Next to your subscriber list building and social media marketing efforts only one thing rivals in importance — a well thought out content strategy. You will attract more prospects when you establish a trusted source of information. The best way to accomplish this is through a regular posting of articles that best reach the needs of your community.
According to an infographic by Right Mix Marketing, social influence is enhanced by 41.67 percent when blog posts are shared:
A blog has the ability to answer the most pressing questions. Some other benefits pointed out by Hubspot:
But what type of blog is the best fit for your business — personal or business?
The right focus and message delivers the image and essence of your business whether you have a personal blog which is focused on you as the Expert; or, a specific company website which is focused on your business. Which format is right for your brand? Neil Patel, content marketing expert, writes it this way:
If, for example, you are building your persona as a public speaker, then writing from your own expertise can greatly enhance your following and opportunities to sell your services.
An increasingly savvy online audience is searching beyond the standard sales approach and may avoid blatant advertising. When you provide high value information you become a trusted resource your audience wants to visit — especially when you provide a perspective that caters directly toward your visitor’s personal needs and desires. This will lead to your content being shared which in turn grows your business.
Whether you decide to build your personal brand or a company name there are a few things to consider first before you start blogging:
The next phase after building content is to attract thought leaders in your industry. This will come naturally if you provide both the quality and uniqueness of what you have to offer. This process also helps to build relationships with other high-level blogs. Additionally, with good content, your blog could become syndicated like this blog has at Business 2 Community-Yahoo and Entrepreneur.com and increase your visibility many fold.
It goes without saying that a self-hosted WordPress website is the best choice when building a blog — there are thousands of free and paid templates to choose from. A unique domain name will also help you become more easily recognized by your community.
A prominent opt-in box will also help you capture new subscribers who can be nurtured with tips, videos, special invitations exclusive to them, ect.
As you publish quality content frequently you’ll be able to see more activity on your social networks — be sure to include sharing buttons and let your visitors know right away where they can find your business online.
A blog is a powerful marketing tool that helps establish a recognizable name and opens the doors to connect with other leaders in your niche. For the most part your content should be focused on your target market with a mix of videos, slideshows, and infographics to keep your audience interested and engaged.
Susan Gilbert uses her laser focus knowledge to coach and provide online marketing and social sharing programs for authors, speaker, experts and small businesses. She is the author and publisher of books including “The Land of I Can.” Susan combines online marketing with strategic thinking to create successful programs. Working most often with authors and entrepreneurs, she understands promotion at a personal level as a regularly quoted resource in USA Today, Entrepreneur, Inc. Magazine and many more. Follow her Digital Marketing Tips at her blog: www.SusanGilbert.com [Originally published on Susan Gilbert’s blog]