Marketing: Make This The Year Of The Blog

Marketing make this the year of the blog

“Learning to choose is hard. Learning to choose well is harder. And learning to choose well in a world of unlimited possibilities is harder still, perhaps too hard.” Barry Schwartz

It was morning at the local grocery store in Southern California. Just like every other Saturday morning.

With one exception.

Before the store opened, researchers had set up a table with an attractive display of local jams for sale. On this Saturday, 24 jams were on display. Consumers would stop, taste one more more of the local products and then either pick up a jar to take to the check out counter or continue on their way.

Then, on following Saturday the same table was prepared, but this time with only 6 varieties of jam. Same store, just fewer options.

Guess which display table led to more sales?

You guessed it – when there are more options, people tend to get overwhelmed and do nothing.

Fewer options is better.

This is also true in business: for example, when faced with too many marketing options you might, in fact, do nothing. Psychologist Barry Schwartz called this the ‘paradox of choice’. And that brings me to marketing. Just like jars of jam, when faced with too many marketing options most people either dabble in a few ideas or do nothing at all.

And it’s getting worse. For the last decade we’ve been inundated with a truck-load of online marketing choices.

Should you build your Facebook followers, post videos on YouTube, learn all about Instagram or plan an affiliate launch?

For the last decade we’ve been inundated with a truck-load of online marketing choices Click To Tweet

Or, maybe you should simply reduce your choices and focus on what works?

Blogging works

We love blogging because, unlike most other online marketing strategies, it keeps on working for us. And, despite all the hype of “latest, greatest” social marketing, every year more companies are investing in their blogs.

Companies with active blogs enjoy 55% more inbound traffic and receive 67% more leads than those that do not.

Your blog will attract new followers, keep you in touch with clients and help convert followers to buyers. Even your old posts keep attracting readers.

And, as much as we like promoting on our social channels, good luck getting people to read an old tweet or watch a two-year old video on YouTube.

So, why not make this your year of the blog?

How to make this the Year of the Blog

Alrighty, you’ve committed to blogging. But you’re feeling a little unsure how to get started. The last time you published a blog post was 5 months ago and that one took you two days to write. Ouch!

At BlogWorks we speak with bloggers every week who have this challenge—they know their blog should be central to their marketing, but they struggle to publish. Just like the Jackson’s 1970’s hit song, “A-B-C it’s as easy as 1-2-3,” blogging can be as easy as following 3 steps.

By the way, “A-B-C” stands for Always Blog Consistently (I’m kind of proud of that one).
1. Set your goals
2. Block the time
3. Follow an SOP

Let’s dig into the details:

1. Set your goals

“A goal properly set is halfway reached.” Zig Ziglar

Creating a few meaningful goals for your blog doesn’t have to be complicated or scary.

Start with a few metrics which are important for you, like: site traffic, list size, publishing frequency and
then create the goal based on last year.

For example, if your site traffic last year averaged 1,000 users (unique visitors) to your site your new goal could be to increase site traffic to 1,500/month.

Similarly, if your list size is 800, make a goal to double it this year.

And if you published 10 times last year, commit to 2 posts per month, or 24 posts in the year.

But, don’t stop there. Goals only work if you check on them. At least once a month, fill in a simple spreadsheet with your progress.

Pro tip: At least once a month update your blog goal sheet.

2. Block the time

“You should be far more concerned with your current trajectory than with your current results.”
James Clear, Atomic Habits

I have written about time management and productivity for over 10 years. And I’ll let you in on a little secret…

When I’m coaching chronic procrastinators or clients who are tackling huge projects I always recommend one strategy. Are you ready?

Block your time.

Admit it, if you had a 2:00 appointment with your dentist, you’d prepare, leave home and be there on time. Right?

When you block time it becomes an appointment you can’t break.

It’s no different with a scheduled conference call, webinar, sales meeting, or meeting a friend to show them this blog (hint, hint). When we block time for a meeting, we treat that time differently. You can always move that time block, but your writing time should be protected.

Most authors, bloggers, speech writers and other creative people do their best work in the morning, shortly after waking up. That could be a good place to start blocking your blog writing time.

3. Follow your SOP

“The secret of your future is hidden in your daily routine.” Mike Murdock

Creating your first Blog SOP can be as simple as recording all the steps in a Google Doc.

One of the best changes I made to my blogging was to create a Standard Operating Procedure.


That’s right, one of the changes that accelerated the growth of this blog and my blog was to document all the steps it took to get my rough draft published and promoted.

Two things happened: 1) I wasted less time trying to muddle my way through all the minutia of WordPress tags, categories, headers, etc. 2) I was closer to outsourcing the $12/hour jobs.

Once I’d written up all the steps (and there were over 30 steps!), it was obvious that a disproportionate amount of time was spent doing non-creative, routine tasks. In fact, I created BlogWorks because of that exercise!

To get started, use Google Docs (it’s easy to share when you are ready to outsource this) and simply list all the steps your blogging process needs. Next, identify repetitive tasks you can outsource. For example, you might want to outsource creating the Featured Image for each post.

Contact us to learn how we can transform your rough draft into a published and promoted post.

Liked this post? Here are more posts about getting that blog published!
A Simple Lesson in Time Management (That Will Make You Money)
How To Blog More Consistently (And Stop Missing Deadlines)
How To Write Blog Posts Faster And Better

Google Analytics for non-analytical people

Google Analytics Basics

For a long time I resisted Google Analytics. Just the word “analytics” conjured up images of unwashed twenty-somethings ogling Excel spreadsheets while sipping Red Bull and mumbling about decimal points of Pi.

No thanks.

It was only when I realized that without Google Analytics (GA) I didn’t know a damn thing about my blog I was converted.

“The oldest and strongest kind of fear is fear of the unknown” — H.P. Lovecraft Click To Tweet

In my most recent post I showed you how to know if Google Analytics is installed and collecting data on your site. Now it’s time to look beneath the hood and see what we can learn from the data.

When you first log into your Google Analytics (GA) account it might look a bit overwhelming – lots of graphs, numbers and menus. Don’t worry – most of it you can ignore.

First, it’s helpful to remember that GA only records what people do on your site. Every time someone arrives, clicks, leaves, returns, clicks again is all recorded. It even tracks where they came from, what device they were using and what they had for breakfast (kidding).

With Google Analytics, your job is to decide the minimum data that is meaningful to your business. Here’s where I get started.

Just the facts, ma’am

When you sign into Google Analytics (if you have multiple websites, like I do, use the same Gmail account to access them all) you get the main dashboard.

main dashboard

Let’s jump into the main dashboard results you should know about. Note, you can change the time frame in the top-right corner. Default will be the last 30 days.

Sessions – total visitors

Users – total unique visitors (each person is counted once). This is sometimes called “uniques”

Pageviews – total pages viewed

Pages/Session – average number of pages each person viewed

Avg. Session Duration – average time on site

Bounce Rate – percent of people who left after one page (lower is better)

% New Sessions – estimate of first time visitors out of total visitors

You can easily get GA to email you on a regular basis this dashboard, or a custom dashboard. Before I started using www.cyfe.com as my main dashboard, I received a monthly custom dashboard from GA and it was a quick way to see what was going on.

Alrighty. Now that you’re educated on the basics, let’s look at some deeper data you can dive into (not to mention a few more alliterations).

Your top blog posts

One of my favourite stops is Behaviour > Overview this chart shows me my top traffic blog posts. The idea is to monitor what posts are going viral (you might be surprised at how old your top posts are) and then to write more on those topics.

Behaviour report

For example, I know if I write about mistakes speakers make or how to make money as a speaker, those posts will always do very well.

Traffic sources

Head over to Acquisition > Overview to see where your visitors are coming from. Once there, click on “Organic Search” to see the keywords they are typing in their browser to find you.

Acquisition > Social > Overview will give you a snapshot of what social channels are are driving traffic (maybe all the time on Pinterest is paying off).

Going mobile?

If you’re interested to know what percent of your audience visits your site (In my case it’s 36%) on a mobile device, head to Audience > Mobile > Overview. There are a number of free sites where you can see how you site displays on mobile devices.


If you want to measure the number of people who requested your free ebook, or choose to watch a video on your site, that’s called a goal. First copy the URL of the “success” page that appears when someone accepts your offer. Next, in GA, go to ADMIN > Goals > + New Goal > Custom.


Enter the name of your goal (like “opt-in pages”), choose “Destination” > Continue. Under “Destination” Choose “Equals to” in the drop down and then enter the URL of the “success” page and click Save.

To see your goals, return to the main dashboard and then go to Conversions (in the left-hand main menu – it has a flag beside it) > Goals > Overview.

Quick Dashboard Report

Now that you have Analytics up and running it’s time to set up an automatic Dashboard Report to come to you. This only takes 2 minutes and will remind you to watch the numbers and maybe even encourage you to celebrate new traffic that has found your site.
Here’s how to do it.

Log into Google Analytics.

Go to Home > Audience > Overview.
Click on the Share button in the top-right corner of your screen.
From there, add your email, set frequency, day of the month and you’re all set!

Click on the Share button in the top-right corner of your screen.

Now you’ll receive a simple dashboard directly to your email. From there you can always dive in deeper to look at traffic details.

You’ve invested lots of money and time to build your site. And it’s an important piece of your business marketing strategy. Now it’s time to grow that investment with a little intelligenceabout your traffic and site performance.

Liked this post? Got another 5 minutes? Here are 3 more of our most popular posts all about writing blogs:

How to start a blog post – 5 examples that really work!
5 brilliant ways to start your blog post with a bang
9 blog topic ideas your audience will love