Just because Google wants you to add content to your website, doesn’t mean you should hit publish after every phrase you write. People want better content. They want content that helps them in a meaningful way or makes them feel something intense or creates a better life for them or their family.
When we’re writing for the sake of writing, no one cares.
- Lots of content is a recycled and less effective version of what’s already available.
- The content is being created for the sake of SEO and nothing else.
- You aren’t solving a problem for your readers.
When we’re writing for the sake of telling a story, solving a problem, or sharing how our business helps people, we are creating content that matters. We’re creating content people want to read and that sets us apart from the loads of crap that is available. [Tweet “Lots of content is a recycled and less effective version of what’s already available. #NoOneCares”]
Who is your target audience?
A key to writing content that people want to read is to identify your target audience.
As I began my journey as a freelance writer, I went out to the community and began networking with other women in business. We went around the room saying our name, the name of our business, and described a good lead. The idea was that we could refer clients to each other as we were networking in various circles.
HINT: Everyone is NOT your target audience.
The woman who represented a large cosmetics company stood up, gave her name and business, and said, “A good lead for me this week is anyone with skin.”
Even as a newbie to networking I knew this was bad. It was too broad.
A better response would have been, “Women ages 35 to 55 who are seeking solutions to aging.”
Take time to figure out your target audience, not just for blogging purposes but for an overall marketing strategy. You can’t market to people you don’t know.
It’s okay if the target audience changes over time as it most likely will.
What pain point(s) does your business solve for clients?
Now that you know your target audience, you can create better content. Answer questions your clients are asking you. Tell your audience how you help them solve a problem.
Not enough time to blog? Great. Hire me. I am a professional blogger.
Know you need content on your website but aren’t sure what to write? Call me. I can help.
You might need to step outside your business to see the problem that you solve.
When my accountant asked me what problem he solved, I said he took the weight of tax preparation and planning off my shoulders. I guess that makes him a weight loss coach!
What problem does your business solve for your clients? Answer that in each blog post or piece of content that you create. You will soon become a valuable asset to your clients and they will refer you as a trusted source.
It isn’t enough to just be creating content. We have to be sharing it.
Often I meet with a prospective client who wonders what we will do with blog posts once we create them. It’s a great question that I love to answer! In fact, I am working on a book on the exact subject. The short answer is that we never want to let a blog post just sit on a website. It needs to be shared.
In my blog post You’ve Written a Blog Post Now What, I address the importance of sharing content on social media and in a newsletter. While these are both effective ways to share content, I’d add that sharing content goes beyond sharing on your own social media accounts.
Join groups where your target market is spending time and engage other members of the group. Ask and answer questions. Make yourself a valued member of the group. When appropriate, share content from your blog, a link to your website services, and links to your social media accounts. The best groups I’ve found have been on Facebook and LinkedIn.
As you’re developing content ideas, I encourage you to stop writing crap and start creating content people care about and that is different than other content we’re seeing.
Share your awesome content with me on Twitter @freemcauley!
If you’re overwhelmed at the prospect of blogging for business, I’d love to chat with you about creating content that speaks to your target audience. Call me at 480-206-6452 or connect with me on LinkedIn.