Why should you be writing and publishing blog posts and Web content for your business? No, it’s not because of search engines in order to get indexed and found. That’s important but it’s a side-effect of doing Content Marketing right.
The only reason “you should be blogging” is to get your message across to the people who need it. All the other reasons pale in comparison:
- My business needs a good website/ blog to look professional
- My company needs to build credibility and trust
- A good-looking professional blog or website will build a marketing list
What’s your message? How can you inspire desire? I suggest that your blog messages should focus on what truly matters to your target audience of potential clients. What’s their beef? What problems do they encounter that your product or services can solve? How will you make a difference in their lives?
Many marketing messages focus on the product or service being offered. This is especially true in advertising. But on a blog or Web page you have an opportunity to do more, go further.
Key Content Marketing Principle:
Instead of being company-centric, be customer-focused. Write about your buyers’ challenges. Here’s a sample outline for a 300-word blog post:
- What problem do your clients struggle with that you can help solve?
- How bad is it – what are some of the consequences and why should people care?
- What are the traditional ways of handling this, what are your competitors’ solutions?
- Why doesn’t this always work?
- What alternative solutions are there, and how does your product/service/company handle things differently or better?
- What are the truly important benefits that will make your customers’ lives easier?
Time, Money, Energy?
Many marketing messages focus on saving customer time, money or energy. I suggest you dive deeper. Ask “Why?” three times, then one more time and maybe once more. Find out the really important benefits that come when people use your company.
That‘s your message.