You made a good choice. Blogs position you as an expert and help you build trusting relationships with your prospects and customers. What you write helps them get to know you better, and through their comments and your site analytics, you come to know them better too.
Your blog will pay off. People always prefer to work with those they know and trust. So, when they’re ready to get down to business, they’ll call you.
But, how to start? Here are a few tips to help you develop your blog.
Choose your blog domain name carefully. Be sure to buy the URLs so that if you ever want to change platforms, you can easily do so without losing traffic.
Keep the design clean, simple and easy to navigate. We use WordPress, but there are other easy-to-use blog platforms as well. Remember it’s more about what you write. Well, what would you expect a director of content to say?
Content. Speaking of content, your blog should be reflective of your principals and personality. Also, keep social media etiquette in mind when blogging. You must understand the importance of transparency and motive. Don’t always be selling. Often times adding value by giving advice is better. You might even want to develop a style outline for your blog. This will provide clear direction for the tone and objectives of what you write. Keep a running list of blog post ideas and check your blog metrics so you can see what posts generate the most traffic. And remember to write using key words so that your posts can be easily found by your audience.
Set a goal for the number of posts to write per week or month. We’re all more likely to stick to a schedule if we set one — plus there’s the added bonus of posting fresh content. Most of your blog posts should contain original content, but others can highlight information, resources or research that you know your audience likes or appreciates.
Repurpose your blog content. Think how simple life will be when an editor calls asking for you to contribute a column or opinion piece for publication. Not an issue, grab an appropriate blog post from the past and you’re ready to roll. Don’t worry about running your blog posts in other places — email newsletters, in your ezine, on Twitter or on your Facebook page, as the basis of news releases, or in print in a professional organization’s publication – they’re your messages and you’ll want to get plenty of use from them.
Jackie Costa, the director of content marketing at Clear Verve, works with clients to create and distribute smarter, better marketing communications materials. Listen for her on Twitter @JackieMCosta.