We’re huge advocates of blogging for your business, but only if you get the desired results.
Otherwise, you’ll just waste a lot of time spinning your wheels. A blog is the perfect way to gain valuable SEO, which is why many start a blog to begin with. However, you won’t get very far with Google if you’re not posting fresh, relevant, and quality content. That quality content serves a second (and potentially more valuable) purpose: establishing yourself as an expert in your field.
You’re probably pretty sure you’re an expert in your field, right? Otherwise, why would you start your company to begin with? The problem is that you have to find a way to capitalize on this knowledge. See, consumers are willing to pay premium prices for products and services if they’re working with an expert. You want those premium prices, don’t you?
Why Your Blog Is the Best Place to Start
You can prove your expertise in so many different ways. The biggest impact always comes from telling stories. Consumers remember those stories, especially if they connect in some way. Don’t be afraid to share the ups and downs, ins and outs, and even the successes and failures of your business, products, services, and staff members.
Your purpose behind telling stories isn’t to entertain, though making your buyers feel something is important. The real purpose is to share information. You can do this in so many different ways with various types of content. Most think a blog is five or six paragraphs, tied up neatly with a bow. The truth is that your blog could include images, lists, commercials, infographics, interviews, short videos, music… The list goes on. If you have content that will get a buyer’s attention, it can be posted in your blog.
You can build on your blog later with longer content, but to start, your blog is your home. This is where everyone will know to find you when they need information.
What to Share on Your Blog
The most basic answer to this question is “answers.” Your job as a business owner and blogger is to answer the questions even your customers don’t know they have yet. Any question that might come up now or in the future should get attention on your blog.
How you answer is up to you. Create an FAQ post, film a video, write a list. What you answer is also up to you, though you might want to pay attention to your buyers, too. Want buyers to see the production process? How about introducing your staff members. Maybe your customers want to know how they can return your product for a refund. Whatever the question may be, it’s your job to answer it. And don’t shy away from anything. Even if the answer is “I don’t know,” that’s the answer you should give. Just let those buyers know you’re working on getting the answers.
Find Some Structure
As you might imagine, you have lots of questions to answer. You don’t need to attempt all the answers tomorrow. You’ll only end up discouraged and defeated. Instead, create a content calendar that starts with the simplest of questions and build from there. You can refer back to how-to blogs, FAQs, and introductory posts in later blogs as you dig deeper into your subject.
Spread the blog types out, too. You may exhaust your buyers if you publish 1,000+ word blogs every day without a video or infographic to break up the monotony. Plus, you’ll have fun creating new things, which keeps your interest in the subject high and sharp.
If you have trouble getting started or keeping on track, we’re always here. We love blogs and blogging, and we like to share that love with others. Just give us a call, and we’ll help you meet all of your content marketing needs.