The Building Blocks of Blogging: Evergreen Content
January 16, 2016
The Building Blocks of Blogging: Media Mastery
January 31, 2016

In our last blog, we covered a cornerstone of blogging for business – understanding evergreen content.

Today, we’re exploring the practice of blogging for business a little deeper. Specifically: What is the purpose of your blog?

I’m not talking about what YOU  want to get out of your blog. Most business owners have similar goals for themselves in creating their blog – driving people to their website, generating leads, and boosting SEO top this list.

I’m talking about the purpose of your content. What’s in it for your audience?

Let’s take a look at a few of your options.

Blogging to Educate

If you find that you get a lot of the same objections when selling your product or service, a blog is a great opportunity to educate your prospective clients.

For example, if you are an auto repair shop and you find yourself lacking in younger or female customers, you can reach them on your blog! You can offer tips and tricks for them to help themselves, explain your unique approach to customer service, and build trust in your brand.

If you are in the financial industry and you notice that many of your leads are lacking knowledge in your field of expertise, you can set yourself apart by educating them on your blog.

Blogs are easy to access, portable, and shareable – making them the perfect vehicle to demonstrate your value to your audience. Blogging to educate is a great focus for businesses in the technical, financial, real estate, automotive, and service industry.

Blogging to Inspire

Another popular content option for business bloggers is to inspire their audience.

These blogs offer tips for success – these are the “Top 5 Ways to Become a Morning Person” type of blogs. Business coaches, marketing firms, and other business to business companies tend to have a lot of these types of blog posts.

This is also a great option if you’re business focuses on fitness and nutrition. Keep your clients motivated with transformation blogs, success stories, and strategies for overcoming common obstacles.

If you have your heart set on an inspirational blog, remember that #MotivationMonday was made for you! I recommend committing to posting every week on Monday and making the most of that hashtag.

Blogging to Entertain

I love these blogs – but then again, who doesn’t?

These are the blogs that tend to have big personalities, sarcastic commentary, or approach a normal topic from an unusual angle.

For example, the company behind a food delivery app once posted a humorous blog titled “5 Reasons to Stay Out of the Kitchen” to promote their services. It was comedic gold, and it worked for them!

This type of entertaining blog is not a good fit for every business, so tread carefully. It is extremely easy to accidentally alienate a group of customers in your efforts to attract another group. That’s never a good plan.

However, if you’re trying to reach a younger audience – or you have a hip, fun product – go for it! Just exercise caution, and identify your content boundaries.

Best of All Worlds

From personal and professional experience, I can tell you that the most successful business blogs have a little bit of each style.

Your first step in this process is to identify which approach should be the most dominant for your business and/or industry. Heeren Content & Strategy can help you create a solid foundation for your blog content. We also offer editing and content development services, depending on your needs!

Email erika@heerencontentstrategy.com for details.

Tune in next time for Part III of this series as we discuss the different types of media you can use to maximize your blog!


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