You're Not Writing Enough
Writing isn't easy. Even for those to whom writing comes a bit more naturally, it is still a discipline that requires regular exercise. But successful writing doesn't have to always look the same; it can be done in a variety of ways depending upon the way in which you are best suited to engage with ideas. Finding your natural engagement style is the first step toward satisfying the discipline of writing—by doing so on a regular basis.
*Note: This is not an actual video, just an example of what a talker might do to create blog content.
If you are a talker, you are probably most comfortable developing ideas as you speak and perhaps feel comfortable doing so with or without an audience. One simple way to capitalize on your natural engagement style would be to start recording audio or videocasts and publishing them on your blog. Doing this will still require regular practice, just like writing, but if you are naturally inclined to work out ideas by talking about them, simply recording yourself speaking may allow you to develop good content much more quickly than struggling with words on a page. Once you've done this enough, your recordings could also be transcribed and turned into written posts. Even if you end up only using your recordings as drafts towards writing, they will be critical to improving the regularity and quality of your articles.
Listeners do well in dialogues, being able to bounce ideas back and forth and shape them through conversation with others. For a listener, the idea of solitary writing is probably such a challenge that any potential for working through ideas is stifled at the get-go by the presence of an empty page rather than a living, thinking partner. Like talkers, listeners might do well to start with what comes naturally—create an opportunity to have a conversation, and record it, either with video or audio. The recording itself may be good enough to post, but you could also transcribe it, giving you the opportunity to edit out the parts of the discussion that are less germane to your core topic or enhance it by linking to other content that may be referenced by you or your conversation partners. By the way, I saw a great example of this done recently by Portigal Consulting at Core77.
Realizing that many of our agency partners are truly visual thinkers was the seed thought to this entire article. No wonder they can't write—they force themselves to start with words rather than the images their mind has already created! When considering an idea, visual thinkers will often see a picture in their mind—one that could actually be quite complex—that is more articulate in and of itself than the words they may choose to explain it. For visual thinkers who don't take advantage of their own innate ability to envision images, writing will be frustrating and likely less fruitful. One way to use your natural engagement style would be to begin by simply describing the images you see, then going back to sort out how those descriptions should be edited and structured best for an article. On the other hand, why not begin by actually creating those images and then writing responses to them? Storyboarding an article may be the best way for a visual thinker to get to the core of their idea and remain engaged with it long enough to complete the written portion (a portion of my "storyboard" for this article is shown in the example above). Some (if not all) of the images you create may even end up serving as helpful and engaging illustrations for readers. In fact, some readers are more likely to read your articles if they have a strong visual component—more on that later.
Good Old-Fashioned Writers
Perhaps you're naturally inclined to engage with ideas as you write, but lack of time and abundance of distractions keep you from getting those ideas down in writing before they slip away or the moment of inspiration passes. The simplest solution to this is to keep an ideas document handy. Whether on your computer's desktop or in a physical journal, give yourself a place to jot your ideas down when they're fresh so that you can come back to your "idea bank" when you need to "make a withdrawal."
If you're interested in writing, we have a lot more information on making professional writing a priority at your firm and planning for writing, as well as a presentation on professional writing for the unprofessional writer.
No matter what your engagement style is, you'll still need to do some planning in order to ensure that you are thoughtfully shaping your blog and actually following through with your intention to write. Create an editorial calendar, and, in addition to identifying who will write and how often you will publish, plan out the kinds of posts you will write. This could mean the various topics you'd like to cover (i.e. technique, current industry issues, general philosophy of work, or recounting specific work you've already done) or the formats you'd like to repeat (i.e. mini case studies, dialogues, interviews, reviews, etc.). A calendar like this should serve as an accountability tool when you encounter what every other writer in history has struggled through—boredom, indifference, confusion, or writer's block—and a guide by which to remain on the path of regularly creating quality content.