The epicenter of any marketing plan worth its weight in gold is a blog with a good message. A blog that will help showcase just how much you know and solidify your reputation as a subject matter expert in your industry.
A blog you can monetize. A blog that converts to dollars.
But what if you’re like most new business owners, marketers, or bloggers and have absolutely NO CLUE what to blog about? Well, not that this helps much, but in all honesty, you wouldn’t be alone.
The first question I am asked when I discuss the need for blogging in any new client meeting is “Well, what are we even supposed to be writing about?!”
I promise, it’s not as difficult as you might think.
The key to figuring out what to blog about for your business lies in what your specialties are – what you’re really and truly good at – and who you are trying to target. It’s important to know your audience and understand how they want to be spoken to. It’s just as important to avoid telling people what you think they want to hear, and instead focus on being authentic and true to your profession. There’s a fine line between catering your content to audience and spoon-feeding them a lie.
Again, the point of your blog is to allow your readers to begin to see you as THE authority of your industry. Once your readers make this connection, they will learn to trust you. That’s where the decision to hire you comes in.
In a nutshell, here is EXACTLY what you should be blogging about for your business:
1. What are you known for, or what do you want to be known for?
Are you a dermatologist who specializes in laser skincare treatments? Focus on the ones you perform most and the ones that patients keep coming in for, calling about, and asking for information on. Start by communicating on a level that your ideal patient will identify with, rather than trying to convince them of something they’re unsure about.
2. Do your dirty work.
A little internet stalking never hurts anyone when it comes to blogging – and the same goes for you. I call it research and it’s one of my greatest weapons. For so long I chose to ignore my competitors so that I could keep moving forward without feeling sidetracked, only this left me with no idea of what my competitors were doing and what I was up against. Take a good long scroll through Google and learn from what your closest competitors are doing. What are they saying? How are they saying it? Are people responding? These are all helpful ways to determine what you should be blogging about.
3. Do not use your dirty work to copy anyone else.
I said LEARN from your competitors – don’t copy them. This will do you no favors as the public is much smarter than we give them credit for, and nobody likes a copycat.
4. Don’t be afraid to repeat yourself.
If your one and only specialty is laser hair removal, break that topic down into lots of teeny, tiny, palatable chunks that you can write about in lots of different ways. Do not be afraid to repeat your topics, so long as the content changes. Consistency and repetition do wonders for your SEO, so this is actually a favorite strategy of mine. Write down your favorite topic relating to your business or practice and see how many different ways you can break it down. For example:
Top 3 Things to Know About Laser Hair Removal
– What Does Hair Removal Actually Feel Like?
– Which Areas of My Body Can I Try Laser Hair Removal On?
– How Does Laser Hair Removal Actually Work?
Do you see where I’m going with this?!?
Everyone loves list-style blog topics. This is an actual fact. Think of how many times you’ve clicked on an internet article titled with something like “Top 5 Things…” and just scrolled down to the list. I do it all the time too. Break your blog topics down into list-style articles and they’ll have a better chance of impacting your audience moreso than a few heavy paragraphs of research.
6. Be Authentic in Your Writing
Again, the public is smart and they can smell a fake. Even if the topic is trending, the procedure is popular, or you know the topic will get reads – do not blog about something you don’t believe in. Trust me.
For more information on how to market your own business, drop me a line today!