Join Morten Rand-Hendriksen for an in-depth discussion in this video Creating content, part of Blogging for Your Business (2013).
A common question when people launch a new blog is what do I write about? As I've alluded to throughout this course, the answer to that question is write about what you know. This is easier for a business blog than it is for a personal blogger because the business has a specific topic and targeted audience. And as you've been following along in this course, you've carved out a pretty clear path for the contributors to go down when producing content. Even so inspiration can sometimes be hard to find especially if the business you're in concerns a relatively dry topic that the general public feels is boring. Fortunately there are ways to get over the inspiration hurdle. To get you started let me share with you some seeds of inspiration. Answer question, all businesses get questions from customers both existing and perspective.
Each of these questions and their answers can become a blog post. This solves two problems in one. You get a blog post that at least one person will read. And you published a answer on the web so that the next person who has the same question will find it on your blog. Ask questions. Reach out to existing and perspective customers and ask them what they want to know more about. This is a great way to establish a list of possible future blog posts and it also gives you a great indication of what the company needs to put out more information about.
And where the current communication strategy is failing. Presented as a query about future blog content rather than a survey about the customer, you're also more likely to get responses. You can even sweeten the deal by offering to include a byline about the person asking the question and their businesses in the resulting blog post. Write tips, tricks and tutorials if your business sells a product or service that the customer will use and need training on. Publish tips, tricks and tutorials on how to use the products.
And not just how the customers will use it. Publish tutorials about how your company uses the product and technologies. The best way to do this is to ask the staffers to write tutorials about how they do things as if they were writing it to themselves for later reference. Because this often results in more detail and practical instructions. These types of tutorials are popular on the web and can be a great source of visitors. This is also a good topic to create video content especially if the turorials focus on computer software comment on news items.
If there's a hot topic on the news or in social media that relates to your company or its products or services jump on it immediately. Issue statements, opinions, perspective and facts that contribute to the conversation while at the same time subtlety pointing to the company expertise in the field. Here it's important to remember that these are not puff or marketing pieces about your company but rather actually contributions and insights to the debate. If they're valuable people will think positively about the company by association so no marketing pitch is necessary.
Quote others and contribute your own view. Quoting other blogs and online sources with proper attribution and links and then commenting on their information can be both simple and effective. You can even add facts, figures, perspective or insight to them. The originator of the content will also become aware of your presence and be encouraged to interact with your blog. You can also leave comments on the original blog post or source to show you're actively taking part in the conversation and not simply hijacking it. Creating strategies for coming up with new content is simply a matter of thinking about what you know and how you can share that with others. By using these seeds of inspiration, you should be able to produce a wealth of future blog posts and other content without getting frustrated that there's nothing to write about.
- Why blog for business?
- Defining goals for your blog
- Deciding where to host a blog
- Picking a platform
- Creating a content strategy
- Designing the blog
- Scheduling posts
- Promoting posts on Facebook, Twitter, and other social networks