The benefits of blogging are top-of-mind and for a good reason.
Blogging has evolved into a distinct sales channel that will…
- Increase your authoritative positioning
- Attract website traffic (SEO value)
- Increase customer engagement (pull through to other assets on your website)
- Increase top-of-funnel activity
- Convert activity in your funnel into a paying customer
- Educate your customers about your benefits versus those of your competitors
- Lastly, it’s your rooftop — so be that authority in your space
…among other things.
Your blog is the forum to communicate with your customers in your voice and is an integral component of your brand.
Despite its acknowledged value, many struggle with implementing their blog; or, more precisely, sustaining it. And it’s understandable. In the day-to-day-fighting-the-good-fight way that most entrepreneurs and business owners spend their days, taking a moment (or a couple of hours) to step back and communicate with their customers in a ‘fireside chat’ style that is informative, motivating, and compelling can be a real challenge.
There are resources to assist in the execution of a blog. Many folks make a living as a ghostwriter, and they are affordable. They will write your blogs for you. If you can’t find the time to write the content or just hate writing (and many of us do hate writing), this is a great solution. But, even if someone else is sustaining your blog, you must establish the voice and ensure it accomplishes one of its fundamental objectives – setting you apart in a competitive marketplace.
If you’re outsourcing the writing of your blog, you need to work closely with your writer to develop your blog in a way that cuts through the noise rather than adding to the noise.
Think about it this way:
Voice = Authenticity;
Authenticity = Knowledge + Relevance + Honesty; therefore
Voice = Knowledge + Relevance + Honesty (The 3 Big Words that Describe Your Blog)
We’re not suggesting that effective blogging can be viewed algebraically. We are saying that if you’re crisp with your market positioning, understand why your solution is superior and relevant to your customer. If you’re willing to talk honestly to educate your customers, your blog will naturally take on the voice of your business. Your blog will raise your authoritative positioning and become an effective brand and lead-generation marketing asset.