You have decided to create a blog to help potential leads find your business, learn more about who you are and what you offer, and build lasting relationships with current and future customers. Great! Now what?
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A blog with great content can do all of these things and more. It can help you build your brand, it can increase your sales and it can help position you as an authority in your field.
It is important that your blog reflect who you are and what you are about. If you are a casual, fun company, your voice should consistently reflect that. If you are a serious business trying to attract serious clients, that should show in your blogging.
Most businesses fall somewhere in between, of course, but it is important that your blog help potential leads learn who you are through your unique voice. If you need to figure that out, come up with three words that describe you. For example: Reliable, hardworking, approachable. Or, green, innovative and energetic.
Who are your customers and potential customers? Where do they work, and on average, how old are they? Are they primarily male or female, and what level of education do they have? What do they do for fun?
It is a good idea to develop typical buyer personas to help you do this. Pick two or three of your "ideal customers" and write out a detailed persona that answers these questions. When you create content, be sure that you are writing for at least one of those personas.
Check out this blog about how to create great buyer personas!
You may want to create content that is relevant to where a person is in the funnel. For example, someone who is starting to do research to find a solution to a problem they have is going to want different information than someone that knows what they want and is ready to buy. You need to create different content for each of these buyers in order to grab them at the particular stage they're at in their buyer journey.
This is advice from content marketing guru Ann Handley. Write clear, concise content that is unapologetically you. Tell your story and stay true to your voice, and most importantly be real!
Check out our blog to help you get started!