It is no longer a question of "to blog or not to blog" but rather what, where, when and how often. We have been doing a weekly blog for over 4 years now and one of the most common questions I get when doing any form of marketing training is around what to write and how often.
Encouragement shouts out "You know more than you think you do! You have more to share than you dare allow yourself to believe! You can bring a unique perspective to people who want to hear from you!"
A few keys points:
-Write to a specific someone - your ideal client - the person you are best set up to serve.
-Get inside their head and look for all the gaps that you are most qualified to fill.
- Think about where they look to find information that you can bring them.
- Consider all the things that they 'don't know that they don't know' and that would make a positive difference to their life if they did know!
- List all the problems you can help them solve, all the benefits you bring, all the nuances of your industry that you take for granted.
These are great starting points (You can of course ask people what they want you to share - we did this for a weekly Learning BITES video clips and got over 3 months worth of suggestions and requests!)
As with everything in business, the key lies in adding value.
Value needs to be seen from the customer's/readers/audience perspective. While you might be writing about something that you are knowledgeable and passionate about, it is always important to remember but you are not writing for you but for an audience.
Add something to their day. Make the investment of their time and attention in reading your blog worth their while. This means giving serious thought to what it might be that they are looking for. Always aim to leave people grateful they made the time to read your article.
Look to add something that they are lacking, something they need to learn, look to challenge a perspective, offer a different opinion, offering insight that shows them things in a different light and gets them to thinking differently. Be the expert - leverage your knowledge.
Unique content is obviously best. Avoid just regurgitating, re-framing and rewording stuff that's already out there, as you will fade into one of many rather than being a reference point worth coming back to that is ultimately going to make a difference to 'me the reader.'
Emotive, exciting, entertaining, educational - whichever way you look at it you need to ensure that what you write has something that people can connect with and that stirs emotions. If I am not moved in thought and heart I will not be moved into action!
When we share with people we give them a piece of us, and like good company we want to do it so well that people enjoy it and come back for more!