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Executive Coaches: Here's What You Need to Know About Blogging

As an executive coach, do you ever wish someone would tell you to give up blogging? That blogs are dead so you don't need to bother with them anymore?

Sorry, but I have bad news for you.

Blogging is alive and well. In fact, a survey of more than 1,000 people by Orbit Media found that 80% of bloggers reported that blogging gets positive results.

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Executive Coaches Who Want to Quit Blogging

“I just keep wondering if all of this work is even worth it.” Jane* sighed, her discouragement apparent over the phone. We’d just met — it was our first conversation actually, and I could see why Jane felt overwhelmed by her current content marketing.

Like most high achievers who own their own businesses, Jane was spreading herself thin. Really thin. The coaching practice she ran for business owners was her bread and butter income. But she was also an author, speaker, workshop presenter, podcaster, blogger, retreat leader, and mother.

In reviewing her content marketing plan three things stood out to me:

  1. Jane had a lot of great information to share in a blog…but it often fell by the wayside as she worked on important projects for clients.

  2. She struggled to “stay on top of everything” that she felt needed to be done in her business.

  3. Jane was frustrated. Burning the candles at both ends had resulted in infrequent blog posts, a spotty social media presence, and an all-around feeling that content marketing didn’t work.

I get it. Being consistent with your content is HARD. “I’m just not seeing the ROI I thought I would,” she continued. “If all of this is really beneficial, then why isn’t it resulting in direct inquiries for my services?”

Is Blogging Still Worth It for Executive Coaches?

If you feel like Jane, you’re certainly not alone. Some days the idea of “content marketing” feels more like a lot of digital marketing agencies pushing their services in an Emperor’s New Clothes scenario.

“If everyone else is doing it and seeing good results, I guess I should be too,” many coaches tell themselves. And so they join yet another new platform and tell themselves to get better organized.

While there are some things I'd recommend to free up time in your content marketing plan (like quitting social media), giving up blogging isn't one of them.

Quit Blogging? Or Blog Smarter?

But adding another task to your marketing checklist isn’t the point, nor is it always beneficial. A content strategy and plan needs to come from a place of authenticity. It’s more than just something to cross off a to-do list.

Instead, you want to be effective — build more solid leads, create more action on your website, get more referrals — in less time.

How? By simplifying and streamlining your existing communication plan or creating one if you don’t have one in place yet. Doing so will result in a less overwhelming situation for you and more action-taking by your audience.

You don't need to blog every day or even every week to be effective either. Better to produce really great, well-written and thought-provoking pieces less frequently than churning out fluff every seven days.

Remember Your "Why" When Blogging

Don't forget the goal of content creation. It’s not to result in 100 leads a week. It’s to share yourself, your gifts, and your talents with the world.

It’s to be helpful.

And it’s to educate your audience.

Content creation, over time, sets you apart as an expert. Or at least someone highly knowledgeable in your field.

It also helps others get to know, like, and trust you — and we know these are essential for would-be clients. But be warned: it’s a long game. Think extreme marathon rather than quick sprint around the track.

If I could help executive coaches understand one thing about blogging it would be this: keep it as simple and streamlined as possible.

Be authentic. Help others through your posts. And don't be afraid to post them far and wide and ask others to share them.

Yes, there are a couple of other key bits. You'll want clear CTAs (Calls to Action), story-based content to draw readers in, and a way to showcase your skills and talents in a way that addresses your clients' pain points.

But keeping your online outreach clutter-free and simple will make all of that more effective.

*Not her real name.


Questions? Comments? Want more personalized guidance with your own blog? Please get in touch to discuss your project.

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