More often than not, the clients we start on the Web Triangle are at square one when it comes to blogging. They aren’t sure what they should blog about, or what is of value to the audience they are trying to cultivate. We wrote a blog here to explore why blogging is important, but even after you’ve grasped that concept, it can still be difficult to figure out what to write.
We write blogs on behalf of our clients, and they run the gamut of topics. Whether you are composing your own blogs or figuring out topics with a third party that’s doing the writing for you, here are some tips on how to figure out what to write.
What is important to your customers?
No one knows your customers like you do. You talk to them every day. You’re in it with them all the time. Your blog is a space you can use to “talk” to them. For example, I’m writing this blog because we get questions all the time from our customers about what content they should have on their blogs.
Do your customers worry about network reliability? Are they confused by the cloud? Do you need to educate them on different types of technology? Making a list of the questions you get from your customers can provide a plethora of blog topics to work on.
What is important to you?
Much of writer’s block stems from a lack of confidence. We find some of our clients don’t believe that what they have to say is interesting or useful. But chances are, if the topic is of concern to you, it’s of concern to someone else, too.
Unless you are the only company in the whole world that does what you do, other people have similar issues, quandaries, and questions. Are you concerned about the future of your industry? Is there an aspect of your business that is developing in a particularly interesting way? Have you encountered a unique challenge recently? These questions are a good launching pad for developing blog topics.
When you are struggling to select the right blog topic, think of what’s bugging you these days. Don’t be afraid to lead with emotion. Readers identify more with personal moments than they do with staunchly professional blogs. Any human element you can bring into the mix will make for a good blog, and will pique your readers’ interests.
Whatever you do, don’t write a sales pitch.
Readers see through advertising language immediately. In a survey by the Economist group, 71% of business executives said a sales pitch in a blog puts them off. This is not the time to sell. This is the time to educate.
Kissmetrics advises that, “to gain business with your blog you should stop thinking like a salesman and start acting like your reader’s mentor. A salesman wonders how to get his next sale. A mentor cares about his students…By providing solid advice on a regular basis, you build authority and trust; and that’s how you win new customers.”
You know your customers better than anyone else. It’s time to reach them with confidence and expertise. If you have questions about blogging, talk to us to find out how it will better your business.