BUSINESS BLOGGING TIPS
Building Relationships for Successful Blogging
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Remember, your network is your net worth.
Too often, business owners get caught up in the end goal of selling their product or service, and they wind up overlooking the power of human connection. If you’re looking to be the type of business that sustains regardless if the economy is going up or down, then you’ll need to create brand loyalty. This way, your customers will not leave you for the next guy as soon as a price drops.
Be yourself when creating your content, let people get a feel for the real you. According to Matt Petronzio, a writer for Mashable, “the average American adult spends 11 hours per day with electronic media.” Nobody is interested in a hard sale anymore. They want to be associated with something they believe in. If you’re spending the time to blog and put out content so that you can attract customers, try attracting them the same way you would someone in your personal life. Implement the social skills you’ve established throughout your life into your content, and make your customers your friends. So, what are some of the things you do when you’re trying to build a relationship in your personal life? You might offer help, listen to their problems and/or concerns, open up to them and ask them questions. Simple enough? Great! Do those things through your content and create lifelong digital friends that visit your shopping card time and time again.
It may sound cliché, but you know it’s true: when it comes to relationships, you’ve got nothing if you don’t have trust. Editorial content is a great way to build that trust. A recent Nielson study shows that almost 7 in 10 consumers say they trust editorial content, as reported by Marketing Charts. Once you’ve established consistent engagement, people will naturally start to trust you.
Another great way to establish trust is to piggyback it. As stated by Charlie Hoehn, “Piggybacking trust is just a smarter way to promote yourself.” Depending on the amount of content you’re putting out, it may take some time before your audience fully trusts you. For this reason, collaborating with other influencers in your industry will definitely speed up that process.
Make Allies With the Competition
When it comes to targeting the same demographic that other businesses in your industry are targeting, your first reaction is probably to go after the competition. Instead, consider collaborating with them. Your competition might have the same target audience in mind, but their resources and connections will be different. By collaborating on a rich piece of content that both their audience and yours will appreciate, you’re casting a wider net of potential clients.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.