I write articles, newsletters and blogs for executive coaches, leadership recruiting experts, and consultants dealing with CEOs. I don’t write financial or health topics. My business site is at ContentforCoachesandConsultants.com.
I also help coaches, consultants, authors, and other smart professionals with their online marketing. My content marketing consulting blog is here, at WritingontheWeb.com, all about online content marketing.
All sorts of content on the web must be published in order to get found, get known and get clients. Most of it is done on your business blog, which is quite simply, “The Best Darn Marketing Tool on the Planet.”
This blog is currently ranked #5 in the Top42 Content Marketing Blogs. As co-founder of The Blog Squad, I am passionate about helping professionals find and unleash their core message and get it published on blogs, newsletters and social media.
This is what content marketing is all about… what’s your core message and how can you get it out to the people who need your products and services? How can you make your messages memorable?
I can understand that people new to using the Internet to market their businesses get confused. Do they need branding services? Marketing expertise? Writing and blogging services? A copywriter? SEO expertise? To me, online content marketing must include all of these things.
And in a way, the same marketing principles exist today on the Web as they did 50 years ago when professionals used newspapers and yellow page ads. If you’ve taken marketing courses, remember the 3 P’s?
- Position – what makes you unique?
- People – who’s in your target audience?
- Product – what are you selling?
It’s the same on the Web. Even more so. Maybe we call positioning “branding” now, but it’s the same thing, only more so, because you’ve only got a few seconds to establish yourself.
When visitors land on your blog, do they know what makes you unique? Who your blog is for? What you’re in business for? How clear are you?
This has to be upfront in your banner, with the name of the blog, the tag line that explains what your blog is all about. Hopefully, you’ve got a benefits-oriented tag line that answers the question, “What’s here for me?”
And somewhere, if not in the banner or tag line, there must be something obvious that identifies who the blog is for, and who you are.
How often do you repeat to your readers who you are, what your expertise is, who you work with? Yes, you must repeat it. Create separate pages to lay it out: Who you work with, and what are you selling?
And you must make it memorable. Positioning is what makes you remembered.
Read this great guest post by Michael Martine, Remarkablogger, over on Grant Griffith’s BlogforProfit site: Is this Magic Word Missing from Your Marketing? This will make you think about how to do this for yourself and your own business.