So, your business has decided to take the leap into the blogosphere. Great! There’s no shortage of reasons why blogging can benefit your business. However, the world of business blogging may still feel like uncharted territory. What should your blog discuss? How many posts should get published, and how often? Just who the heck is going to read this stuff, anyway? This blog about blogging (a meta-blog?) is intended to help you hit the ground running with tips on creating timely and fresh blogs that meet the needs and engage the minds of your readership.
Lay the foundation
A great blog starts with a great plan, and the planning stage is where you first answer the big questions that will determine what you write about, who you write for, and why you’re writing in the first place. Before you fire up your typewriter, be sure to nail down answers to the following questions:
Start with buyer personas—who is going to be interested in what your business has to say? What are their pain points, and how do your products or services address and resolve them? Targeting your content to a specific readership makes it more likely to be seen (and shared).
Develop a list of keywords relevant to your buyer personas. What kinds of search terms will they use when they’re looking for solutions? Knowing your keywords and putting them into use can optimize your blog to be found, guide your writing process, and keep your copy consistent.
How often will you write? The fresher and more frequent your content, the more you’ll have to offer to your readership, and the more Google’s page rankings will look favorably on your website.
Set measurable goals in both the short and the long term. Are you looking to grow your email list and cultivate new leads, or are you focused on making your brand’s voice trusted and authoritative in your field? Whatever your goals, ensure that you have reliable metrics for measuring your progress.
Pick your topics
Are you drawing a blank every time you sit down to write? It may be easy to simply write a product feature or fluff up a sales pitch, but it’s important to remember that the point of your blogs is to provide value to your audience, not to sell to them. Take a look at your buyer personas and their pain points or problems, and assemble them into categories. These categories and their relevant personas will focus your writing and guide your use of keywords to optimize the SEO boost that the post provides. From here, you can begin to address some general topics.
Another great source of blogging inspiration is your existing customer base. Think about the kinds of questions from customers that you answer on a regular basis. Many of these represent common pain points, and can easily turn into full blog posts. For every one customer who comes in or sends an email with a common question, just imagine how many there are tapping their query into Google in search of an answer!
Content (not copy) is king
Getting the copy down is one thing, but your blog will be as dry as a bone without engaging content to supplement that copy. The content that your copy supports, more than anything, is what sets your blog apart from your competitors and drives the solution to your readership’s problem.
It’s best to make your own, but there are plenty of resources out there for those who don’t collect data or employ a design team.
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