If you play any part of any business in any industry, you can’t possibly have missed the fact that there’s a lot of content out there. Websites, articles, case studies, white papers, blogs, podcasts, infographics, photos, videos and more. At its worst, it’s just low-value curated pieces or thinly veiled rip-offs of someone else’s hard work. At its best, it’s high-value information that provides knowledge and helps readers/users solve problems. The simplest, most basic way to be part of the content parade is to have a blog.
“But,” you may ask, “If there’s so much information out there already, what could my business possibly add? And what do we have to say that would make anyone pay attention?”
What your business could possibly add:
* Your knowledge. When you provide your in-depth knowledge to current or potential customers, you build trust. They also want to give something back to you, typically in the form of their business.
* Your thought leadership. Why are you the best at what you do? When you explore that question and share the answers, others will start seeing you as an expert.
* Your message. If you don’t control the message, someone else will. So get out there and be proactive.
* Your interpretation. This is especially important in complex industries, businesses or with complicated topics. When you break something that was previously confusing into information that’s usable in the “real world,” it does a great service for your audience. And they show their appreciation.
* Your presence. Current and potential customers are everywhere — your website, email, social media channels like Facebook, G+, Twitter and LinkedIn, YouTube, iTunes and more. You should be there too.
Why people will pay attention:
* You give them a reason and ample opportunity to share across multiple social channels.
* You know your target audience and you know why people do business with you. You can turn that knowledge into valuable content to address their “pain points.” Potential customers see this, say, “Me too!” and take action.
* You’re engaging with your audience. Don’t just create content to blast people with your chosen message, engage with your target audience to find out what they want/need to know and solicit feedback on the solutions you’re offering. When you’re responsive in creating content, people also get the message that you have great service.
Need more reasons your business should have a blog?
According to Demand Metric:
* 60 percent of people are inspired to seek out a product after reading content about it
* 82 percent of consumers feel more positive about a company after reading custom content
* 90 percent of consumers find custom content useful
* On average, companies with blogs produce 67 percent more leads per month
It’s not always easy to get started with your business blog, there’s a lot to consider. What your focus should be, who should write and edit each post, plotting out your editorial calendar and more. But it’s important for your business, your reputation and your marketing so if you don’t know how to get started, hire someone. It’s a worthwhile investment. Contact me at Lynne (at) SocialVisibilityConsulting.com for more information and for ideas on how to get started with a blog for your business already!