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Thursday, 24 September 2020 12:00

Blogging for clients

Written by Danielle Carter and Anne Oosthuizen

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On 3 September, SENSE member and freelance academic editor Dr Claire Bacon joined the Eastern SIG via Zoom from her home in Germany to talk about her experience writing a blog and how it helped her expand her client base. Armed with this new knowledge, Eastern SIG members Anne Oosthuizen and Danielle Carter share their thoughts on the benefits of professional blogging.

Anne Oosthuizen:

To be frank, I never really understood blogging. To me, it seemed like a load of hard work for… yes, what for, exactly? The way Dr Claire Bacon put it, the benefits of keeping a blog can actually be seen as threefold:

  • increasing credibility within your professional network;
  • boosting online visibility and website traffic (and, with this, your ‘findability’);
  • strengthening your own knowledge on topical subject matter.

It was especially this last point that appealed to me: blogging, not necessarily for others, but for yourself. Turning those little research sprees we go on – because we all do, don’t we? – into concrete, durable knowledge, there for you to refer back to and for others to find. Once you’ve built up a little library of posts, you are free to repurpose those by resharing or elaborating upon them. That sort of takes care of my initial objection, namely the supposed workload. Another very good point Claire made with regards to this is that consistency is more important than frequency: consistency shows commitment and dependability. You won’t necessarily have to post something every week. Even if you only have time to write a blog once every three months; if you do it consistently, you showcase stability. That’s a lot better than over-enthusiastically starting a weekly blog, only to stop again after two months because it turns out that isn’t sustainable for you.

I’m not super techy, so aside from some light SEO stuff, I never really invested much energy into optimising my website to climb up the search results ladder. Therefore, the fact that search engines favour new content was actually news to me. By blogging, you are effectively constantly updating your website – keeping it ‘fresh’. I saw my website merely as a landing page for a domain name I’d once bought when I registered at the Kamer van Koophandel: a stationary portfolio. I now cringe, thinking about how long my poor website has already just been sitting there, on the back bench of the internet. Whether I like it or not, half our lives take place online these days and there is really no excuse for an outdated online presence. Time for action.

Finally, I think Claire expected us to be less enthused by the argument of increased credibility among peers than we actually were. I can see why: if you’re just starting out, every other translator feels like a competitor. In fact, I think some language service providers never truly let go of that feeling. However, any member of SENSE will probably feel that colleagues are not just a fantastic potential support network but can actually be one of the greatest ways to generate business. Considering blogging as another way for me to connect with my peers, and for my peers to connect with me has actually been the deciding factor for me – this is why I now solemnly swear to give it a go: I shall blog. Stay tuned.

Danielle Carter:

I am a novice blogger, but I have some big ambitions. I have a running list of over fifty blog post ideas in a Word document on my desktop that shadows over my daily agenda, waiting for me to have more time to write. Dr. Claire Bacon’s presentation on attracting the clients you want by blogging made me think about blogging from a different perspective. At first, I was soothed by the thought that no one was reading my blog (I was scared, okay?), but Claire pointed out that you should be writing specifically for the client that you want. What are they searching for? What are their questions? How can you demonstrate your value and even – gasp! – solve their problems for free via your blog posts?

So I have to admit that at least some people are reading my blog and that this is actually a good thing, especially if they’re the ‘right’ people: you can show (not tell) your clients what you know, build trust with your potential clients and increase your visibility among your peers – who can also send you more work.

Claire highlighted that writing blog posts can be a fantastic form of ‘knowledge consolidation’, meaning that you confirm your own knowledge through research and writing. This has been my main approach in writing blog posts over the past year or so. I’ve always been a good investigator and I love poking around on the internet, gathering resources and generally staying up-to-date in my fields. To me, writing blog posts has become a way to give myself time to research things as thoroughly as I’d like to… while also feeling productive because then I have a tangible result – a blog post – to publish at the end. But it’s also good to know that there are other approaches to coming up with blog post ideas (like thinking about what kinds of questions your clients might have), and other purposes for maintaining a blog.

My other main takeaway (in addition to writing for your ideal clients) was about sharing and resharing your blog content. Although I’ve written a handful of blog posts already, I was wary of being annoying and posting my content across social media platforms too many times. Claire has a nice spreadsheet system (I love spreadsheets) to reshare her blog posts on various media; the main highlight for me was that she writes a different accompanying blurb each time she shares a blog post. That way, she underscores different aspects of the blog, frames the blog into different contexts to show its relevance to various potential clients and allows new followers to view content that they may have missed. Resharing content with different information each time can also help those followers who never actually click on the link; even if they don’t read the whole blog post, they’ll eventually get enough snippets to gain the knowledge or insight they need from your post – at the very least, they’ll be less annoyed by your regular posting.

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