Content Strategy

Gardening wisdom for content growth

By in Content Strategy

Many people see blogging as a plug-in to their marketing plan and not a dedicated foundation stone such as an advertising budget or branding. For them blogging is a ‘nice-to-have’. They will give it a go for a few months to see what results they might get but when, after a few months of enthusiasm they find the fruits of their labour are, well, not there, they give up. They go back to more traditional marketing methods that give instant (but not necessarily valuable) results for a considerably higher price.

But blogging for your business is like growing a plant. It will take time for the seed to sprout, for the roots to develop and take hold, and for the seedling to become a sapling and then grow into a strong and powerful tree.

“The best time to plant a tree is 20 years ago. The second best time is now.”
Chinese proverb.

Plant (1 – 6 months)

Starting your blog can feel uncertain, will this seed really grow into something? Are you growing the right content, will people read it, what if we blog and nobody comes?
At the end of 6 months you will have between 12 and 24 posts on your site.*

Fertilise (6 – 12 months)

Your blog will be like a delicate seedling. This is a critical time for your blog, you’ve done a lot of work, spent a lot of time and energy and still you only have a small spindly plant that is struggling for some light in a field crowded with established trees. If you’ve been strict about your publish date and time, Google will have found your pattern and be regularly indexing your site.
At the end of 12 months you will have between 24 and 48 posts on your site.

Grow (12 – 24months)

Around this time you will start to see a growth in your audience, your mailing list and your social following. Rather than relaxing and feeling like the job is finally done, you need to step you blogging up and focus on pushing out really good, targeted content. If you have structured your blog around increasing your warm leads, you should be seeing an increase in new clients. You will also be seeing some SEO results.
At the end of 2 years you will have between 48 and 96 posts on your site.

Pollinate (24 months and onward)

By now you have grown a cracking good blog for your business – you have a healthy and growing community of subscribers and social followers, and your content is being shared around.

As you can see, a successful blog is not an overnight sensation – time, care and constant nurturing are needed. But no matter what the season, plant the seed of your blog and help it grow into a standout success.

*These numbers are based on regular fortnightly and weekly blog posts.

Right now you can:

  1. Plan your blogging frequency
  2. Plot your topics
  3. Keep going!


Free ‘how to’ templates so you can publish brilliant content that builds credibility and grows awareness