You’re writing regular blogs…one to three per week.
Why? What’s your motivation?
If you’re doing it to gain the attention of Google with fresh content, or to keep your website visitors coming back, then you’re making some pretty good decisions.
But there’s something else.
We talk a lot here at How to Build a Brand about getting the most out of each piece of content you create. We talk about sharing it, repurposing it and reposting it.
Did you know that you can also use those blog posts as part of your marketing strategy, to sell your brand?
Intrigued? Good. Let’s get on with it.
Beef up your Marketing Strategy with Blogging
Maintaining a blog is a lot of work, and I want you to get the most out of every post. So, without further ado, let’s talk about how you can make each post work for your marketing strategy (and therefore your bottom line):
- When writing, speak to your younger self, and your fears, pain and misgivings of that time. Most likely, your ideal customers are in the same place and experiencing the same pain you did before you got this all figured out. Something we all learnt in Marketing 101 is that we need to name the pain and “rub salt in the wound.” Now, without getting too salesy, do that in every blog post. Speak to a concern your target audience has. Name the pain and offer a solution by sharing your intellectual property with thought leadership.
- Choose a copywriter/ghostwriter who “gets it.” You are a unique person, with a unique voice and unique brand. If you don’t have the time or the desire to write your own blog posts, you can hire a ghostwriter or copywriter. However, I have a few cautionary statements to make. Hiring a writer who defaults to writing in his or her own voice, departing from your branded language, will do more harm than good. You have two options here, and both require some research and time investment. You can 1) Find a writer whose natural voice matches yours or 2) Find a writer with a talent for manipulating their writing voice to mimic yours. You may get a few flops along the way, but learn from each mismatch and don’t give up until you find the perfect writer for your blog and your brand.
- Repurpose every blog post. We touched on this earlier, but it’s worth repeating. No blog post should die on its webpage. Instead, it should be reused to build and market your brand. You can distribute it in your email campaign sequence, share it on social media pages, turn it into a downloadable guide, link to it from other articles, package it with others to create an eBook or welcome package for new followers, convert it to spoken text (as a basis for a webinar or podcast), reuse it as a LinkedIn post, adapt it into a script to create video, and more.
- Use each blog post to build your personal brand. People want to know YOU. Knowing your business isn’t enough. One great way to disclose information about you is to get personal in blog posts. Share your story. Demonstrate your values. Reveal tidbits about your personal life. Let your personality shine through your writing. This will endear your ideal customers to you…and therefore to your brand.
- Always include calls-to-action. Yes, I did mention that blog posts should not be “salesy” in nature; however, each one should work to obtain the sale. This can be accomplished with a specific call-to-action at the end of every blog post. Tell your readers exactly what you want them to do next. This could be clicking on a link (that leads to a landing page), clicking to go to a supporting blog post, enrolling in a seminar, signing up for your newsletter, clicking to contact you, joining an online community, purchasing a product, or anything that feels relevant to the content of the blog post. Mix this up when possible, making each call-to-action a unique, specific and direct request.
Are you beginning to view your blogging duty in a different light? Good. Starting with the next blog post you write, I want you to see the big picture and let that light shine in every line. As you share your expertise, think about the possibilities for the content…a new life beyond the one you’re creating.
Commit to never letting a blog post die on that webpage again. Each one will be put to work in your marketing strategy, for greater credibility, enhanced visibility and increased profits.
There you have it: one more way to add to your marketing strategy. Are you hoping for more ways to put your brand in front of the people who need it most? Then click here for access to the B.R.A.N.D. Kick Starter Online Brand Building Masterclass, a series you can complete at your own pace that will give you the tools you need to create a killer marketing strategy.