“You need to blog.”
How many times have you heard that line? It’s something I tell clients all the time. And WordPress has certainly democratized the process. Let’s face it, anyone who wants to blog already does it. So my job is to convince people who should be blogging to actually start. Here are the three questions I get most often along with some answers.
Why do I need to blog?
This is the big one. And I’ll keep it simple. Blogging helps you in search results because Google loves fresh content. When you blog you add valuable content to your site that can show up in search results – months and years after you’ve created it.
Secondly it gives you a lot of added credibility to potential clients as it clearly demonstrates that you know what you’re talking about.
What should I blog about?
Develop a strategy based around the audience you need to reach. It’s that simple. Start by creating a couple of personas. In case you didn’t know, personas are profiles of your ideal clients. This exercise will help you identify their interests. The trick is to then connect those interests to what it is you want to communicate.
If you want to reach managers and executives, and you happen to be a sales speaker, trainer or consultant then you have to create blog content that your ideal client will want to read. More importantly how will it move them to connect with you as a potential business partner?
How often should I blog?
Ideally you should try and blog something out every day. But let’s face it, you’re busy. And coming up with something new and interesting to write about is hard. Some professional speakers fall into a trap whereby they start putting out all sorts of crap just so they can say they are blogging 3 times a week.
It’s better to create a single amazing piece of content each week that will get shared to LinkedIn, Facebook and Twitter, than three space fillers that your ideal clients don’t care about. They aren’t going to sort through a lot of bland posts just to find the rare nugget of gold.