Welcome to Marketing Monday, where I explain why content is king and how to implement it as part of your marketing strategy.
When I tell small business owners that, as a content marketer, I write primarily blog posts for my clients, most of them have some excuse for not having their own blog. Either they don’t want to spend the time updating it and/or they just don’t know what to write about.
I’ll admit, I’ve used both those excuses for not starting my own content marketing blog. Then I realized that was silly because a significant part of my job involves pitching blog post topics to my clients for approval before I actually write the posts. How can I do it for them but claim I can’t do it for myself?
I had a lawyer tell me they couldn’t blog because of client confidentiality issues. But client confidentiality has nothing to do with it. You won’t see me discussing any details of my clients on this blog and I rarely, if ever, know the names of any of their clients when I write their blog posts (I also write blog posts for several law firms and I have never written about their clients). So here are some things you can blog about without getting sued:
People talk a lot about the “fast-changing industry” of technology, fashion, healthcare, etc. The fact is that every aspect of our world is constantly changing and evolving and we all have to keep up. So blog about it. Was there a major lawsuit that could change the face of your industry? Revolutionary technology that changes how you do everything at work? Write about it. Don’t just tell people what happened, put your spin on it. Is it really the end of the world as we know it? Why or why not?
All year long we have things to celebrate everything we can possibly think of, from Women’s History Month to National Potato Chip Day. No matter what you do for a living, I guarantee there’s a day (or a week, or even a month) to celebrate it or some aspect of what you do all day. Write about that. Let people know it’s National Coffee Day and write a post about the history of coffee to celebrate.
Finding your niche is great, but you don’t have to limit yourself to those boundaries, at least not when it comes to your blog. In fact, you can use your blog to differentiate yourself from your competitors. For example, if you make corn chips, how do they compare to potato chips? Are they more or less healthy? How does the history and evolution of the corn chip compare to those of the potato chip? How is corn different from quinoa?
A Difficult Client
Now hold on to those rotten tomatoes before you start throwing them at me for contradicting myself. I’m not saying you should write about your client directly. But you can draw from the experience to create content for your blog. What made them difficult? Were their demands unreasonable? Write a post about exactly what people can and cannot expect when working with you. Did they refuse to take your advice and blame you when things went south? Write a post about how acting on the professional advice you provide can help their business. You never have to name your client and you should avoid going into too much detail about their business so it won’t be obvious who it is you’re talking about.
Did you open your own business/start working for your current employer X years ago to the day? Write about it! Tell your readers everything you’ve learned and accomplished in that time and where you plan to go over the next year/decade/etc.
They say if you want to accomplish your goals, you have to tell people about them so they can hold you accountable. And nothing will hold you accountable like the internet. Tell people what you hope to achieve in your business. It may sound overly personal on the surface, but if you think about it, you’re really telling them about all the awesome ways you plan to help them and they’ll respond accordingly.
What do your clients ask you about most often? What questions are you sick of answering? What questions do you wish your clients would ask? Select a few common questions and put them up on your blog along with your answers. It will showcase the fact that you really know what you’re talking about and make you the go-to person for your particular topic.
Any other common blog post topics that I missed? Feel free to let me know in the comments.
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