It’s all about planning
Most people start blogs and newsletters brimming over with enthusiasm, then lose momentum. In many cases, they’ve quickly used up most of their great ideas. That’s why you need a plan.
Attention spans are short, especially online. So keep your content brief. Do not cram all your best concepts into the first few posts or issues. Spread out your topics to build interest and loyalty.
You’ll need to consider how often to publish. This will depend on the time you want to spend and how often your readers want to hear from you.
Frequency builds recognition and engagement. But if the high quality of content is not maintained, you risk turning off readers and undermining your reputation. Quality trumps quantity.
Once you have a rough idea of your publishing frequency, write a list of topics you’d like to cover and place them in an editorial calendar. You should not be a slave to this schedule, but you’ll be thrilled to see it when you’ve been side-tracked by other pressing concerns.
Of course, you’ll need to be prepared to change course immediately when something relevant happens or a shiny new idea pops into your mind.
To develop your editorial calendar, start with seasonal items. For example, if you’re a real estate agent, you might spend the early months of the year advising prospective sellers on how to prepare their home for sale in the spring, when buyers start shopping.
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