Running a blog, either as an independent blog or one affiliated with a website, is a great way to connect with your customers and show off your personal and human side. Blogs allow you to interact with your customers, learn their concerns and questions, and teach them things that will help them use your products, make informed purchasing decisions or avoid certain pitfalls. It’s important to blog about the right type of content to ensure you are reaching a wide audience that will be engaged and will listen to what you have to say. Below are the top 5 types of content that are most effective for blog posts.
Educational type posts should make up at least 50% of your overall posts. They are very important for content marketing because with educational posts you can inform your readers about changes in the industry, answer their questions, provide how-to guides and more.
Thinking of a topic for an educational post is easy. Simply think of all the questions you commonly receive and write a post that answers one of those common questions. You want to make your reader’s life easier and help them naturally by providing them with useful and accurate information.
Thought leadership is the process of differentiating yourself from your competition by explaining how and why you do certain things. The purpose of making these types of posts is to position yourself as an authority figure in your industry or niche and to build trust with your readers.
It helps if you have a good depth of knowledge and experience in your industry or niche. You should only write on these topics sparingly, perhaps twice per month. Too much and you could come off as arrogant or as a know-it-all, two qualities that can hurt your blogging reputation.
So much of what your readers see is promotional, educational or inspirational material; this can cause some readers to forget that the writer at the other end is actually a human with human thoughts, feelings and a personality. Creating humanizing content is important to allow your readers to connect with you. This builds trust between your audience and your brand, website or business.
Popular ideas include posting photos of yourself or your employees, create videos that introduce staff members, tell a personal story that shaped who you are today, or encourage your audience to join your staff in a day of fun events.
While it’s true that promotional material should only take up a small portion of your blog, it’s still important to include some type of promotional material into your posts because you are trying to sell a product or service after all. Instead of direct promotional material you can be more ambiguous by writing content that tells your readers what to look for in certain services, how to go about purchasing your product, and useful information regarding your product or service.
One of the best ways to sell your product or service is to prove to your audience that it serves a useful purpose and that people have had good results with it. One of the best ways to accomplish this is by conducting case studies and pointing out examples of when people benefited from your product or service. Real consumer testimonials also work, but be wary of using them as they are often discredited because of the vast number of fake or exaggerated testimonials floating around.
Comparing the services of a different company with your services, and how yours are superior is another way to entice people to make a purchase.