The blog you started has fallen on hard times. It lost support. You ran out of time. Readers didn’t show up. It didn’t drive as many leads as you thought.
Now the blog sits on blogspot with a threadbare post from the spring of 2013.
Your competition, however, is outhustling you on the content marketing front. Their up-to-date blog is positioning them as the thought leader in the space. Their sales team is using blog posts to stay top of mind with prospects. Their perceived leadership in the space allows them to charge more while closing deals faster than you.
It’s time to revive that abandoned blog and get back in the game.
But you have doubts.
Reasons Why You Don’t Want to Go Back To Your Dead Blog
My readers are upset or confused.
There will be one or two readers who will write you off and not come back. But the majority of readers will welcome a new source of relevant information. They are willing to check out your blog if you can demonstrate your commitment to consistently publish high-quality information.
I don’t know why the blog failed the last time.
Gutsy confession. The reality is that your blog failed because you didn’t publish enough compelling information to attract a loyal and growing reader base. You can fix that. Time to move forward.
It’s tougher to start a successful blog today than it was a few years back.
Yes it is. This is good news. New competitors will have a tough time catching up to you – if you start now. Marketing is tough. I wish it wasn’t but it isn’t a sport for timid girls and boys.
5 Steps To Reviving Your Dead Blog (Actually we’ll cheat a bit. See #5)
Step 1: Be Honest. Solve the Real Problem
You (or a past/present colleague) had a bad premise. The most likely mistake is that you underestimated how difficult it would be create quality posts. Or, you overestimated how much time you could devote to the blog. You could have misjudged the amount of support and patience your leadership team was willing to offer.
Regardless of the problem, you need to solve it before you launch the new blog.
Step 2: Stress Test with a Soft Launch
Don’t launch the new blog until you have at least 10 blog posts scheduled to publish. You need to do this for two reasons: 1) Convince past readers that you’re serious this time and 2) Prove that you have the resources, time, and support needed to publish consistently.
Step 3: Plan Your Next 52 Posts
At minimum, you should publish one post per week. Its easier to publish frequently if you already have the topics picked. We recently published a step-by-step guide to creating 52 weeks of posts here. Use this post and the free tool to get started.
Step 4: Get Help
You need three skills to be a successful business blogger:
2. Graphic design
3. Social Media management
You may have all three but do you have enough time to do all of these tasks every week, without fail, for the next year. If so, what are you NOT doing. It’s likely that your current blog is a ghost town because someone believed that they could be a blogging superhero. Don’t make the same mistake.
There are many resources for finding the right specialist for your blog. You can hire freelance writers or work with a team like ours to handle writing. Graphic design help can be found on freelance services like Upwork. Social media professionals can be found via virtual assistant services or hired directly on Freelance.com or Upwork.com.
Quick Tip: We maintain a list of the high-quality virtual assistants in the Content Toolbox. Sign-up for free to get access.
Step 5: Start With a Clean Slate
Nothing stinks like failure. Forget trying to resuscitate that tired blogging attempt. Start fresh. Give your blog a new name. Redesign the graphics. You can keep your old blog posts but ditch everything else.
Wait, “Won’t my old readers wonder what’s going on?”
No. They’ve already moved on. If you are reading this post, it’s likely that it has been months since your last post. They’ve forgotten you’ve ever blogged. Don’t remind them. Start over. Launch the new blog like it’s your first. If someone does ask, tell them that you’ve relaunched the blog with a fresh approach. I promise they want stomp off befuddled that you didn’t write a “transition” post.
Your Next Step
Register for The Content Toolbox and download your 5-Step Blog Revival Checklist. You can print out the checklist and use it to stay on the right track. Go ahead and download the 52-Week Editorial Calendar Worksheet while you are at it. If you have any questions, pop into the Forum and ask away.