“Hayley, what’s the use in blogging?”

I get asked this. From clients, potential clients, colleagues etc.

Often the question is spawned from not knowing what a blog is. Other times it comes up in conversation by way of a defence mechanism – the fear and pain of starting a blog and keeping it going…!

I’ve known people explain it as an online diary, a thoughts store and a content log. My definition: ‘a platform to showcase your expertise’; it’s a good catch all.

Most of the clients I work with want to generate new sales with potential customers, retain their current client base and build engagement. To do that they have to bridge the gap between them (the brand) and who they’re talking to (their audience) by building a relationship and establishing trust.

Blogposts fall under “content marketing” – a strategic marketing approach to create and share effective and consistent content that attracts and retains an audience. A focused campaign plan (why you’re producing the content and how) and an effective schedule (when) supports the key messaging (what). This supports your content marketing strategy in line with your buyers personas and the buyer’s journey.

“Content” includes blogposts, videos, interviews, webinars, PR, podcasts, case studies, as well as sales collateral and printed material. The types of content you adopt depends on your brand, industry and target market.

What about blogging?

Blogging is versatile enough to adopt to educate, inform and/or entertain your audience, particularly when done on a regular basis and as part of a campaign. Top-level, you are striving to highlight why your clients and potential customers need your product/service and the challenges your product/service overcomes.

Here are some examples of how you could do this:

• Posing a challenge that you know your audience is facing and providing them with helpful hints and tips by way of a solution.

• Reviewing an industry event and highlighting the top three takeaways.

• Reflecting on a subject area your audience will resonate with.

• Outlining possible threats and opportunities facing your industry.

• Providing insight on a topic or future trend.

Your campaign plan will include this level of detail (why and how).

Blogging - tips

A general rule of thumb – aim to blog once every three weeks, more if you have time, and strive for a minimum of 300 words, a maximum of 1200. There’s debate over shorter, stickier content vs longer blogposts with effective SEO (Search Engine Optimisation – how people find your content); SEO is important. Consider a call to action (CTA) so the reader understands the next steps they should take if they want to further engage with you.

Couple all of this with effective social media marketing and you’re cooking on gas – you begin to communicate with primary and secondary networks. Blogposts, as well as other content, distributed via social media channels, creates engagement and gives good reason to tweet and post, building brand awareness throughout.

In short…

The more you share your knowledge and experience the more of a relationship you are building with your audience, and the more they begin to trust your expertise.

 Building your content marketing strategy, campaign plan and content schedule is no mean feat. Neither is starting a blog and maintaining it on a consistent basis*. Drop me a line if you need support.

*“Do as I say not as I do” – Table Talk, John Selden, 1654. I certainly don’t blog as often as I should do…