Content Marketing is the Buzz-du-Jour among marketers everywhere, both on and offline. I have encouraged you over the last five years to write relevant content on your business blogs that provides good information, builds relationships, entertains and converts readers to clients.
But here's the thing: how do you do all that when you write a blog post? Many business bloggers are using their blogs like e-newsletters. They write an article on a topic and post. Your blog isn't a newsletter, it's different.
In fact, some of the smart clients I've worked with to set up their blogs and train them tell me, "Oh, content isn't a problem for me. I've written dozens of articles. I'll just copy and paste them into my blog."
Wrong. Blog posts are meant to be conversations, not one-way information vehicles. It's not a lecture, or a newsletter. It's somewhere in between.
Content marketing on your business blog means you must do all of these things:
- Establish your expertise
- Connect and build relationships with readers
- Tell personal stories and share experiences
- Relate to the problems and experiences of readers
- Provide solutions generously (digital downloads, links to other sites and resources)
- Show your personality (video clips, audio interviews)
- Have conversations rather than promote or market
I've written many blog posts about creating content for your business blog. It's tricky. In fact, I'd say that the gold is to be found in the 10% of blog writing. It's the little things that make a big difference in a blog that rocks and one that is ho-hum.
If you need help with your business blog and content marketing efforts, let me know, I can help you with a content marketing review. Leave me a comment so I can find you on the Web, or email me.