Why do people and companies blog? The answer to that question may depend on whom you ask. Some may blog mainly to increase their online authority with the major search engines, and that's a perfectly fine (and potentially very effective) strategy. Others may blog because they feel an intense personal need to express their opinions and insights. Still others may blog simply to keep up with their competitors' marketing efforts and stay top of mind with their target market. Blogging can help accomplish all of these goals, but it can also communicate certain key points about your brand identity, your business practices, and even your competence as a solution provider. Take a look at four great things your blog content can communicate about you and your business.
Great Thing #1: You Understand and Empathize
You may have heard marketers employ the term "pain point." A pain point states a common problem, challenge, or frustration that your audience probably suffers from. Pain points serve as useful conversation starters, not just for blogs but other forms of marketing content as well, because they give readers something they can instantly relate to -- something that hits them where they live. These pain points often drive people to seek answers by performing online searches. If you've just written a blog post on that very pain point, your post may pop up near the top of those search results. If you address that pain point in a manner that shows your empathy for your reader's troubles, you position yourself as a friend who wants to help. Who wouldn't want to read on and find out what form that help may take?
Great Thing #2: You've Got the Answers
Once you show that you understand your audience's pain, you have a golden opportunity to present your products or services as the solution. Think about it: When you need to learn how to fix a problem, you want to uncover informative articles that actually offer answers, whether they include DIY solutions or point you toward the right professional solution provider. If you happen to be that professional solution provider, you just gained a customer. Meanwhile, as you continue to build a blog archive rich in solutions and recommendations, you demonstrate that you don't just have an answer; you have tons of answers. Readers may then come to rely on you as their go-to guru on your particular industry or profession.
Great Thing #3: You Follow the Latest Information
Some blog posts feature "evergreen" information that will prove helpful, correct, and meaningful for years to come, while others focus on more transient topics. Ideally, you want to bounce back and forth between both types of posts. In addition to those essential unchanging pillars of truth, you also want to show that you're up to speed on the latest trends, breaking news, and current events that affect your target audience, especially when it intersects with how you can help that target audience. Topical posts can make a big splash during that initial spike of interest in the subject at hand. Deliver your own take on the hot headline of the day, and you may just attract a whole new crowd!
Great Thing #4: You've Got Your Act Together
Blogging on a regular, consistent schedule communicates some important points about how you run your business. For one thing, it shows that you care enough about your readers to keep providing them with helpful, interesting content. It also says something about your team's organizational, management, and implementation skills. Last but certainly not least, it reminds and reassures your customers that you're still open for business, bubbling with fresh insights and ideas, and ready to deliver the goods. In other words, you're a business that your target audience would actually want to do business with.
Yes, blogging can do your image (and your bottom line) a lot of good, but only if you pursue it diligently and competently. So contact me today for the professional copywriting you need to take full advantage of this powerful business booster!
