Any digital marketing expert will tell you that the key to staying relevant, and being seen as the go to source for your specialty, is to constantly produce great content – to write a blog. Sounds easy enough right?
I know – you’re talking to yourself right now….Blogging Royalty? What do I say? How often do I have to blog? What do I write? I cant write! I don’t have a blog!…Whats the point? Lets discuss this – because I want to make sure you are sharing your knowledge and valuable content with people so that you will be seen as the expert. You have a lot to offer. You live and breathe your specialty and people are craving to find out more, and to work with you to solve their unique problems.
Consistently updating a blog with valuable content will not only give you better chances to pull in search traffic from Google (and Bing?), but it will make sure your audience of potential customers will constantly come back to seek your professional insights and wealth of knowledge.
What do I say in order to become blogging royalty?
The dreaded blank page. Its nerve wracking, I know. Although its hard to know where to start, you do have a lot to write about. It just has to start pouring out. Start thinking about what value you can offer your customers. What questions are they constantly – and consistently – asking? Are there trends you have noticed? What are the new developments in your area of expertise? Is there something in the news that impacts your business? Spend time brainstorming a list of possible topics. When you have a nice batch, get your calendar out and plan what topics you will write on which day. Think about what your customers want to hear about, just not what you want to say.
How often do I have to blog?
Lets do some word clearing – the definition of a blog is a series of posts updated regularly. When someone views your website, or blog page, they can see the last time you posted. And guess what, if it was a few months or a year ago – what are they going to think? You’re supposed to be the expert! Your business is supposed to be up to date. Sure it can be difficult to sit down daily or a few times a week to write, so try the very thing experts do to make sure their blog posts get published on regular cycles. Batching. Carve out some time to write a handful of articles at once – then schedule them to publish automatically over the course of a month or week. Of course time sensitive articles should be posted appropriately. Choose whatever works well for your schedule – and start small – 1 – 2 blog posts per week. Build it up as your time allows and your writing habits improve. You’re on a mission to become blogging royalty here.
I can’t write!
We can all write! Now you might have spelling or grammer challenges – thats what a second set of eyes could be good for. (An Editor). When completed, have a colleague or associate read over your post to catch any errors that may have been made, or to offer feedback. It could be that you are great at writing bullet points and your cousin is great at blowing them out into full paragraphs. Find what works best for you, then you’re on the blogging royalty path.
But I don’t have a blog!
Sure, thats a concern if you want to hit the blogging royalty mark. But nothing that cannot be fixed quickly. Using a free platform like WordPress might do that trick, but you can also look into posting on such channels as Facebook, Medium and LinkedIn. Depending on how your website was developed (quite possibly on the WordPress platform!) it could be a relatively easy fix or addition by your website management team (or technically inclined nephew).
What’s the point of writing a blog?
You focus your time running your business, and can’t spend the time on all of these “marketing trends”. These marketing trends, otherwise known as “digital communications tools” are an essential way for connecting with customers today, and for the foreseeable future. Sure, a blog might not be the best option for your business, but you do have to make sure that your potential audience is hearing your message loud and clear, that you are communicating with them regularly, and showing them why they should work with you. Take a look at your competitions digital marketing strategies. How are they communicating? Are they doing a good job? Are customers interacting with their brand? It is essential you find a way to get your news in front of your customers so that they know who you are, what you do, and how you can help them solve their problems.
Digital Marketing is Overwhelming! Yes, it is. But the key to executing your digital marketing strategy successfully and becoming blogging royalty is to find out where your customers are, and communicate to them on their own terms. Start by evaluating what you want to achieve, then figure out how your content will get you there. Whether its through a blog, newsletter, or by interacting on social media.
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