When done right, a business blog can market your company, attract new customers and position you as an industry leader. Unfortunately, many businesses start blogging without any clear idea of what to write about or how it will market their company. As a result, business blogging often takes up time and energy without producing any benefit.
If you have a business blog that isn’t pulling its weight, follow these seven tips to create a marketing tool that promotes your business and builds relationships with customers and colleagues. You would never run a magazine ad or a TV commercial without knowing what type of person will see it. Similarly, you should never write a blog post without knowing who your intended readers are.
These readers should be your target customers – the people most likely to be searching for and interested in learning about your business. If you don’t yet have a defined audience, take the time to create a reader profile based on what you know of your ideal customers. In this profile, include:
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Who your readers are
What they care about
Their related interests
Questions they are likely to ask
Problems your business can help them solve
Knowing this will help you choose topics to write about and create a blog that your customers will care about.