Looking for blog content? Try your own backyard.

We’re in the beginning stages of a website redesign for one of our clients. The wonderful, blank slate, sky’s the limit planning stage. It’s a redesign so we’ve been looking at the content of their existing site, trying to decide what will stay, what needs to be revised, and what will go. Their existing site has tons of pages of content but it’s all formatted in a very static HTML site. We’re also moving forward on a corporate blog structure. Moving forward quite cautiously, as we’re just not sure if we’ll be able to commit to a blogging strategy and be able to support a blog presence. Baby steps, you know?

Which leads me to my point. Companies struggle with maintaining content for a blog, and it’s difficult to come up with new and brilliant topics of interest every day, every week, every… ahem… month. Why not stop and take a look in your own backyard? Review the content on your site and see what you can glean from the existing content of your site. Your website content is what makes your company unique. It is, after all, what we worked months on, crafting every word and every link and image to pure pristine perfection. But content isn’t intended to remain locked under glass, reserved for only the search engine spiders and an occasional extremely thorough visitor who dares to navigate the sub sub sub menu of your “About Us” section. Pick a topic, any topic, and start blogging about it. A paragraph of capabilities can be fodder enough for an entire series of blog posts. Stretch it out and use it, keep it going, and you’ll find that there’s more to say about your company’s unique capabilities than you thought.