Blogging can be an important part of your marketing mix. It helps drive traffic to your website and, if done well, informs and engages the reader. But many individuals and companies aren’t doing it right, leading to wasted time and effort.
Here are three tips to get your blog off the ground and moving in the right direction.
Know your audience
Nobody knows your audience like you. You run the business, and you work with these customers every day. Leverage your knowledge and aim your words toward the people most likely to read them.
If you’re a small garden center, your audience is most likely gardeners who enjoy the outdoors. Your blog topic and voice (more on that later) should be geared toward those readers. It sometimes helps to run a simple exercise: Give your audience a face and identity. You can go even further and give your reader a name.
If you have more than one audience (like serving more than one industry, for instance), you can create multiple people. Then, when you brainstorm blog ideas, you can use these personas to come up with topics.
Find a voice
Almost everyone blogs, and it’s almost a guarantee that someone within your industry blogs. So how are you going to separate yourself? Finding your unique voice is the best way to do this. A writing voice includes the topics you write about and the way to write about them.
Storytelling is a great way to separate yourself from the pack and create a voice. While your competitors may be blogging, they don’t share your personal experiences. You are a business owner or marketer, and sharing your unique stories through blogging will help drive engagement. People enjoy reading stories.
Telling personal stories will also highlight your personality, which is a surefire way to improve your writing and bloggings skills. Don’t just stick to the facts — bring in a personal element to your blogs and watch the click counts rise.
Share useful information
There are many business owners out there who are afraid of giving away expert information. But in this day and age, becoming a thought leader is so important that sharing expertise is much more beneficial than keeping it close to the vest.
From one of our previous blogs: “Thought leadership is reaching out to a target audience in a meaningful way. By leveraging expertise and thoughts from inside talent, companies can provide informative content to address questions or problems the audience faces. In short: It’s using industry know-how and original ideas to build respect and trust with consumers.”
That’s invaluable in today’s hyper-busy marketing world. You know some of the best practices in your line of work, and you hear the questions your customers ask. Use blogs to share your expertise and inform potential customers. That’ll help your business and brand rise to the top in the minds of customers.