If you want your blog to work for your business, then you need to have a strategy for publishing content. Too many businesses create a blog without a clear idea in mind about what the purpose is, and that sort of haphazard approach can be really damaging to your business (plus it’s a waste of the time you spend writing your content).
You need to think of blogging as one of your biggest marketing assets for your business. It is a marketing tool that, when done well, can bring you sales. However, in order to use your blog to make sales and grow your business, it’s important that you understand what your big objective is for each blog post. I’ll give you a clue: there are two options. And that’s the subject of this blog post. I’m going to tell you about why you should craft every blog post by deciding on one of two key objectives.
Blogging and the content sales funnel
I mentioned in the introduction that a blog post can bring you sales. So let’s break that down a little bit, because it’s unlikely that a stranger will happen upon your blog post for the first time and suddenly decide to buy from you (they might, but it’s rare). What is more likely is that your blog post will be a tool that pushes your potential customer through a sales funnel. Kind of like this:
So at what stage in the process will your blog post be aimed at? Well, the standard answer is that a blog post is there to generate new traffic to your website. But I actually disagree with this. I think that a good quality blog post is so much more than this. A good blog post will strengthen your brand, give you authority and build trust with your audience. And those types of benefits come much further down the sales funnel than simply generating new traffic.
This gives bloggers a dilemma. Who are you writing your blog post for? Who is your audience? Because a blog post aimed at generating new traffic will have a very different feel to it than one that’s written for a loyal audience of subscribers. This is the big mistake that a lot of bloggers make when they are writing their post. They try to aim at both audiences, and fail at both.
Traffic Vs Trust
What’s the alternative? Here’s an idea: instead of trying to create a blog post to please everybody, decide up front one of two key objectives for your post. Your post should either:
a) Build traffic, and be part of your strategic for bringing in a new audience
b) Build trust, and be part of your strategy for nurturing and building a relationship with your existing audience.
Both are important, so it’s worthwhile creating a blogging strategy where you alternative between the two week after week. Or, if you plan to spend the next month simply growing your audience, then make sure objective A is the one that is at the core of your blog post.
In a future post, I’m going to talk more about what types of content you want to include depending on whether you decide on strategy A or B. So keep an eye out for that, and make sure you’re on my mailing list so I can notify you when it’s published.