The hardest part of maintaining a marketing blog is coming up with content … and producing it. Many attempts are abandoned simply because tier advocates didn’t realize just how much work it would involve. Doubtless, blogging is labor-intensive, but there are ways to make it much, much easier to keep your blog fresh without turning it into your full-time job. You have content all over the place and just need to put it to work for you.

1. Original content
This is the tough stuff, which you’ll need to write from scratch. But, you don’t need an original post every day. Limit the original content to once a week, but try to make it substantial (400 to 500 words).

2. Video from IT manufacturers
Use content from your manufacturing partners; they produce plenty. Click here to read about this in more detail.

3. Deals
Running a promotion? Stick it on your blog. This will reinforce other communications and make it accessible to prospects not on your list yet.

4. Newsletters
Every time you send a newsletter, put it on your blog, with a link to the newsletter itself and an opportunity to subscribe. In addition to gaining you a post on your blog with no incremental investment, it will encourage first-time visitors to opt in.

5. Lists
Promote what you’ve already written. Run lists of posts on specific themes – for example, “Five Stories on Compliance.” It will have links to your five most recent (or most popular IT compliance-related posts). Every Friday, run a “week in review” with links to the most popular stories on your blog that week. Visitors to your blog will stick around longer and read more.

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