If you’re a business owner looking for ways to showcase your business online at an affordable cost, then blogging might be right for you. In my guest blog post on 910 West, I discuss 8 Tips for Business Blogging Basics including ways to generate blog post ideas, creating value for clients and prospects, and how to re-purpose blog content to make the most of your effort.
It is becoming more and more clear that my clients and I need to have a plan bigger than “I will blog about your business for you.” We need an editorial calendar of topics and sources from which I can work. That way they know what I am writing. I know it’s approved by them. And it saves time for both of us.
Why You Need a Blog Editorial Calendar
- Mapping your blog. Whether you have a ghostblogger likeme writing for you or you’re writing your own posts, an editorial calendar provides a roadmap of topics on which you’re writing.
You’ve written a blog post. Now what? It’s sitting on your blog waiting for people to find it but no one is finding it. Why? You’re going to think this sounds weird but people want to be told what to do.
No one wants to be told what to do….or do they?
When it comes to content marketing, people want to be told what to do. They want to be told where to find the information they need. They want to know who the best bloggers are and when they post new content.
How do you share your blog posts?
- Share on multiple social media sites multiple times over multiple days. Change the message – take a sentence from the post that will catch readers’ attention, ask a question, make a statement about the blog topic – then add a link to the post.
When I started my business in 2010, social media was relatively new for business marketing. We thought we knew what we were doing; by today’s standards we were just throwing spaghetti at the wall to see what stuck. There wasn’t a plan except to have a social media presence.
Today businesses need to have a clearly defined target market, marketing plan, and social media strategy. Without these, you’re still throwing spaghetti at the wall.
As I grow my social media consulting services, I have observed:
Event marketing is an art form. To effectively promote an event, whether an in-person or online event, takes creativity and planning. If you’re not willing to invest time and resources, you won’t see the payoff in leads generation, increased brand awareness, or other ways that you’re measuring event success.
Begin by having a clear vision of the purpose of the event. Identify your audience so you can market specifically to them. Hosting a business expo isn’t as specific as hosting a small business expo targeting local small business owners seeking to grow their business through marketing. In the former, you could have a variety of speaker topics and vendor industries. In the latter, the expo has a specific target for speaker topics and vendor industries. You’re attracting a specific audience to your event.
Readers want to connect with you as if you’re a friend sitting on a couch sharing stories and cups of tea or glasses of wine. How do we accomplish this? We offer the following blog post ideas:
Make your blog post relevant.
Your readers want you to answer their questions.
Do you write blog posts and never publish them?
Are you writing a post for hours or over the course of days?
It’s time to stop overthinking your blog post.
Have something to say and say it.
Keep it pithy – short, concise, and to the point.
Carry a notebook with you at all times.
How to begin content creation begins with making a commitment to creating content and then following through. It’s not for the faint of heart, that’s for sure. Next you need to identify your target market and why you want to create content. Without these two pieces, you won’t build content that is focused on your goals.
Identify Your Target Market
If you don’t know who you’re talking to or want to be talking to, then how do you know what to say? You don’t. You have to identify your target market so you know who you are reaching or who you want to reach so you can build a content strategy that speaks to them.
Know Why You’re Creating Content
Knowing why you’re creating content will keep you focused on the goal. In Ken Blanchard’s book One Minute Manager, he writes about goals being like bowling pins. If you don’t have the pins to knock down, then how do you know when to celebrate? You could be rolling bowling balls all day and not know if you’ve hit your target. The same is true for content.
Here are some common reasons to create content:
Creating content takes time and energy….and lots of it. All too often I hear business owners say they don’t have time or resources to write on their blog or post to social media. When I ask why, they say they just don’t see the value. Many say they get clients through referrals and they don’t need to be found online.
Creating content is essential to your business being found online, and ahead of your competition in search engine results.
What happens when the referral pipeline runs dry?
Building a business based solely on referrals means relying on others to send you leads. While that is good, and is how I built my business, there comes a time when we have to generate our own leads.
For me, generating my own leads means creating content for my blog while also ghostwriting for client blogs. It keeps the business moving forward while creating opportunities for attracting my target market. [Let’s be honest, by “moving forward” I mean ongoing client work and income.]
What is the value of creating content?