Just Been Asked to Take Over the Company Blog? Ask Madeleine

Dear Madeleine,

I recently joined a marketing team for a not-quite-startup in the technology space. It has been going well.

My boss recently asked me if I would take over writing a weekly blog for our website. I didn’t say “no” right out of the gate—I asked if I could look at what has been done and think about it.

I have reservations. I feel like blogs are old news (no offense) and we should be focused on video on social media. We do have someone doing that, but I think I could do a better job. Also, I don’t think I can replicate the way the previous person did the blog. I would have to come up with a new approach, but I don’t know what it would be. And I am extremely concerned about getting writer’s block, which happened all the time when I was in school.

How do you deal with it? I don’t see how I can come up with something new every week. I think saying “no” might be career-limiting, but the whole thing scares me. Would love your thoughts.

Yikes

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Dear Yikes,

I take no offense. Video is in; the written word is out. I can’t argue with you there. However, you somehow found this blog, so that tells you something. Your department must be tracking the metrics on the blog, and they probably wouldn’t bother keeping it if there weren’t some engagement. Maybe you can find out more about the demographic that reads the blog. I’ve always assumed it is people over 40, but I’ve been wrong about that. Many people find video too slow and can read much faster than people talk, so they will skip video.

There is a lot to unpack here. I will start with how to approach it with your boss, and then deal with the writing aspect.

First, good on you for asking your boss if you could think about it! So many feel pressure to respond right away, but that is often self-imposed. What if you were to keep up the thoughtful approach and negotiate a trial run for, say, a three-month period? This will give you time to find your feet. After three months, you may decide that it isn’t for you or that you enjoy it and are good at it. You may find out you can comfortably manage only every other week, and ask to share the responsibility with someone else.

You are right that if you were to take on the task, you would have to find your own voice, angle, and, of course, what the heck you are going to say. It is, in fact, daunting, but the only way to do it is to, well—do it.

There might be some value in thinking about what you want your brand to be. There is an opportunity to represent your organization, of course, and presumably that brand work has been done. But if your name is attached to the work, it will serve you to think about your own values and purpose. You will want to develop a consistent tone that gets connected to you and how you are perceived. There is also a chance to develop yourself as an expert and maybe even a thought leader.

So—what interests you about what your company does and how people use its products? What is going on in the industry? What new research is being done? You may find that you have all kinds of things to say. What will make writing a little easier, besides discipline, is having a strong and consistent point of view.

I think it is fair to share with your boss that you have some ideas for the social videos. You probably know better than to trash the colleague currently in charge of it—but might there be a way to dovetail the blog with the video? I am just making this up, but why not try to create something brand new? Maybe you could create short videos that go with each blog. You will have more ideas than I will, so seize the opportunity to get the company to change things up and experiment.

Now let’s talk about writer’s block and the relentless pressure of a weekly column. I will tell you the truth: the only thing I think more about than my weekly blog is what I am going to make for dinner. I think about it in my sleep. I never don’t think about it. But I have also developed a ritual and a routine, which I learned from working with a client who was once responsible for the #1 technology newsletter in the pre-internet era. He was nearly driven mad, so we worked diligently to develop a sequence of habits and practices that kept him on track and eliminated the devastating emotional toll of procrastination and the intense cramming at the end of the month.

Here are some tips:

• • In his book Put It In Writing, Albert Joseph contends that a lot of what stops writers is getting tangled up between the “what” to say and the “how” to say it. When the writer separates the two – the point that needs to be made and exactly how to make the point – everything becomes easier. 
  • Keep a document where you can jot down ideas as they occur to you. You think you will remember, but you won’t. If you are really stuck at crunch time, hopefully there will be something in your idea log that sparks. One advantage of an advice column is that the ideas come from the readers, but it can take a while to get a decent flow of interesting letters going. 
  • If you are stuck, go for a walk, dedicating the time to the writing task and recording your thoughts as you go. Nobody even notices anymore when people walk along talking at their phone, so you don’t have to worry about looking like a lunatic. Let your word app transcribe your voice recording and see what you have that you may be able to work with. Walking almost always does the trick. In fact, research shows that getting outside in nature and moving increases creative problem-solving capacity by a staggering 50 percent.
  • If you already have a good idea but can’t get the jumble of points to flow, try mind mapping. You can find a step-by-step primer on how to mind map here—but you don’t need software to do it. Just a blank piece of paper will do—old school and cost free!
  • To generate ideas, identify the people in your organization who seem to be up to interesting things and ask if you can interview them about what they are paying attention to, what they are struggling with, or what they have learned recently. This approach has the added benefit of meeting and developing relationships with more people in the company, which is always good, never bad.
  • Find a reliable thought partner. Some people don’t know what they are thinking until something pops out of their mouth. You may have someone in mind already, or you may have to test out a few likely candidates.
  • Finally, if the company blog has been around long enough, go through the archive to see if you can find anything that could use an updated take. Things in technology change fast, and adding to a conversation that has already been started can be valuable.

The only way to find out if you are up to the task is to try. Share your reservations with your boss and build yourself an out if you find it just isn’t your jam. There are a lot of opportunities that come with success, though, and you may be really glad you took the chance.

Good luck!

Love, Madeleine

About Madeleine

Madeleine Homan Blanchard is a master certified coach, author, speaker, and cofounder of Blanchard Coaching Services as well as a key facilitator of Blanchard’s Leadership Coach Certification course. Madeleine’s Advice for the Well Intentioned Manager is a regular Saturday feature for a very select group: well intentioned managers. Leadership is hard—and the more you care, the harder it gets. Join us here each week for insight, resources, and conversation.

Got a question for Madeleine? Email Madeleine and look for your response soon. Please be advised that although she will do her best, Madeleine cannot respond to each letter personally. Letters will be edited for clarity and length.