“Hayley, what’s the use in blogging?”
I get asked this. From clients, potential clients, colleagues etc.
Often the question is spawned from not knowing what a blog is. Other times it comes up in conversation by way of a defence mechanism – the fear and pain of starting a blog and keeping it going…!
I’ve known people explain it as an online diary, a thoughts store and a content log. My definition: ‘a platform to showcase your expertise’; it’s a good catch all.
Most of the clients I work with want to generate new sales with potential customers, retain their current client base and build engagement. To do that they have to bridge the gap between them (the brand) and who they’re talking to (their audience) by building a relationship and establishing trust.
Blogposts fall under “content marketing” – a strategic marketing approach to create and share effective and consistent content that attracts and retains an audience. A focused campaign plan (why you’re producing the content and how) and an effective schedule (when) supports the key messaging (what). This supports your content marketing strategy in line with your buyer personas and the buyer’s journey.
“Content” includes blogposts, videos, interviews, webinars, PR, podcasts, case studies, as well as sales collateral and printed material. The types of content you adopt depend on your brand, industry and target market.
What about blogging?
Blogging is versatile enough to adopt to educate, inform and/or entertain your audience, particularly when done on a regular basis and as part of a campaign. Top-level, you are striving to highlight why your clients and potential customers need your product/service and the challenges your product/service overcomes.
Here are some examples of how you could do this:
Posing a challenge that you know your audience is facing and providing them with helpful hints and tips by way of a solution.
Reviewing an industry event and highlighting the top three takeaways.
Reflecting on a subject area your audience will resonate with.
Outlining possible threats and opportunities facing your industry.
Providing insight on a topic or future trend.
Your campaign plan will include this level of detail (why and how).
Blogging - tips
Start with one question your clients ask you. What would someone need to understand before making a decision, trying something themselves or asking for help? That gives your first post a useful job.
Write the answer in the language you would use with that person. Add a practical example, explain any unfamiliar terms and use headings to help them find what they need. My tips on writing for the web can help with that.
There isn’t a minimum or maximum word count that makes a post useful, but to begin with aim for 600-800 words. Give the question enough attention to answer it properly, then take out anything that gets in the way.
Finish with a sensible next step: a related article, a relevant service or an invitation to get in touch. Choose the step that fits the reader’s situation; every post doesn’t need to end with a sales pitch.
Then make a plan to share it where your audience spends time. Pull out a useful point for a social post or refer someone to the article when the question comes up. Keep a note of the responses and questions it generates.
Choose a publishing rhythm you can sustain and review older posts when the advice changes. If the blank page is the sticking point, this guide to planning and creating effective content will help you work out what to say.
A Blog earns its place by being useful to the people you want to reach. Start with a question you can answer well and build from there.