By Kevin Howell
Most businesses have a blog for their website. It’s proven that businesses with blogs get 67% more leads per month than those without them.
Having a blog helps your company in many ways, including increasing your ranking on search engines, expanding your reach, and improving brand awareness.
However, some businesses take the wrong approach to blogging. They feel if they just post content on their blog regularly they’ll reap the benefits of blogging.
Content is beneficial, but just not any content.
The internet is a huge place. Colossal! There are millions of blogs. And even in your industry, there are at least hundreds of competitors producing content.
What makes a reader want to read your blog?
The awesome products and services you highlight? The content about the latest award your company won?
No and no.
Let me break some bad news to you:
Readers don’t care about your company. Not. One. Bit.
The reason your blog isn’t giving you the boost you thought it would is because your business is making the most common mistake with its blog. You’re writing about your company.
IT’S NOT ABOUT YOU
Let’s face it: people are selfish. Most of the time they’re thinking about themselves. It’s human nature.
They’re looking for ways to improve their lives.
People search the internet for three primary reasons:
- They want to do something
- They want to know something
- They want to go somewhere
So they are always looking for information to meet their needs.
The problem with many company blogs is they’re used as a public relations or direct marketing tool. Both are counterproductive. Let’s look at why.
- Public relations:
When I say companies use a blog for PR, I mean they are posting press releases, company announcements, new hires, news about the board of directors, etc.
Does anyone who’s not on your payroll give a damn about that stuff? Absolutely not.
There is a place for press releases and company news on your website, but it’s not on your blog. If it’s important to post that information, make sure it’s on a different page and clearly marked as company news. Don’t mix it with your blog.
- Direct marketing:
Your blog is for marketing your business, but not with traditional marketing.
Traditional marketing is an extension of sales, talking about your products and services and why they are so great and why a consumer or client should purchase them. That’s becoming less and less effective.
Blogs are used for inbound marketing, which is when you earn the attention of your audience by producing interesting content.
Blogs are a tool to attract an audience and build trust with that audience. That’s the meat and potatoes.
You’re not attracting an audience by talking about your products/services.
You’re not drawing them in by talking about your company, or in some cases, even industry news.
You’re not building trust by trying to market stuff to them.
So how do you make your blog effective?
THE KEY TO EFFECTIVE BLOGGING
Blogging is all about your target audience. Not your products. Not your services. Not your business.
But how will it translate to sales if you don’t talk about your product?
I’m not saying you don’t mention your products or services at all. But in many cases, the reader isn’t anywhere near ready to make a purchase.
Every reader is at a different place in the buyer’s journey: some are just looking for information, some are looking for specific help, some are shopping around, and some are ready to make a buying decision.
Regardless of where they are on the journey, you need to build trust. And that means you must give more than you sell.
Your blog should be an invaluable resource of information concerning the problem your products or services solve. If a reader can rely on your blog for helpful information, they are more likely to choose you to solve their problem.
Blogs are indeed a great tool to draw traffic to your website. But not just any blog will do.
Stop talking about your business or whatever you sell, and become the authority of useful information for the problem your product/service solves.
By giving readers valuable, relevant, and helpful information, you earn their trust, and in turn, earn their business.
To find out more marketing tips for your business or to see how I can help you improve your marketing content, check out khcontent.com