If publishing content for your brand’s blog is merely seen as another checkbox on your weekly to-do list, and not as one of the most critical mediums for engaging with your fanbase then, well, we have a lot to talk about.
For some, the problem may be that they don’t have the resources available to create new content. For others, they just don’t see the opportunity they’re missing. To generalize a tad, there are 2 types of brands out there: those who simply dump existing/generic content onto their blog just so it doesn’t look empty in case someone accidentally stumbles onto it, and those who make every effort to create timely, targeted, and engaging content that their fans will use, and hopefully, seek out directly. Don’t be sad, if you fall into the first category, you’re not alone and help is here.
Engage Your Audience in an Ongoing Conversation
Now. Why is the content you put on your blog so important? Look at it this way, your website is like a billboard or catalog – you put static information on it that consumers will see, absorb, hopefully retain, and move on. If you have an online store, they might make a purchase, but for the most part, it’s one-way traffic. Make no mistake, your brand’s website is EXTREMELY important, but your blog is your chance to engage your audience in an ongoing conversation, in real-time if you’re quick enough, to better understand what they want/need, and to make sure they’re coming to YOU to get it.
We’re no different. Potential brands can look at our website to see who we are, find out what we do, and see some of the work we’ve done, but to find out what TRULY makes us tick, they need only look to our blog. We’ve done our best to fill it with postings that show how we think, how we operate, and how we can help your brand stand out.
Give Your Customers Useful, Timely, Targeted Content
Your content should always seek to fulfill a need that your customers have.
Why? Because, when your potential customers need something, they’re going to Google it. They’ve done it like 9 times since you started reading this blog. Now the question becomes, “Did they find what they needed, and did your brand give it to them?”
In today’s world, brand loyalty still exists, but only so long as your brand is providing the goods. The best way to ensure that your current and future customers are finding you online is to create content that is:
- Useful – Will the content impact the reader’s behavior in a positive way?
- Timely – Tie your content to new industry trends. This will help establish your brand as a market leader, the ones on the cutting edge. Don’t get left behind!
- Targeted – Give them what they’re looking for, or they’ll find it somewhere else. Optimizing your blog for SEO/keyword searches will make sure your brand ranks highly in organic searches.
Of course, there’s no singular formula that applies to every brand. Every brand is different. But therein lies your solution! Be yourself and do what you do best. If you’re a restaurant or food manufacturer, create content that shows your readers how to live a healthy lifestyle, one that incorporates your products. If you provide financial consulting, write a blog that explains (in English), the small steps readers can take to save up for that new car or first home. Your content doesn’t need to be groundbreaking; it just needs to be of value to the reader. Something they will take with them when they close their browser.
Once you have the formula down, creating content that your readers will actually use is a walk in the park. Give it some time, and enough well-executed blog posts, and consumers will see your brand as a source of valuable, trustworthy information.
