I’ve been blogging for a long time. And I’ll readily admit that even for a professional writer like myself, it isn’t always an easy task. Sometimes, a great topic will pop up out of nowhere. Other times, a world event (hello, pandemic) or even a personal one drums up an excellent idea for a solid blog. Then there are those droughts, when your brain can’t conceive of subject matter that would entice, educate and entertain your reader. It’s no wonder so many self-storage operators opt out of this marketing strategy.

An opportunity to freshen my blog skills came about recently and I jumped at the chance to gain a new perspective. It was my hope that the online course would provide insight in to how to generate new content that people will want to read.

The first gem I heard was: “Think like a publisher, create like a producer and promote content that helps, not sells.” That’s the key, isn’t it? No one wants to be sold to anymore. Sure, when a prospect walks into your office or calls your facility, they’re looking for storage. You want to sell them storage. But you don’t want to come off as the three people hustling to get to the person who just walked onto used car lot. You know the kind!

Rather, your blogs should entertain, inform and help your customers. Easy enough, right? Maybe not. Blogging for your storage business takes planning and time. While you have tons of self-storage insight to offer new and existing customers, it can be difficult to extract it from your brain into a well-written blog. Consider these pointers.

Develop your idea. What do you want to say in your blog? Grab a piece of paper or open a document on your computer and jot down some ideas. They don’t need to be full sentences, just a few keywords that’ll help you shape your potential topic. There are tons of possibilities. For example, your blog might offer tenants “how to store” advice. This could include breakables, collectibles, an RV or boat, furniture, artwork, clothing, toys, etc. Each one could be its own blog. You could provide advice on how to decide between a climate-controlled unit and one that’s not, or how to properly pack a unit so it’s organized.

Think about this: If a new customer was standing in front of you right now, what advice would you offer about storing their belongings. Remember, a blog isn’t meant to be a hard sell, but informational. However, that doesn’t mean it can’t include announcements. Perhaps you’ve just completed a renovation project that’ll greatly improve your site and benefit your customers. Of course, you can tell them. Just keep it focused on how it’ll affect your tenants. You’re not bragging, just informing.

If you need inspiration, talk to your customers, vendors and coworkers. Check out Self-Storage Talk, the industry’s most active online community. It’s free to join! Tell a story about your business, employees or a tenant. Celebrate milestones and accomplishments. Blogs don’t have to be stiff. Use them as a tool to connect with your audience and share what’s happening at your facility.

Write it! This is where most storage operators stumble. The thought of composing a blog can be intimidating. I still worry about this, and I blog twice a month! While you might think “I’m not a writer. I can’t do this.” Yes, you can, and there’s help available. My colleague Tony Jones blogged last week about ChatGPT, which can assist in creating online content. There are scores of artificial-intelligence (AI) tools that can help you take your idea from concept to written word. They assist with crafting your outline, grammar, sentence structure, keywords, punctuation and even the content’s tone. Don’t get hung up on this part. There’s help out there!

Because you want your blog to be seen by online search engines, it’s critical to use keywords. Again, this can be a challenge in the beginning, but focusing on search engine optimization isn’t overly complicated.

As for length, you don’t need to write a novel here! Blogs should be concise, so be sure to read it several times to ensure you’re not repetitive. Also, your headline should strike a balance between creativity and utilitarian. Don’t go for cutesy or overly clever titles. Always, always make sure your blog headline and content are in good taste!

Share your blog. Now that your blog is written, how do you get it out into the world? First, be sure you have a place on your website for it to live. Rather than calling this tab “Blog,” which is kind of boring, consider something more enticing such as “Self-Storage Insight,” “Insider Tips From Us!” “Storage Corner” or “Let’s Talk Storage.” You can incorporate your branding or company tagline. You might also consider using AI to generate a unique name.

Beyond your own website, be sure to share your blog across your social media platforms and company newsletter. You can also add a link to your email signature that directs people to your content. Be sure to share it with your vendors and any community partners.

It’s important to be consistent with your blogging. No one wants to visit a stale webpage. Frequency will depend on a number of factors, including your availability, of course. In the beginning, aim for two blogs a month. Once you feel comfortable, you can increase postings. Create a calendar and stick to it!

Blogging is an excellent digital marketing strategy to boost your online presence while connecting and building trust with your customers. Your posts can help you better establish your brand and encourages engagement with your business.