Let me get this straight.
- Google will send you more love if you blog
- you will get “retweeted” and “liked” on social media channels if you blog
- your prospects and customers will be convinced of your expertise if you blog
- you will likely get covered by mainstream media if you blog
But you don’t blog.
You have nothing to blog about
So you’re in one of those non-sexy industries, eh? An industry where it makes no sense to blog?
What do you sell? Office Supplies? Real Estate? Karate Lessons?
No matter what you are selling, you can get all the benefits of blogging. You just need to put on your thinking cap.
Let’s get busy…
Who is your target?
It may be that you can write blog posts aimed at your entire market.
But be warned. For many businesses, this is a mistake.
It is difficult to create engaging content for the masses. You should consider picking a niche of your market as the target audience of your business blog. This is particularly true if your business serves a market that crosses over many demographics.
Take, for example, an owner of a small pharmacy. We all use medicine. But it would be difficult to create an engaging business blogging strategy for men and women between the ages of 18 and … well… dead.
Better to find a lucrative market and build hyper-relevant content on the blog for that target audience. Here are a few thoughts for a pharmacy employing a blogging strategy:
- Target new mothers – I can tell you from experience that having a newborn means many trips to the pharmacy. And there is no end to the amount of blog topics you can build around health and newborn children.
- Target diabetics – Diabetics need information. A blog on a pharmacy website can provide it.
- Target allergy sufferers – My wife has allergies year around. Content built on a blog that provides information, help or community to other allergy sufferers would do well.
What do you really sell?
Don’t worry, I’m not going to go all “features” and “benefits” on you again. That was last week.
However, understand that if you think you have nothing to blog about, you aren’t selling what you think you are selling.
To determine the angle you will take on your blog, you have to get to the core benefit you are providing when someone buys your buckets.
Let’s look at three examples…
Fiskars (yep… the scissor company)
The Fiskars blog is one of the most successful business blogs on the Internet.
Target audience: We all use scissors. But the Fiskars blog, called Fisk-A-Teers, targets women that like to make crafts.
What they are really selling: Fun
Topics: They build content around crafts but also provide the ability for members to write posts, upload images of their crafts and generally “hang out” with other Fisk-A-Teers.
Extra cool: Fiskars named their community members Fisk-A-Teers, a brilliant marketing tactic. Learn more about the power of giving your community members a name.
Arch City Homes
Arch City Homes is a small real estate firm in St. Louis, Missouri. Karen Goodman of Arch City Homes is a brilliant marketer, using her blog and social media to grow her own Tiny & Mighty business.
Target audience: Karen’s blog content doesn’t just target people that are in the market to buy homes. She targets anyone in the St. Louis area. She knows that most of us will be in the market to buy a home sooner or later. And when we are, we will think of Karen.
What they are really selling: A better lifestyle in St. Louis
Topics: The Arch City Homes blog contains pictures and video of St. Louis communities and events, all uniquely created. Karen writes homeowners tips, reviews of school districts and fun things to do in St. Louis, MO.
Extra cool: The Arch City Homes blog makes excellent use of images and video in addition to text.
Urban Martial Arts
Urban Martial Arts is a martial arts school in New York City. The owners of this school are making excellent use of business blogging to grow their business.
Target audience: Parents in the Brooklyn area
What they are really selling: Mentally, spiritually and physically fit children.
Topics: The Urban Martial Arts blog provides advice about parenting, nutrition and news regarding the world of martial arts and their own dojo.
Extra cool: The Urban Martial Arts blog covers current events that are relevant to their overall theme.
Get all the benefits of business blogging
Ok. Your turn.
Flesh out a vision for your own business blog.
Target Audience: Remember you may not be able to aim this blog at your entire market
What you are really selling: If your answer is red buckets or blue buckets, keep digging.
Topics: Come up with topics that blend well with the audience and what you are selling.
Extra cool: This is that little twist that makes your blog different than others like it.
Now, get to work making that vision a reality. The topic of your business blog doesn’t have to be a barrier if you plan ahead and get creative.