I know we’re all looking for ways to keep our blog content updated regularly. Regularly updated information keeps readers coming back, shows the world that you still exist, increases search engine visibility, and of course, can provide content for books later on. But the ongoing question is always HOW do I create all that content?
A great way to keep your blog fresh is to post content that is relevant to your industry RIGHT NOW. Here are five ways where you can be sure that you’re “in the loop” for what’s big in your industry right now.
1. Google Alerts
Set up a Google alert for a keyword in your industry and have it deliver the content once per day. My trick here is to tell Google to give me EVERYTHING from every source it can; not just what Google deems “important”. This gives me insight into what is happening globally, in local markets, and far beyond the blockbuster news stories.
A word of caution here: your alert will ONLY be as good as your keyword! My keyword of “publishing” returns me TONS of results every day but only a small portion of the results are relevant. After a few weeks of scanning the articles, I was able to narrow and refine my alert’s keyword.
2. Troll Facebook
Now, before you tell me “But Kim, all my people hang out on LinkedIn” (or Twitter or Google+ or WHATEVER) just trust me on this one! Because I can pretty much guarantee that your competition or the biggest player in your industry has a presence on Facebook. So scan that fanpage regularly for what are they posting about what is happening in your industry. Then, you can follow the news back to its source to get the full scoop or do some digging about contradictory positions.
It’s okay to let somebody else do some of the research for you! Plus, they’ll also be sorting for what’s important and letting the fluff go by. Just be careful that you’re not just copying somebody else’s media strategy or opinion about what is breaking news!
3. Subscribe To Industry Magazines
Online or offline, your industry will have a few key magazines. The real gold here isn’t always in the current editions but in the archives. As a subscriber, often you can access older issues for free or low cost. What you’ll see after a while is a pattern to when they’re timing their articles. So when you start to see that pattern of “They always have an article about THISandTHAT in March” then you know that this is a seasonal topic that you can research ahead of time and be ready to jump on board.
By the way, any regularly published industry “publication” will work. In addition to subscribing to two writing magazines, I also get three email newsletters about writing and publishing. Authors aren’t super big into podcasts since we like written words but if we were, I’d listen to the podcasts as well.
4. Get On Press Release Lists
Specifically the press releases for the key players in your industry. For my outdoor recreation business, I’m on the press release list for the local National Forest. For publishing, I read the press releases from Amazon.com and Barnes & Noble. Instead of waiting for the story to break in a huge publication and then cover it later, I get the information at nearly the same time the biggest news outlets do.
Here’s the ninja move though:
Instead of JUST posting the press release to your blog (which can be okay) you can insert your expert opinion about what the update MEANS. For example, my article Why Traditional Publishing Isn’t Fair is based off an article I found but I didn’t just republish the article. I gave my expert opinion about what it means to us as independent authors.
5. Create The News
I know a ton of business owners who regularly submit press releases to their local papers or to distribution services but who NEVER post the content directly on their website! Or if they do, it’s buried under a Media tab. If you’re the one doing something newsworthy in your industry, toot your own horn and tell people about it.
Remember that the style and format for a press release is far different than a blog article! You can either post the press release directly into a blog article or you can take the same news and repackage it to fit the style and tone of your blog.
A word of caution about tips 1 – 4: be sure that you are fully vetting any source materials you use. You don’t want to perpetuate bad information or run the risk of looking like you didn’t do your due diligence to make sure that the facts are accurate.
It can take a lot of time to sort through the news. Even if you don’t end up using the information on your blog, it’s never wasted time because it helps you have a “big picture” look at your industry.
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