I love writing my blog. It’s no surprise that I love writing, otherwise I wouldn’t be doing it for a living. I spend a lot of time writing for other people so it’s great to be able to use my own voice for a change.
It’s also my chance to talk to you, entertain you and give you something you’ll find useful.
Why should your business blog?
A blog can tell your customers your story. You can tell them about the ways in which your product or service will help them solve a problem or improve their lives. You can show them that you’re just like them, that you understand. Ultimately, when customers are faced with a choice they’re more likely to buy from the person they like best.
I know it’s counterintuitive, but give your customers advice that will help them not to use you. Offering valuable advice to people who can’t afford to work with you yet means that they’re more likely to come back to you when they can.
What do I write about?
What you talk about in your blog will depend on what you do.
People love to see behind the scenes. You could talk about how you work or a side of your business the public don’t usually get to see. This can be really good if you make something, particularly if your products are handmade. I’m constantly amazed at how many really talented people think their skills are ordinary and that their customers wouldn’t be interested. Trust me, we would!
If you can talk about your life it helps your customers to see the similarities between you. I might work with people who are in completely different industries but there are often common threads that connect us all. If you can then connect your experiences with your services and how they will help your customers you’ll have given them a much deeper insight into your business.
Sharing insights into your industry is helpful, particularly if they’ll have an impact on the action your customers need to take. It will help them to see you as being knowledgeable so they’ll be more likely to contact you.
Your main focus should be on showing your customer the ‘before and after’ state and how you will help them get from one to the other. You can describe your methods in your blog, or provide a case study (anonymised if necessary).
When you write a blog you tell your customers a story that helps them to imagine themselves in the ‘after’ state with your help.
But I can’t write
Believe me, sometimes even I’m paralysed by the sight of a blank screen. The key is not to sit in front of it whilst you think about what to write. I handwrite a plan before I start so I know I’ve got the main points covered. It also means that I can sit on the sofa and daydream about my topic if I need to.
You could also imagine that you’re trying to explain your subject to a friend – what would you say? You can even record yourself talking about it if it helps.
Structure
Whilst you shouldn’t get too stressed about structure, it helps to keep your paragraphs short and on a single subject so your reader doesn’t get confused.
Use subheadings; most people skim read until they find something they’re interested in. It’s also common to read only the first and last paragraphs and maybe some of the content in the middle.
Whatever you want your readers to remember, put it at the beginning and the end.
Tell your customers your story, help them to relate to you and your business and you’ll find yourself with lots of new fans.
If you need any help or want to try a new approach to your content marketing, I’m for hire! Get in touch
