Here we go again, encountering that most dreaded of nemeses: the blank screen. If you maintain a blog, you probably face this recurring battle about as enthusiastically as your next root canal appointment. We bloggers are always on the hunt for varied, entertaining, valuable subject matter we can share with our target audiences. But it can be all too easy to fall into a rut where you rehash the same handful of topics over and over, boring both yourself and your readers in the process. Additionally, it's just plain hard to find a hundred ways to spin the same article. Maybe it's time to start thinking out of the box by tapping some other kinds of blog posts -- posts that mix things up while still offering genuine interest and marketing value. Take a look at three powerful contenders that business owners often underrate or neglect.
Underrated Topic #1: The Employee Spotlight
Many company blogs spend most or all of their time addressing customer questions, needs, and concerns -- rightly so, since Google searches on these topics can lead directly to helpful blog posts on these subjects. You definitely want to keep creating a steady stream of such posts, but you should also take a little time to remind your audience of just how well-equipped your team is to tackle those challenges. So why not post a "Team Member of the Month" or "Meet Our Newest Team Member" article every once in a while? Introduce one of your specialists and mention that person's position, functions, background, credentials, industry experience, hobbies, et cetera. It's an easy write; after all, you've got their resumes on file, and you can email a simple questionnaire to get any other details that would enliven the article. Plus it helps your customers feel that they know you.
Underrated Topic #2: The Industry Update
You might be thinking, "Oh, none of my customers care about the ups and down of my industry." Think again! Changes in techniques, strategies, economic factors, cultural preferences, and other dynamics have a direct impact on your business -- which in turn can have a direct impact on how you serve your target market. This means that you can, how has the evolving EV market affected what kinds of cars people are buying? If you're in the electronics industry, what do your customers need to understand about the impact of supply-chain disruptions? It might feel like you're trading marketing for journalism, but you can spin these facts and figures back to the bottom line: why you're the knowledgeable expert your customers should continue to trust.
Underrated Topic #3: The Hearty Laugh
Enough of the serious stuff -- sometimes people just want and need a lighthearted break in their day. Believe it or not, you can make a big impact just by giving your target audience a laugh or two. Now, unless you're in the comedy business, you obviously don't want to devote your blog to nothing but yucks. However, an occasional humor-oriented piece does no harm, and it may in fact do your brand a world of good. You're not just a company; you're a team of witty, charming humans worth listening to, laughing with, and ultimately buying from. I throw out the odd "comedy" piece from time to time, such as my annual October post in which I relate common marketing challenges to Halloween horrors. It's fun for my audience, it's fun for me, and it still lets me address genuine marketing issues.
Give these three kinds of blog topics a try. I think you and your readers will appreciate the fresh dose of variety and vitality that results. I'm always happy to help you dream up and write these articles, so don't hesitate to reach out!
