How to Utilize Marketing Automation for Business Growth
Although automation might just be the next frontier in marketing, many businesses fail to utilize it to its full potential. Actually, marketing automation can open up numerous possibilities that can improve customer experiences, increase sales and build profits.
But how can you move past the difficulties of automation and make it work for your business? And what can you do to set up your business for growth and success? Read more here to find out!
Essential marketing automation tactics:
In order for automation to give you the results you seek, you need to upgrade your CRM and embrace the analytics. However, your work here is just beginning. The tactics below will help you see the big picture and better utilize automation for success.
1. Put your data in its place
To institute marketing automation at a high level, you need to consider the role of CRM as well as data acquisition and data-based insights. The problem with inaccurate or poor data is that it can and will negatively affect your marketing efforts. The more accurate your data is, the better you’ll be able to design andimplementmarketing strategies and focus on customer relationships.
This is why your CRM databases need to be auditedregularly. Moreover, your CRM systems should include built-in cross-referencing capabilities. Also, make it a point to invest in a powerful CRM system to be able to truly take advantage of the full breadth of automation.
2. Break the data apart
Now that you have your CRM system sorted out, it’s time to unveil the power of your data. To be able to asses your current marketing campaigns and hone their performance, you need to take apart the information you are feeding into your CRM.
But how can you do that? It is all about your customer’s journey through your system.
You will need to look at elements such as the types of content that triggers clicks and the time the user needs to make a purchase. Armed with this information, you can now estimate the cost of onboarding, how you can speed it up as well as get insights on generating higher impact communications.
Since marketing automation is a multi-phase process, you need to set benchmarks that can guide you through it. Your benchmarks should evaluate the quality of your email list, your level of targeting, your type and level of communication as well as your communication testing.
Any company can have a general e-mailing list for all its clients. However, the trick is to to create organized lists noting needs and preferences. This applies to send out generic emails which should be replaced with mobile-optimized video messages and integrated with your social media accounts.
So, in a nutshell, your benchmarks should be dedicated to the level of organization you have accomplished for customer relationships.
4. Develop customer personas
The next tactic you need to use is automating personalities by developing customer personas. You can achieve this by using templates with particular perspectives on customer needs, sales habits as well as specific tones for specific sales groups.
The personas you create will be a middle ground between sending out generic emails and writing specific emails to each customer.
5. Look at the big picture
Marketing automation can seem petrifying and can slow you down to a certain extent. However, when you look at the big picture, you can see that automation can smooth workflow, improve team management and increase productivity. Moreover, moving to data-led marketing and CRM will help shift your overall communication efforts.
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Are you utilizing marketing automation in your business? What tips and insights can you share with us for a more effective approach and better results? Don’t hesitate to share with us your thoughts and recommendations in the comment section below.
Incredible ways to generate leads using content marketing
Do you know the difference between content marketing and blogging? If you are planning on writing to generate leads and support sustainable business, you definitely should!
While blogging is just writing whatever you want, whenever you want. Content marketing, on the other hand, is blogging with a highly specific purpose. Moreover, content marketing is targeted and more focused on conversion rates than random exposure and shares.
So how can you make use of content marketing to optimize your chances of success? Below are 4 strategies you should consider.
Strategies for using content marketing to generate leads:
1. Find a need & fill it
Your content marketing strategy should revolve around what you think your customers want to read. It should be about finding what they want to read and then writing about it. To do that, you need to research andidentify what people are looking for. For example, if you are aiming to steer organic traffic to your site, then you must rely on keyword search. Moreover, you can use social media polls and focus groups to learn more about what your clients want and how to deliver it to them.
Yes, this will require both time and effort from your side. However, the good news is that this time and effort will eventually pay off.
The internet does not need another badly written e-book, even if it is free! What people need is value. This is what you need to provide in your upcoming e-book. Your e-book needs to be implemented well so it could help you generate leads otherwise, it will add no value to your brand.
But how do you do this the right way? First of all, think of your expertise. What are you really good at? Second of all, find a way to capture some of your knowledge and write it down in an easily digestible form. Your writing should convey your wisdom in a manner that is both useful and readable to your target audience. Finally, make sure that you deliver on your promise. So if you have promised to teach your audience a new skill, make sure you do so by the end of your e-book.
3. Find your voice
In a world where it is easy to go with the flow, if you want to make it big, you must be willing to find your voice and shout it out loud. This will require you to go against the flow and be different and unique in your content and approach. Try to challenge conventional wisdom while making sure that the information you provide is accurate and valuable.
To do this, you don’t need to be a professional writer. However, you have to find your niche and create content that your audience will perceive as attention-grabbing and authentic. Moreover, don’t be afraid to share your opinion even if it’s different from other experts in the same industry. Just make sure that you always back up your claims with facts and resources.
Many writers write amazing content that goes unnoticed. Why? The answer is very simple: the headlines are not strong enough to capture attention. To hook your readers, you need to lure them in and for that, you need some bait. An irresistible headline or a compelling social media snippet are two incredible examples of baits you could use. However, make sure you never use clickbait as everyone hates it and it will only undermine your efforts in the long-run.
Bonus Tip: Always remember to work smarter not harder, you can use FBGAPP to promote your products and services on different Facebook Groups and Pages without any hassle, register on FBGAPP to get a Free Trial today!
Finally, how do you use content marketing to generate leads? Don’t hesitate to share with us your tips and tricks in the comment section below!
Over the last 17 years, our average attention span went down from 12 seconds to around 8 seconds. Moreover, due to technology advancements and the fact that we are always starved for time, our level impatience has also risen dramatically. But what does this mean for you as a content creator? It simply means that you have to find ways to encourage impatient content readers to engage with your content.
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So what can you do to face these new challenges? And how can you convince readers to read past your headlines and dive into your content? Let’s discuss the answers to these important questions below.
How to write for impatient content readers:
1. Pay special attention to your headlines
The last thing you want to do is mislead your readers by creating headlines that don’t match your content. This means that your headlines need to be attention-grabbing while accurately describing what readers should expect from your content. Moreover, always make sure that your headlines are not too long or too short. Your headlines need to be long enough to give your readers enough details about your content but not too long that they discourage them to read more.
2. Keep introductions engaging & to the point
If your readers like your headlines but then find your intro to be dull, boring or uninteresting, they will most likely stop reading. Use your introduction to show your readers that your content is interesting, valuable andthought-provoking. Make your introduction good enough to show your readers that they will benefit from reading on.
3. Ask your readers the right questions
Another way to engage impatient content readers is by asking them questions. Moreover, you want to use questions to help readers relate to your content and motivate them to keep reading on to find the answers to your questions.
4. Include some quotes & statistics
The more authoritative your article is, the more people will find it credible. So include some quotes from industry experts instead of just your own opinions and thoughts. Also, use statistics, facts, and figures to make your copy more reliable and concrete.
5. Make your content easy to digest
Headings, bullet points, short paragraphs, and sentences make your content more scannable. This allows time-starved readers to go through your content more easily. On the other hand, text heavy content can be daunting and exhausting for your readers. Avoid writing academic essays and go for snappy content instead.
6. Embed hyperlinks wisely
A great way to make your content more credible is by adding relevant hyperlinks to related articles and websites. However, you should not add too many hyperlinks because you might lose the reader to another site before he could finish reading the content on yours.
7. Use relevant images with the right captions
Visually engaging your audience is another way to capture their attention. Actually, sometimes it is the image that makes your readers want to read your content. So take the time to choose the right images to enhance your content. Furthermore, make sure you add captions when needed and that you credit images that are not yours.
8. Have a unique voice/tone
Your articles need to be unique. To make this happen, you need to have a unique voice when you write your content. Breathe a bit of yourself into the words you write and use a friendly and light-hearted tone to keep your audience interested and engaged at all times.
9. Be social-media friendly
Readers like to share what they like on different social media channels. Take the consider how your content will be presented on each platform to make sure it’s enticing to other readers. Moreover, make sure that your content is mobile friendly since many of your readers will use their mobiles to view it.
10. Use a clear CTA
Make your call to action clear to your readers. Whether you want them to subscribe to your newsletter or you want them to follow your page, your message should be clear. However, avoid being spammy as your content readers are more likely to ignore your CTA is they feel pressured to do the action.
11. Leave some questions unanswered
You need to always answer the questions in your headline and/or introduction. Nevertheless, sometimes, it’s a good idea to leave some questions unanswered to keep your readers curious and give them something to reflect on.
Bonus Tip: Dig deeper to better understand your audience and their interests so you can write content that connects with their needs and values.
How do you keep impatient content readers hooked? What tips and insights could you share with other content creators to help them out? We look forward to your feedback in the comment section below.
How to use cinematography in your online marketing strategy
Is it a video or an image? No, it’s a cinemagraph and it’s a subtle yet explicit animated GIF, in which minor repeated moves occur! The term cinemagraph was first used in 2011 when digital artist Kevin Burg and photographer Jamie Beck used the technique to animate some of their fashion and news photographs. They wanted a unique name other than an animated photo, which is why they came up with the term ‘cinemagraphs’.
But what kind of subjects can be made into these interesting GIFs? And why should you implement them in your online marketing strategy? Read more here to find out.
Why & how should you use cinemagraphs?
All kinds of subjects are great candidates for cinemagraphs with the key ingredient being a bit of repetitive motion. This is what makes these animations so mesmerizing and appealing.
Moreover, since GIFs are now a big online trend, it is no surprise that you must consider leveraging this medium in your online marketing efforts for a wow and lingering effect.
You can add a cinemagraph in your direct marketing strategy to send subliminal messages. You can even use it in your occasional blogpost to create a living area feel and enhance your audience’s overall experience on your blog. Either way, these artistic interpretations of GIFs can surely extend your site visitor’s stay by at least 5-15%.
Although cinemagraphs are readily available at many sites and through multiple apps, you can also learn how to create your own in only a few steps.
In the video below, Peter McKinnon shares with you all you need to know about what cinemagraphs are and how to make them!
“A super interesting way to look at things.”
“The cool kids are doing it!”
You cal also check out this compilation of some really awesome cinemagraphs and get inspired:
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Have you ever tried using cinemagraphs in your online marketing campaigns? Did you find a difference in average stickiness time, clicks or shares as opposed to using regular images and videos? Don’t hesitate to share with us your experience and insights in the comment section below.
Blogging is a mixture of art and science. There is no one right way to approach it. However, there are plenty of ways you could make the best of it.
Whether you have just started blogging or you have been at it for some time, you will surely find our following list of tips helpful and enlightening.
Blogging advice for beginners:
1. Turn to your audience for inspiration
In order to know what to write for your audience, you need to know what they like to read. So take time to gather topics your audience are interested in, write about them and help your blog grow.
2. Know your audience
It is essential that you know your target audience more than they know themselves. You can achieve this by answering questions such as: Who is my target audience? What are their demographics? What do they find interesting? Another way to do this is by finding them on social media and engaging them using a quote or a question.
3. Write for yourself
Instead of always focusing on what will resonate or get traction, try writing for yourself instead. If you focus on your opinions, ideas, and thoughts and write them well, people will come to read your content. Moreover, make sure that you find your voice and be true to it.
Many bloggers end up trying so hard to get new readers that they forget to show appreciation to the current ones they have. This is very wrong. Yes, you do need to focus on getting new readers but spend time to show current readers that you value them and that your blog growth depends on them too.
5. Don’t ignore the call to action buttons
You have to assume that your readers are blind to sidebars. You need to point them to find your social media accounts instead of waiting for them to do the work. Writing amazing content with no call to action buttons will surely not help increase the number of your followers or readers.
6. Share your knowledge
In a world where people have fast Internet access, there are no secrets! So make a point to share all your knowledge and don’t hold back in fear of spilling your secrets. The more information you share, the more people will come to you.
7. Give it time
If you are seeking a quick ROI or a fast track path to recognition then blogging is definitely the wrong path for you. Being a successful blogger requires time, effort and hard work. It also requires patience. So keep writing, learning, modifying and improving.
Whenever you set out to write a post, be sure that it is citable. What does that mean? It means that it should be interesting or valuable enough for other people to want to link to it.
9. Write enough but not too much
Search engines such as Google prefer content that is around 1,700 words long. However, not all your posts should be that long. Each post should be long enough to deliver an idea yet short enough to be fully read. (I personally like writing 300-500 word posts that could be read in 3-4 minutes but it’s up to you to decide what works best for your audience).
10. Develop a promotion plan
Even if you write excellent, attention-grabbing content, you still need to develop a promotion plan and follow it. Promoting your content needs at the same time as you spend on writing your posts, if not more.
11. Treat your posts as products
Whenever you start writing a post, think of the following questions: 1) Will others want it? 2) Is it something people would pay for? 3) Does it need more editing and refining?
12. Invite guest bloggers
Don’t be afraid to get people to write for you. Not only does it offer your audience a fresh perspective, it can also bring new eyes to your blog.
13. Learn how to deal with negativity
Not everyone will like all your content. That’s more than alright. However, instead of deleting a negative comment, take the opportunity to win the reader over by offering help or seeking advice.
Bonus Tip: Always remember that promotion is the key, you can use FBGAPP to promote your products and services on different Facebook Groups and Pages without any hassle, register on FBGAPP to get a Free Trial today!
What do you think of our blogging tips? Do you have any more to add? Don’t hesitate to leave us a question or comments below.
What Are the Golden Rules of Successful Guest Blogging?
If guest blogging is a major part of your content marketing strategy, you must ask yourself the following questions:
How can I be a successful guest writer?
Do I know how to be a good guest?
What rules and guidelines should I follow to create content that is appealing and blog appropriate?
To answer these questions, we have prepared for you a list of golden rules to read, reread and check against every time you are about to write a guest blogpost.
Guest blogging rules:
1. Choose your target audience
The first and most important rule you must remember is to carefully pick your target audience. Although guest blogging is a great way to get backlinks and increase your social sharing, your efforts will go in vain if you guest blog haphazardly and neglect to research the credibility of blogs and their domains.
2. Do some research
Once you have selected a list of blogs you would like to write for, it’s time to find out the following information about each of them:
Answering the above questions will help you decide whether or not the blog is a good fit for your goals. If yes, you can proceed to the next step.
3. Review the blog’s guidelines
Many blogs have blogging guidelines you can easily find via their sitemap. To better understand what would make your submission legible, you need to review the guidelines carefully. Moroever, make sure you follow the guidelines to a tee. Whether they ask you for a pitch, a full article or a bio, do not drop the ball or try to improvise.
4. Create relevant & unique content
Use your knowledge of the brand and the blog to create unique, original and relevant content. Take the time to give your content a twist; an uncommon angle that has not been used before. Moroever, avoid submitting radically different topics or formats. This kind of experimentation is better done at your own blog. You should also keep the blog’s audience in mind. Write for them and provide factual, educational or entertaining content and avoid trying to sell your products and services using too much backlinks.
Bonus tip: Make sure your blogpost isn’t too short or too long. Look at the blog’s published content to get an idea about the appropriate length for your submission.
5. Establish your credibility
Do you often engage in guest blogging? Make sure you cite all your work. The more you can show that people love and interact with your content, the more blogs will be willing to have you as their star guest blogger. Showing that your blog posts earned many shares and likes is a very good indicator of your authority and blogging skills.
6. Accept constructive criticism
So you have submitted a guest blog post for review and you are waiting for feedback. Instead of getting the usual ‘WOW, great job!‘, you were given some comments and asked to revise the content. What do you do? You can either revise the post and review the comments and make the necessary changes or you can withdraw the submission. Whatever it is you choose, be sure to be graceful and thorough as well.
7. Don’t stop at publication
Your blog post is published and you are very happy you. That’s awesome. However, your work here is not yet done. You need to take the time to do the following:
Engage with your readers by reading and responding to all comments.
Follow up with the blog creator with a thank you note.
Bonus tip: When guest blogging or when blogging for yourself, it is essential that you take the time to review the performance of your blog posts. If you have published a post and it didn’t do well, you need to look at your headline, the topic you chose, the audience and your approach. If it did well, track its stats and make sure you use them for other guest blogging opportunities.
In your opinion, what do you think of guest blogging? What makes a good guest blogger? We are always looking forward to your insights and feedback in our comment section below ?
As I always say (well, not really always but who cares?): Great content doesn’t grow on trees! In order to find and share really good content, you need to work hard, unless you are just so damn lucky and you can stumble on it with no effort, which is not usually the case!
Today, I will be sharing with you some tips on how to find content that is engaging and interesting that we applied to our blog posts. So be sure to read this post fully and let me know if you have any more helpful tips you would like to share.
Discovering Great Content: Tips & Tricks
1- Utilize Social Media Channels:
One of the best ways of discovering great content to share is by utilizing social media channels:
On Twitter, you can always find trending and hot topics using keyword and hashtag searches. Twitter lists are another source of good content to share.
Facebook, LinkedIn, and Tumblr can also be a good source of interesting topics that your friends and peers share. Groups are also a good place to find the content of value.
2- Use Content Curation Tools
I personally really love using Feedly to find content worth sharing with my audience. However, there are more content curations tools out there and you can pick the ones that you enjoy using the most.
3- Refer to Blogs & Newsletters
Some blogs and newsletters have valuable information that could be customized for your audience and shared with them. Make sure you do not copy and paste news as it is though, because it will decrease your ranking on Google and well, because it is illegal!
4- Your Audience
If you want to deliver great content to your audience, then they themselves are a perfect source of content to share! See what they like, share and are interested in and create content that matches their likes and preferences.
We have a lot more tips and topics heading your way. So stay tuned and be sure to drop us a line, or two ?
How to Align Your Brand with Changing Cultural Trends
What should all brands have in common? For one, they should work hard to avoid wasting time, money and resources. Secondly, they should try their best not to anger or alienate their consumers. To achieve that they need to take a closer look at culture and trends. Now although cultural trends come and go, their impact remains significant as the years go by. If you want your brand to grow and prosper, you must study, analyze, understand and accommodate those trends.
But how can your brand stay authentic and innovative while keeping up with the ever-changing cultural trends? What are the steps you need to take to ensure that you don’t land your brand in hot water? Let’s explore this interesting and very important topic together.
Tips for using cultural trends for brand growth:
Brands such as Pepsi and Protein World have learned first hand how ignoring cultural context can really harm their image, reputation and thus profits. To avoid ending up where they have, your brand must follow the following steps:
Take time to understand your audience well
Before you dive into marketing, you need to take enough time to know everything about your audience. By doing this, you ensure that you market to the right audience, you create the perfect message, you motivate action and you keep your consumers satisfied.
Of course you will need reliable data to figure this out. However, that’s just the tip of the iceberg as numbers and figures can only take you so far! You will also need to move beyond demographics and deeply understand the cultural trends that really matter to your consumers. Find answers for questions such as:
What are my consumers interested in? How do they spend their time? What are they most passionate about?
The more your understand your consumers’ cultural attitudes, the better you will be able to strategically market your brand to them.
Conduct a thorough cultural research
Now that you have taken the time to better understand your audience, it’s time to take it a step further and explore the cultural trends that are currently influencing your consumers. The Culture Vulture is a great place for you to start.
Interesting topics you should consider can include issues such as startups and how they are remaining competitive, how to cater to Baby Boomers as well as how to include balance and serenity in your offerings to follow the mindfulness trend.
Moreover, you need to look into hot topics that directly affect your consumers. These issues include the environmental impact of your business and how it can strive to stay green throughout its operations.
Craft a unique message that stands for something
After understanding your consumers and their cultural attitudes, it is time to craft your message. An effective message should align with or even resolve a bigger cultural narrative. Try to make your message simple yet powerful. Choose your words wisely and make sure they pack a punch. Moroever, make sure that your brand’s message is clear, creative and consistent.
To get some inspiration, do some research and study brands that made a difference by redefining gender roles with their simple yet very powerful messages. A great example is Under Armour’s “I Will What I Want” Campaign. You can check it out in the video below.
Use visuals to strengthen your message
When creating a marketing campaign, visuals are as important as written and spoken words. Actually, the right visuals can help create an emotional connection with consumers, inspire them to take action and convince them that you are culturally aware and relevant. This includes videos, images as well as well-placed labels.
So take the time to explore how you can strengthen your message using the right visuals. Moroever, pay special attention to new, non-traditionalavenues that can capture more attention and create higher engagement.
Finally, remember that sometimes your visuals can be powerful enough to create cultural relevance on their own. A great example is CoverGirl hiring their first male brand ambassador, James Charles.
To wrap this up, we invite you to answer the following questions: How do you keep your brand relevant to cultural trends? How do you ensure that your brand messages are inspiring, motivating and successful? We look forward to hearing your insights and feedback in the comment section below.
Blog post ideas that will make your blog more interesting
It can be very difficult to come up with new and interesting blog post ideas that can help your blog shine through the clutter. Moreover, making your blog hot and viral requires a lot of patience, creativity, and persistence. This is why today, we will be sharing with you a list of 10 ideas to use for your blog posts. We will follow it up with another list very soon so stay tuned ?
Blog post ideas your readers will love:
1. Write reviews
Reviews can be very valuable content for your readers, especially that many people are seeking them constantly. Choose books, movies or products and make it a point to write unbiased and honest reviews about them. Moreover, make sure that you write reviews based on your own experience and avoid copying and pasting ones that are already available online.
2. Make tutorials
If you are a professional in a certain field or you know someone who is, use that knowledge to make tutorials and spread help those with fewer skills. Since guides and tutorials are very much needed and have a great value, they can easily drive traffic to your blog, convert followers and even increase engagement.
3. Interview people
Do you know inspiring people with interesting personal, career or life stories? Try to interview and feature them on your blog. This can help you get more traffic by offering real-life stories that others will enjoy reading about. Furthermore, if you do interview influential people, they can offer useful and practical tips that your audience will benefit from.
4. Post infographics
As you know, infographics are a great way of delivering complicated data in a simple and appealing way. This is why you should try to post them on your blog every now and then. However, make sure the quality of your infographics is high to make them stand out from the crowd.
5. Choose controversial topics
With the huge amount of information available online, your followers will appreciate some controversy. Choose topics that make people think and pushes them to engage with your content.
6. Create lists
Lists are awesome! They are incredibly easy to read and follow and they leave your audience craving more. To get people to enjoy your blog more, make sure you use lists, such as this one, to grab their attention. The options for lists are infinite so choose what works well with the style of your blog and your audience demographics. See this sample list, search on Google: Best Facebook Auto Poster 2019”
7. Invite guest writers
Inviting guest writers is always a win-win situation for your, the guest writers and your readers. 1) You get more exposure. 2) Your readers get more variety. 3) The guest writers can build up their name or brand.
At The Global Now we have a few guest writers of our own. Make sure you read their content too when you have some extra time!
8. Bust myths
People hate being misinformed. This is why writing and posting posts that debunk myths can prove to be very valuable for your followers and can help you build a larger readers’ base faster and more effectively. However, make sure that you do enough research to verify the information you use.
9. Criticize blogs or persons
Although this one can be a bit tricky, it is really worth trying. Just choose a person or a blog and be brave enough to provide a strong argument against them. Avoid random rantings and be sure that your arguments are supported by facts.
10. Curate or summarize available content
When you feel completely stuck and can’t come up with new blog post ideas, you can always recycle old content available online. However, make sure that you do not duplicate the content and that you summarize it in a unique and interesting way that your readers will benefit from and enjoy.
What other blog post ideas can you share with our amazing readers? Be sure to share them with us in the comment section below.
Blogger’s block is one of the most annoying things a blogger could ever experience. Imagine staring at your computer screens for hours trying to write a couple of blog posts. And nothing; you draw a blank. If you are a blogger looking for a long term career in blogging, this post is definitely for you.
5 ways to create awesome blog posts:
As a blogger, your community can play a big part in helping you write great blog posts. Let’s see how below:
1. If you want to write more, you need to read more
Reading and writing go together hand in hand. Unless you read more blogs, you won’t be able to come up with new, creative ideas for your own blog. So find blogs you like, read their content, and see what makes them great (or bad). Use that knowledge to create better posts on your own blog.
2. Communicate with your followers, audience and other bloggers
Communication with others could lead to amazing new blog post ideas. Reading blogs and engaging in conversations on them could really help you up to your writing game and develop new, creative ideas.
3. Use your blog as a way to shine a light on different opinions
After the speech POTUS gave, people went online to express their thoughts and reactions about it. We took that as an opportunity to write a blogpost with our own opinion combined with the opinions of others out there. It was a great blog post which started an online conversation that many people joined.
4. Ask your community what they want to read about
A newsletter is a good way to get feedback from your readers about what they would like to read. However, you could also use LinkedIn, Twitter and Facebook to learn more about your readers’ preferences and interests. Blog comments are also an awesome tool for generating blog post ideas.
5. Practice difference writing styles
It is very true that you need to be original and have a certain blogging style. However, you could spice up your writing style every now and then by adding new styles. You could also rewrite posts that you enjoy (without plagiarizing of course).
Finally, remember this: a blogger is never alone so be sure to use your community to create awesome contentthat they will appreciate and enjoy.