Most company blogs? Entirely forgettable. They talk about themselves instead of what their audience cares about. This four-part series will show you how to avoid that, and instead, teach you how to plan, write, and publish blogs that people actually want to read.
Let’s start with the basic foundation:
Step 1 — Creating Unique Blog Content
Why are most blogs just plain boring? It’s not because the author isn’t smart or because the business isn’t interesting. No, it’s because too many blogs read like a company brochure.
”Here’s what we do!”
“Here’s why we’re great!”
Bottom line? Nobody cares. At least, not at first.
Here’s a rule of thumb you should sear into your marketing brain: most of your blog content should NOT be about you or your company. It should be about YOUR AUDIENCE. If you want people to read your blog, you need to write about their world, not yours.
Think about it. If you are a business leader, you’re juggling a dozen different priorities on any given day. You’re focused on finding great talent.
Or productivity.
Or staff retention.
Or improving company culture.
So what would happen if you’re checking your email and you see a blog with this title:
”Five Hiring Mistakes That Are Costing You Your Best People.”
Or:
”What’s Really Driving Employee Turnover Right Now (and How to Stop It).”
Would you click? Of course you would. Why? Because it speaks directly to your problem(s). Friends, that’s the magic.
The best blogs are not self-serving sales pitches. When you consistently write about the questions and problems your clients are dealing with, they start to trust you. You quickly become the go-to resource. They stop seeing you as just a vendor and start seeing you as a partner with unique expertise.
So, if you’re serious about creating a blog that actually works, start with your audience.
With their questions.
With their pain points.
Stop making it all about you.
Next up in this series?