Neat piece from brick Marketing about blogging:
When developing your blogging strategy, it's important to understand the
purpose of your business blog. A business blog should be designed to
lure target audience members to your content and as a result, to your
business website. You may think of bait as what we put on the hook to
attract and catch fish. We know it's something that they want so we
dangle it right in front of them and wait for them to latch on. Business
blogging should be viewed the same way. Blog content is the bait that
we use to get target audience members to latch on to our brand.
Of course, fish aren’t just going to latch on to anything and the
same goes for your target audience members. Blog content is only bait if
it’s something that your target audience is interested in. To start,
we’ll tell you what they definitely aren’t interested in. Your target
audience members will not latch on to blog posts that are promotional in
nature. If your target audience smells a sales pitch, at best they’ll
just ignore it and at worst they’ll be completely turned off by it (and
your brand).
So what are target audience members interested in? What’s going to “hook” them? The best blog posts take two things into consideration:
#1 Target audience interests
First and foremost, a blog post needs to provide your target audience
with good information that they are interested in. It should provide
tips, tricks, lessons learned, or other insights that are going to help
your target audience in some way and also position your business as an
industry thought leader. Don’t overthink it. Any nugget of useful
information can be turned into a blog post. If you’re stuck, don’t be
afraid to reach out and ask current customers or prospects what kind of
information they’d be interested in. Your customers service and sales
teams can be great resources when deciding on blog post topic ideas.
What questions come up again and again? Turn these questions into blog
posts and you’ll have an evergreen resource that you can point to
whenever the question comes up the next time.
# 2 Target audience attention spans
Everyone browsing the web has come to expect information
instantaneously. If you market to a B2B audience, there’s a good chance
that decision makers are continually being asked to do more with less
time. The likelihood that someone is going to read a blog post word for
word is slim. Instead, write posts that break the content up into pieces
that are easier to digest. For example, instead of one long blog posts
break it up into a series. Or, if you plan to publish a webinar, break
it up into 5 minute chunks. Depending on your niche, your target
audience might not be deskbound. They may be on the move throughout the
day. Make sure to keep this in mind. There’s no way they’ll be reading
anything long or complex, but they may be willing to give you a few
minutes. Make those few minutes count.
More to come on this important topic but what is most important is have a blog it can work!
More next time
Joe
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