How to Blog For Business: A Beginner's Tale
As a young marketer entering the blogosphere, I realized there was a lot more to blogging then I originally thought. After hearing so much about how content is king, I was under the impression that as long as you had something valuable to provide, it didn’t matter how random your idea was. However, after reading Andy Crestodina’s guest blog in Rich Content Daily about how to effectively blog for business, my idea of a random blog topic has indeed changed.
Although random blogs are oftentimes very well written, they seem to lack some sort of guidance and direction. It’s fun to write what you want to write, but blogging with an objective in mind is essential to creating an effective business blog.
Here are a few tips that helped me understand what it means to write an effective blog.
Align Posts with Your Sales Process
We all know that no matter what the product or service, consumers go through the same process when making a purchase decision. If your blog post is able to highlight the wants and needs of the consumer while answering any questions they might have about your product, you’re no longer blogging just for the sake of blogging. Instead, you’re providing valuable information that is both appealing and educational, and will create qualified leads and positive word-of-mouth.
For more information on igniting positive word of mouth from your customers, check out my blog on the topic.
Blog with the End in Mind: An eBook
In addition to aligning blog posts with the sales process, another way to efficiently increase the effectiveness of your blogs is to plan ahead for future reuse. This particular tip is one that I was unaware of before reading the guest blog. As somewhat of a newbie when it comes to blogging, I hadn’t really put much thought into the idea of combing several blogs to form one larger book /eBook.
If blog posts are written with the intent to combine them later, each post will be written with similar formatting and voice. Doing this will make the transition from blog posts to eBook much more efficient.
As I begin to build-up my own portfolio, developing a strategy that helps link my blogs to one another, I hope to one day repurpose those posts into my very own eBook.
Blog with Purpose
As we know, blogs can influence consumers in many ways. Therefore, blogging with intention and a bigger picture in mind is crucial to the effectiveness of your blog. As I mentioned above, highlighting the wants and needs of your consumers is important when aligning your posts to your sales funnel. If you see or hear about a weakness in your funnel, try writing a blog that highlights and strengthens that particular phase of the sales cycle. Also, write your blogs within a specific outline and structure. This will make the transformation from blog to eBook much easier.
After reading one of best informative pieces on effective business blogging that I have ever read, I now have a much better understanding of not only what to write my blogs about, but also how to develop a strategy for turning my blogs into an eBook.
It’s great that a blog produces valuable content, but if it’s produced without any direction in mind, it really isn’t that helpful. So remember, write with a purpose and have a strategy in mind, or your blog might get lost in the millions of other unorganized posts out there.
Image courtsey of Lagano Business Strategists
This post was written by SyneCore marketing intern Dan (the man) Brady.