“Tell me again what it is you do.”
Ever heard that upon meeting someone for the first or second time? Or maybe after being acquaintances or neighbors for years?
How can a blog help you reach your target market through people you already know?
A client decided their company should start doing regular blogs and while it requires extra effort among the staff who contribute, the website manager has seen an uptick in traffic from the blogs.
And how did we get those blogs out to people? Social media. One of the authors related that after he shared his company blog to his hundreds of Facebook friends (by sharing the company’s Facebook page link to the blog), a high school buddy reached out to say I didn’t realize your company does such-and-such and I need that service.
Voila: new customer. You see where I am going with this?
We often think of content marketing as sending pings out to the universe with blogs and social media, but your signals can reach people you already know who don’t know what you do. Or they forgot. Or they will relate your information to someone else who can use it.
picking blog topics
OK, so now what do you write? Think about problems you solve for your customers. Frame your services in terms of what value it provides.
Write a list of things your company does. What is unique? What is a commodity? Start crafting that story. Work from your elevator pitch. Oh wait, does your elevator pitch need some work too?
Good. This is where you need to exert some discipline. Look at your current revenue streams. Decide which to emphasize. Look at what current laggard you may want to highlight.
Now, from your list of priorities, winnow down four categories. There you go: your first four weeks of blogs. Assign them or do them yourself.
To organize your thoughts before writing, opt for about three points to make and structure your blog accordingly. After you think it is done, put it aside to return to it later. Then, perform a dramatic reading. You should find yourself making revisions. Get other people to edit it!
Which social media?
Some people in your audience use Twitter as a news feed and look at it repeatedly during the day. Other people respond well to email marketing. Pick about three venues, but no more than five to reach out with content marketing. Anything more and you’ll spread yourself thin.
What is the most important thing you can do? Start blogging.