequent and in some cases they stop completely. Sometimes it’s because contributors aren’t seeing clear results so they have no motivation to put in the effort. Hold regular meetings to discuss concerns and celebrate results. Work as a group to brainstorm topics and reignite enthusiasm for the project.
  • Losing contributors – If one of your prominent bloggers or even the blog manager leaves the clinic, gets an influx of clients, or has a personal situation, the blog can flounder. Head back to the drawing board and make sure all five elements of your blogging plan are in place and still relevant, including someone to take ownership of the blog.
  • Competing priorities – There are many moving pieces in the day-to-day life of your clinic, and sometimes blogging might need to take a back seat. Do what you have to do, whether that’s stretching out the frequency of posts or taking a break. Get back on track as soon as you can. Always start with a fresh blogging plan so everyone has clear guidelines and the same goals in mind.

A clinic blog can give your practitioners more visibility and credibility to potential clients, current clients, referral partners and other supporters. Use these strategies to ensure your blogging team’s success.

P.S. How healthy is your wellness clinic blog? Join me for a personalized review and free advice.

12 Blogging Pitfalls to Expect in Your First Three Months

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© Milkos - Fotolia.com
© Milkos – Fotolia.com

You’ve convinced yourself that blogging is a good idea for your wellness practice. If you work in a clinic setting, you’ve gotten the rest of the team on board. All you have to do now is turn your subject matter expertise into captivating online content.

Before you start, be aware of these 12 predictable pitfalls you will face in your first three months of blogging, and plan for how to survive them:

1. Copycat confusion

You try to model your blog after others in the industry, but you don’t get the same results. What you’re missing is the solid foundation underneath any successful business blog. Survival tactic: Study other blogs for what you like and don’t like, then apply those things to your own unique blogging strategy.

2. Lack of buy-in

You were gung-ho from the start, but now you’re experiencing skepticism and resistance – either internally or amongst your clinic team. There’s confusion about what you’re doing and why. Blogging may feel like an onerous extra step that dilutes your existing marketing efforts. Survival tactic: In your blogging strategy, show exactly how blogging will fulfill your marketing goals.

3. Too many ideas / Too few ideas

You may be flooded with new ideas for blog posts, to the point of overwhelm. Or, you may feel unsure about which subjects would make a good post. Survival tactic: Create an editorial calendar and pre-populate it with key topics that meet your customers’ needs and your goals for the blog.

4. Branding confusion

If your blog has a different look and feel than your website, visitors aren’t getting a unified experience of your brand. Survival tactic: Work with your web developer to integrate the blog into your main website, with the same colors, layout and navigation options.

5. Every post is a dead end

Some people say they’ve seen and liked your blog, but most tell you they weren’t aware of it, or they didn’t realize anything new had been added. Survival tactic: Offer an email subscription for your latest blog posts. As well, link to other related posts from each post. Lastly, suggest one action readers can take after they read, e.g., read other posts, leave a comment, connect with you on social media, or learn more about one of your related products or services.

6. Comment obsession

You check the blog several times a day and despair there are no comments. Why do other blogs have comments and yours has none? Survival tactic: Have patience. It takes time to build an audience. Also, with some topics people may not feel comfortable leaving a public comment. This doesn’t mean that the blog isn’t working.

7. Inconsistency of quality and frequency

One week there are two new posts, then nothing for two months. Most posts are well written and researched, but if you’re honest, some lower-quality posts were published just to have new content. Survival tactic: Have a clear process for managing the calendar, editing submissions, and adhering to the basics of blogging.

8. Category clutter

Each contributor makes their own list of categories for every new post. Soon, there are several versions of the same category, creating confusion for readers and writers alike. Survival tactic: Lay out five to seven key categories in your initial blogging strategy and insist all posts fit with that list.

9. Good content can’t get through

In a larger clinic or organization, you may need to have your company’s legal, human resources, or communications department review and approve posts. Sometimes they’ll ask for revisions, and this can feel frustrating when you’re trying to keep your blog fresh and current. In other cases, it’s just one person who’s the bottleneck (it might be you). Survival tactic: Consult any content reviewers when writing your initial blogging strategy, and then meet regularly to discuss their issues and concerns. If you’re on your own, keep an honest eye on any delays and get the help you need.

10. Losing enthusiasm and fizzling out

After plowing forward for awhile, you start to question whether this is worth the time, effort and stress. You post less and less, and blogging moves down the list of daily tasks until it’s relegated to a few stolen moments in between more pressing priorities. Survival tactic: Follow your editorial calendar and keep posting. Read articles about successful blogging techniques and the benefits of blogging.

11. The pull to quit

As you post less, momentum stalls and you lose touch with your initial enthusiasm for blogging. You wonder whether it’s going to produce the promised results, and when. Survival tactic: Set clear and realistic goals for your blog, with both qualitative and quantitative measurements. Schedule specific times to objectively review these measurements. Remember that blogging is a long-term strategy that builds on itself and creates a collection of marketing collateral you can draw on for years to come.

12. Success!

If you plan ahead for these pitfalls and apply these wellness blogging survival tactics, you will see a return for your blogging efforts, such as increased awareness in the marketplace, more leads, or the “social proof” of people liking and sharing your pages and content. Some savvy marketers even turn their blog posts into other valuable assets such as white papers, presentations, books, case studies, videos or checklists.

Your first three months of blogging don’t need to be a battle through one pitfall after another. Learn how I can help you master the art of blogging for clients.

P.S. If you liked this post, you might enjoy the Blogging Tips newsletter, delivered weekly to your inbox! Sign up here.

12 Most Tenacious Ways to Keep Blogging on the Front Burner

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© Chepko Danil - Fotolia.com
© Chepko Danil – Fotolia.com

Have you ever started gung-ho on a new venture and then pushed it to the back burner when another more pressing thing came along? Many people tell me this is what happens when they start blogging.

They post here or there, but when faced with the decision to keep up with the blogging or toss it aside, the poor blog got the toss.

Here are 12 ways to keep blogging on the front burner often enough to see some results.

1. Start with a plan

Create a blogging plan so you know exactly what you’re trying to achieve and how.

2. Draft a content calendar

Come up with topics, titles, and ideally outlines for each blog post you plan to write over the next month, quarter or even year.

3. Read other blogs that inspire you

Look for people that seem to have fun with their blog, and are blogging at least once a month. These blogs may or may not be related to your business; sometimes the best inspiration comes from an outside perspective.

4. Convene with other bloggers

Join a Twitter chat, online forum, or social network group for bloggers with similar interests, e.g., business owners, foodies, crafters, dog lovers, or another community. Review some of the recent discussions, respond where you can, and post your own questions.

5. Buddy up

Find someone to set accountability goals with (a coach is a great tool for this!) and keep in touch regularly about how you’re doing.

6. Keep blogging in your sights

Set up visual blogging cues around your workspace, like a printout of your content calendar or to do list. Then set appointments to work on your blog, with reminder timers that will get your attention.

7. Take care of your physical needs

You’ll have better access to your creativity and brainpower if you’re rested, hydrated and well-fed.

8. Give blogging the best part of your day

Maybe not every day, but set regular stints in your calendar where you use your peak creative and focused times for blogging.

9. Divide up your blogging tasks

Don’t try to start, finish, post and promote a blog post in one sitting, because that just sets you up to fail. Schedule separate blocks for each part of the process and then feel great about getting that done.

10. Close unnecessary windows

If this is the time you dedicated to brainstorming, drafting or outlining your post, you really don’t need the Internet. Just add a note in your document that there is a link or reference you want to add, and fill it in later. Make it easier on yourself to stay focused.

11. Scrap a lifeless post

If the energy isn’t flowing with a particular post or topic, move on. If blogging feels like slogging, it will be even more tempting to push to the side. Find another topic from your blogging plan that lights you up right now.

12. Just do it

Like other tasks that are good for you, you may not always feel like blogging, or want to give it any of your precious time. Do it anyway and reap the satisfaction of following through, and the rewards of adding to your growing library of valuable content.

12 Most Fierce Ways to Protect Your Blogging Time

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© emiliau – Fotolia.com
© emiliau – Fotolia.com

Blogging can easily fall off your to do list when you’re faced with other pressing tasks in your business and life. Yet blogging only works if you do it consistently and you do it well. Since achieving both those things requires time you don’t think you have, here are 12 ways to set and protect that time.

1. Put it first

While it seems counterintuitive, try working on your blogging tasks before client work or business development. This may be the only way to keep blogging from getting pushed behind your other priorities. Then, let the accomplishment of making progress on your blog fuel your confidence (and grow your business!) all day long.

2. Schedule it as an appointment

Simply setting the intention to blog will not make it happen. You need to clarify when you will blog, and get it onto your calendar. Treat this the same as you would any other important commitment.

3. Say no to yourself

If you feel so overloaded with tasks that you can’t imagine taking even 20 minutes at the start of each work day, there is too much on your plate and something has to give. This is a life issue, not a blogging issue, and the rest of your life will be ever so grateful to your blog if you stop taking on too much – and start delegating some of what’s already there.

4. Say no to other people

Whether you’re at home or at work, chances are people are asking for your time. While blogging, close the door, turn off your phone, and stay away from email (see #6). (When you do need to book an early morning meeting or other commitment, reschedule – don’t cancel – your blogging appointment.)

5. Change your environment

Sometimes the easiest way to escape other people’s demands is to relocate. The hustle and bustle of a busy coffee shop can be a soothing form of white noise. Or bring your own white noise or background music.

6. Control your environment

Staying away from email is easier said than done (believe me, I know). There are many software solutions for keeping distractions at bay while you write. (I tend to use this approach instead.)

7. Catch competing ideas

Have a notepad handy to write down unrelated thoughts so you know you can come back to them AFTER your blogging time. Some posts require research and gathering links, but while you’re writing, pledge to stay on the screen and just note the things you want to look up later. This practice has been hugely helpful to me.

8. Collect new ideas

If you’re feeling uncertain about the blog writing process, you’ll find any excuse to avoid it. In between blog writing sessions, be sure to make notes about possible blog post topics (e.g., customer questions, web research, magazine covers, current events). You’ll be more eager to sit down and stick with it if you already have something to work with.

9. Buddy up

Pair up with someone with similar blogging goals, join a mastermind group where you hold each other’s feet to the fire, or a try a “take action” day. You could have a friendly competition, or just lean on others for encouragement and acknowledgement.

10. Link your blogging goals with your business goals

If you know why you’re doing something, you’ll feel more inspired to do it. As you’re planning your blogging time, write down a few reminders about how blogging will bring customers to your business.

11. Stick with it

Set a timer and force yourself to sit through periods of writers’ block, discomfort, or even boredom. Leo Babauta of Zen Habits suggests you make each particular task – such as blogging – your entire universe. If you can get over the hump of starting and push past the first urge to flee, you’ll be surprised how prolific you can be.

12. Match the task to the time

Feel low in the middle of the afternoon? Perk up with some stock photo sites and batch the task of finding photos for a few blog posts. Feel most creative and focused in the wee hours? Plan to outline, brainstorm, and write then.

We all have the same 24 hours. If you’ve decided to tap into the power of blogging to attract new customers for your business, please give it the time it deserves.

P.S. If you liked this post, you might enjoy the Blogging Tips newsletter, delivered weekly to your inbox! Sign up here.

12 Cures for Blogging Overwhelm

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© utoimage - Fotolia.com
© utoimage – Fotolia.com

Busy-ness is a common theme for wellness clinic owners and wellness practitioners. You always seems to have more things you want to do than time in the day to do them. And now you’re supposed to blog, too?

Whether blogging is a job requirement or one of your own marketing goals, when it’s piled on top of a full load it can be tough to muster the the motivation to follow through.

Yet an abandoned blog will wave a red flag about your credibility every time a visitor lands on your website. And if you’re not blogging yet, you’re denying prospective clients the gift of discovering your expertise in the very area they need help.

Before you give up on the idea of blogging for your business, consider these 12 soothing truths for overwhelmed bloggers:

1. You can miss a post

You can remove the word deadline from your vocabulary. For most of us, very little that we do in a day is a matter of life or death. We make plans and schedules, and then we do our best and recalibrate when we must. The world won’t end if you veer from your editorial schedule. Reset the delivery date (isn’t that a nicer term?) and move on.

2. Inspiration always returns

When I sit and agonize over a post that’s not flowing, I find that I can turn my attention to something else and trust that when I come back, I’ll be given the inner or outer resources I need. If that means a blog post isn’t done when I hoped (or never gets done – link to when to scrap), that’s okay, I just refer to Truth #1.

3. No one is reading every word

In an interview with Tema Frank of Frank Online Marketing, I was reminded of the humbling fact that even though I review every single word of my blog posts several times, that’s not how people are reading them. They’re much more likely to skim the headlines, as you may be doing right now, honing in to read only certain sections.

4. There is no perfect

Though my attention may be drawn to industry giants who blog beautifully and brilliantly on a regular basis, in the grand scheme of things there are far more businesses who blog less frequently and definitely less perfectly. Depending on your niche, you might already be the one who’s farthest ahead, and you’ll be improving with every new post.

5. Everything improves with repetition

The more you write, publish and promote blog posts, the easier and more effective you will become. You can also use your published posts to measure your responses, do more of what’s working well, and experiment with things that may work better. Josh Kaufman claims you can get noticeably better at any skill by applying 20 hours of focused practice (that’s 40 minutes per day for a month). Writing every day doesn’t mean you publish every day, but it will do wonders for your confidence and skill.

6. Mistakes can be deleted

You can go back anytime after a post is published and correct a typo. If you’re adding new content or correcting misinformation, I recommend you clearly label that new information. Yes, people who subscribe to your blog will get the original version in their Inbox, but you can still take comfort in knowing the corrected version is the one that will live on forever.

7. You can let go of something else

Take an honest look at the time and money you’re currently spending on promoting your business. If something isn’t delivering results, can you funnel that investment into your blog? Be just as honest about your personal time. If you watched one less episode of a TV show or were more efficient with your errands, couldn’t you find a few minutes for blogging?

8. Blogging gives way more than it takes

Your blog posts can do double duty as content for social media, email newsletters, presentations and more. And as I mentioned in Truth #6, blog posts live forever on your site for new people to discover.

9. More isn’t better

Very few businesses need to be publishing a new blog post every day, and once a month might even be enough. It’s better to spend a few minutes each day working towards one really solid post, than to force yourself to eke out more frequent posts that aren’t well thought out or effective.

10. It’s okay to split

A clinic blog can have multiple personalities, topic areas, and even audiences, as long as they’re clearly defined and organized so the right people can find the information that’s for them.

11. If you can help, you can blog

Your wellness clinic exists to help people, and that means you already have everything you need for a terrific clinic blog. These days we often turn to the Internet first when we have questions – if you can provide answers that help people begin to solve their problems, they’ll come back for more. When it’s time to get expert help, you’ll be right there on their screen.

12. There is help for blogging

Whether it’s planning a blog strategy that incorporates your marketing goals, coordinating or interviewing subject matter experts, writing and editing blog posts, posting them to your site, or promoting and sharing them on social media, there are people with those areas of expertise.

For an overwhelmed blogger, the most soothing solution of all may be to share or pass along the task. That way everyone on your team can do what they do best, and you get to concentrate on running your business and serving the new clients your blog will attract.

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