One of the biggest obstacles for small business owners who want to start blogging is knowing what to write about.
Often, the blog page is treated as an archive for press releases, but it can be so much more than that. It can become the go-to resource for prospective customers who are searching for information in your niche.
In order for that to happen, you need to adopt a new mindset. Your instinct may be to keep your expertise behind closed doors – after all, that’s your company’s “secret sauce”, right? You don’t want your competitors getting hold of it!
But we’re in the information era, where consumers are empowered with knowledge. Every purchase is a considered one. So if your company appears to be keeping secrets from your customers, that will only incite suspicion. Even worse, they may get the information they’re looking for from one of your competitors. And who will they buy from? That’s right, the company they trust the most.
This is the power of blogging – it’s a trust-building tool. So let’s look at some ideas for what to write about on your business blog.
Answer customer questions
This should be the primary focus of your business blog – answering frequently asked questions. You might be so used to answering these in your day-to-day customer interactions that you don’t even notice them anymore, but it’s time to start paying attention!
What do customers ask you prior to committing to the purchase and handing over their credit card?
The key here is to put yourself in their shoes; what might they be wondering about your industry, product or service? If you were them, what would you be Googling?
Let’s take the example of package holidays and think of some questions you could answer through your blog posts:
- How much does it cost to visit the Eiffel Tower
- What is the difference between full board and all-inclusive
- Which is the best airline to fly to Spain
- How to pack more stuff in your suitcase
- Best sights to visit in Berlin
These are all topics that could be the basis for a blog post – or at least part of one. Now, apply the same thought process to your own niche!
Give your perspective on hot topics
You can also use your blog to demonstrate your credibility by writing about topical subjects and issues that are relevant to your area of expertise. By delivering the latest news in your niche to your customers, in your own words, you’ll begin to be seen as an authority; a leader in your market.
Take out the industry jargon, put it into layman’s terms and explain to your customers why this information should matter to them. Even better, add your own insights from your personal experiences to enhance the content and build further trust with your audience.
- Related content: 18 Reasons NOT To Blog For Your Business
Tell them how to do it themselves
This one might go against the grain a little – teach people how they can do it themselves! “Why would I want to do that?”, I hear you ask.
Most people will try and avoid spending money until they understand what the trade-offs are. By teaching people how to solve a problem themselves (the problem for which your product or service is the solution), you show that you are an expert in your field.
You give them enough knowledge to know what the process entails, so they have a better understanding of the value of your product or service. And you demonstrate that you are a transparent and authentic company to work with.
Whilst many people will take the information and be happy with the DIY solution, a certain proportion will realise that they don’t have time, or can’t achieve the quality they are looking for. These are the people who will come back and buy from you, because you provided the content that enabled them to work that out for themselves.
So I implore you to give away your trade secrets, show them “how-to”, and invite them behind the scenes.
This article was originally published at https://www.contentboost.co.uk/blog/what-to-blog/
Yva helps B2B service companies to use their blog to get more customers. She is the Founder and Director of Content Boost, who specialise in content strategy, coaching and blog management.