“Blogging sounds like an awesome addition to our marketing strategy, but you don’t understand – we don’t have anything interesting to blog about,” a client stated.
“Sure you do – you just haven’t realized it yet!” I replied, brainstorming half a dozen millennial-approved blog pitches on the fly.
Blogging isn’t a hard sell for today’s competitive organizations. The stats typically speak for themselves. I mean, it’s hard to dismiss the fact that companies who blog receive 97% more links to their website (increased web traffic = cha-ching!).
In 3 Reasons Every Organization Should Blog, we established that blogging means big business. By positioning your organization as an industry expert, driving traffic to your website, and providing unique value to potential consumers, blogging provides today’s companies a unique way to connect with their target market.
All great stuff.
But like my client expressed (above) what about the content?
“What’s interesting enough to blog about?” is a question I routinely hear from organizational clients involved in industries from agriculture to technology.
So today, I’m going to share a quick reference guide I tap into when blogging about the (seemingly) boring-est of entities. Blogging mean business, and succumbing to the blog-induced brain locks are not conducive to rockin’ out this digital space.
Let’s get started:
Start With Goals
Before we can launch a top visited blog, it’s important to put together a list of blogging goals – the whys and wherefores driving your desire to blog.
Here’s a sample list:
The “why” we’re blogging always precedes the “what” we’re blogging about. Hammer out your goals before you hit the brainstorm board.
Think Target Market
We’re not writing for ourselves – we’re writing for a well-defined audience.
Regardless of whether your blogging about organic baby food or semi-trailer parts, your blog's target market is always a great place to start:
If you’re hitting a wall, research favorite brands (doesn’t have to be direct competitors) of this demo and start making a list of what they’re blogging on. See what’s resonated well with their audiences and identify any topic parallels that may be of interest to yours. As I tell my college students, “A little competitive analysis never hurt nobody.”
Yes – I keep a go-to, one size fits all blog topic cheat sheet that has yet to let me down in over ten years of content creation.
Are you ready for this?
Creating great content is essential for blogging success, but don’t fret – you can do this!
Every organization – no matter how dull or blah or drowning-in-excel-sheets boring – has something interesting to blog about. Utilize the three strategies above to help generate must-read blog content and reap the many benefits of connecting with others in the digital space.
About the Author:
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.