Blogging is one of the most powerful items in your content-marketing toolbox. It’s also not as hard as it may seem to create valuable content.
Blogging enables you to connect with prospective and existing clients – and go from a deserted comment-box to a bustling online community. Here are some tips to get you started:
1. Who am I writing for?
It’s crucial to have a clear idea of who your reader (the client you want to attract or retain) is before you start writing. What interests, excites and worries them?
The most important thing to remember is that it’s all about them, not about you (sorry). So tell your readers about anything that will benefit them, not just features you offer.
2. What should I write about?
Ask questions and make lists – you’ll quickly have a collection of topics to write about, for example:
- FAQ – 10 recurring questions clients ask
- News – the recent, most intriguing developments in your industry
- Problem/Solution/Innovation – customers need help with X; I help them by doing Y
It doesn’t matter whether you list three items or 30. The point is to get you thinking about the topics that your clients are interested in and to create a solid list of story ideas.
3. How much should I write?
A solid blog post starts at around 300 to 500 words. If you have additional ideas and facts you’d like to share, include links to URLs that contain that information. Also, mix it up and write a series of longer articles or white papers if you think a valuable and interesting topic should be expanded on.
4. How often should I post?
Post regularly. You will need to blog at least once a week to build an audience. Block out writing time in your calendar to keep yourself on schedule and keep the blog posts flowing (bonus tip: write multiple blog posts in one sitting, and schedule them for publication on your blog later). Not only will blogging become part of your routine, it will also encourage readers to check regularly for your latest insights.
5. The final things to think about …
- You have your readers’ attention – what would you like them to do next? Include a call to action: links to a freebie on your website; capture their details in exchange for a voucher, etc.
- End with a question, to encourage your readers to engage with you. A good discussion helps build relationships.
- Check your posts thoroughly for spelling mistakes and grammar gremlins. Ask someone to read over them, too. A fresh pair of eyes picks up things we easily miss because we already know what we want to say.
- Share your blog posts multiple times on all your social media channels.
- Make sure you respond to everyone who leaves a comment – whether or not it is positive. Handling difficult comments quickly in a respectful, authentic and positive way will earn you brownie points, so don’t be afraid of them.
Daniela Cavalletti is a copywriter, editor and ghostwriter, as well as founder of Cavalletti Communications.
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