Blog Topic Ideas

How to Market Your Business With Blogging and Social Media

January 25, 2014 By Linda Dessau

Mindmap of business blogging topics

On a cold January evening in Barrie, Ontario, 20-25 enthusiastic business owners gathered at the Barrie Public Library for my presentation about blogging and social media, including some spirited exchanges about the good, bad and ugly of trying to market a business online.

Good: Blogging is as easy as answering your customers’ questions.
Bad: Starting a blog and then neglecting to post gives a negative impression when people visit your website.
Ugly: According to one participant, promoting your blog post effectively on social media “seems like a LOT of work!”

Here is a brief summary of what I covered in the presentation, along with links where you can learn more about each topic.

Overview – Helping versus selling

I opened with the story of Marcus Sheridan of River Pools and Spas, and his incredible success with blogging and content marketing. As Marcus explained, business blogging is about helping, rather than selling, by answering actual questions from customers and prospective customers.

If you keep up with your blogging and continue to help, this will create and build a connection that can lead to a long-term relationship and a position of trust. Then when it’s time to purchase the product or service you offer, people already have a meaningful foundation from which to choose you.

For more about helping versus selling, check out Is Your Business Blog Serving Up the Right Information?

Coming up with blog post ideas

I encouraged the group to put on their “blogging antennae,” and promised that once they’d identified broad themes (categories) they wanted to write about, ideas would magically start to appear – if they paid attention.

Barrie naturopathic doctors Kerri Fullerton and Whitney Young of Rooted do a wonderful job of answering common questions about their areas of expertise. Here are just two examples on the topic of infertility, and you can visit their blog for posts about improving your mood, living gluten-free, helpful books and more:

Infertility – When Should I Worry?
Infertility – How Can Men Support Their Partners?

I asked if anyone was struggling to think of blog post topics for their business. We heard from a massage therapist, hair stylist, and sign language interpreter, and we successfully brainstormed topics for all of them.

Here is some further reading about coming up with blog post ideas:

Blogging consistently

To keep up with your blogging and avoid turning your website into an abandoned ghost town, I suggest you start with a plan, stick to your categories, and use upcoming events, holidays and promotions as a starting point.

(Just remember, blog posts should be about your customers, not about your business. So if your promotion is a sale on paint, provide tips about the hottest new decorating trends of the season.)

Break blogging up into a series of tasks so you can tackle each of them when it’s the best time for you, instead of trying to sit down and start, finish and publish a post in one sitting.

There’s no way around it – blogging takes discipline and commitment, but please be gentle with yourself in the process.

Also consider other types of posts besides full-length feature articles, such as video or audio recordings, or a review or recommendation of someone else’s content (here is how to share other people’s content without plagiarizing).

Even with these other types of posts, it’s still a good idea to provide at least 250-300 words of text to put your own slant on the topic and remind your readers of your expertise. Also, some people prefer to learn by reading and may never open your recordings.

Here is some further reading about blogging consistently:

Promoting your blog posts on social media

There are three things you need in order to share your blog posts on social media:

The permalink of your blog post – Otherwise people will have to search your website for the specific information you promised (and most won’t bother). Here’s how to find the permalink of your blog posts, or you can use a tool like Buffer.
A reason to click it – With so much competing for your reader’s attention, they have to know, “What’s in it for me if I click this link?” Here are five ways to get noticed when promoting your blog posts on Twitter and LinkedIn.
People to see it – Full-size images really draw people in, especially on Facebook and Google+. On those sites, upload your photo first, and then add your permalink to the text description. Otherwise, all people will see is a small thumbnail of the photo from your blog post. UPDATE (September 13, 2014): Facebook is now giving more visibility to posts that contain links with thumbnail images, versus those with uploaded photos (they consider that “click-baiting“). So put your link directly into the status update box so just the small thumbnail image is displayed.

Here is some further reading about growing your social media network and what/how to share on social media:

Blogging is a wonderful way to connect with new customers, give more value to returning customers, and gain visibility as an expert in your subject area. When you see blogging as a way to help, focus on a few key topics, and stick with it over time, you’ll build a rich collection of useful content to share with your networks and spread across the web.

Easy Blogging Resolutions With Some Help From Freddy Krueger

January 13, 2014 By Linda Dessau

Here are the most recent guest posts I have written for other sites around the web. If you want to receive all of my latest posts by email, click here to subscribe to the Blogging Tips newsletter.

Five Blogging Resolutions You Can Actually Keep

If you’re very new to blogging for business, or you’re trying to regain your footing after an unsuccessful attempt, here are five gentle actions to try:

Post more often than you’re posting now
Break blogging down into separate tasks
Proofread every post before publishing
Add a photo to every post
Share each new post in at least two places

Visit SteamFeed now to read more details about how to carry out these resolutions and improve your business blogging.

http://www.steamfeed.com/five-blogging-resolutions-can-actually-keep/

Blogging Lessons from Freddy Krueger: A Litmus Test for Blog Post Ideas

Are you expecting readers to be as comfortable with your topic as you are? If so, your blog topic ideas might be more for you than for them.

Visit Right Mix Marketing now to read the post and learn more about the one simple question you can use to evaluate your blog post ideas.

http://www.rightmixmarketing.com/business-blog/litmus-test-for-blog-post-ideas/

How to Keep Your Blog on Track and Keep Your Readers There With You

November 10, 2013 By Linda Dessau

Freight train on the track If your company is considering starting a business blog, one of the possible blogging objections might be concern about whether you’ll be able to keep the blog going.

This is a valid point, and definitely not one to gloss over. It’s crucial to have a solid blogging plan that will carry you through the start-up of a business blog, especially through those first three months when so many blogs are abandoned.

On your blog just like anywhere else, the customer (and prospective customer) comes first, so let’s start with five ways to keep your readers with you and then we’ll look at ways for your company bloggers to stay on track.

Five ways to keep your blog readers with you

Identify the key topics your ideal customers are interested in. Consider frequently asked questions. Think about where people are in their business or life when they might be considering products or services like yours. Scan similar blogs or other industry publications for recurring topics or themes you can personalize for your own business.
Use that information to create a clear, focused category list and stick to your categories. Avoid the confusion and clutter that’s caused by creating new categories on the fly as you’re publishing your latest post.
Pay attention to positive responses. Set up Google Analytics or other monitoring tools to see which topics are being read, opened, shared and “liked,” as well as any direct comments received on the blog or through email. Notice which posts tend to encourage people to spend more time reading other content on your site. Use these insights to create similar posts that give readers more of what they’re already enjoying.
Respond quickly to any public or private comments. This shows people you’re listening and that you care about their insights, questions and opinions. Try an email-based tracking service like Nutshell Mail or mention to monitor responses.
Survey your readers, informally or formally, about questions they have or topics they’d like to read about on your blog. You can use Survey Monkey or a similar service, run a poll on a social media page, create a contact form/page on your site specifically for questions (a “Dear Abbie” approach like the Socially Stephanie column), or simply ask people directly.

Five ways for company bloggers to keep on track

Use your natural energy. Notice when you’re more jazzed for writing tasks versus when you might get a boost from web research like finding photos, ideas or statistics.
Give yourself the gift of time. Work backwards from your publication date so you’re not trying to start, finish, publish and promote a blog post all in one sitting. Plan for all steps of the process (brainstorming, drafting, writing, editing, formatting, publishing and promoting).
Read more. Find inspiration from other experts by following them on social media. Reading their ideas will expand your mind and lead your blog in new directions.
Get out and about. Look for opportunities to mingle with your contacts in person as well. Presentations at events and conferences can stimulate topics for future posts, and so can informal chats in the hallway. Even when you’re not at a business-related event or meeting, if you wear your blogging antennae you can still pick up plenty of blog-worthy ideas.
Be patient for the long haul. Trust that over time, as you build a goldmine of useful content people can discover when they arrive at your website, blogging will help ideal customers find you, learn more about you, and decide your company is the right choice to solve their problem.

How have you kept on track through a blogging slump? How do you retain blog readers? I’d love to hear your comments!

Which Types of Blog Posts are Right for Your Business?

June 10, 2013 By Linda Dessau

businesswoman laptop blog Business blogging is a great way to keep your website fresh and attract new customers, but some people find it hard to see how blogging could work for their particular business. This list of eight types of blog posts has something for everyone.

1. Advice, “how to’s” or instructions – People are online everyday looking for help and ideas they can trust.

Success tips: Answer the questions you’re asked the most by clients, prospective clients, colleagues, friends and family members. Imagine you’re writing to an absolute beginner who knows nothing about the topic. (Hint: Recipes are a great option, and with a little creativity most businesses can find a way to relate to food!)

Perfect for: Automotive, business and professional services, clothing, computers and electronics, contractors, health and wellness, home and garden, legal and financial, personal care and services, pet services, real estate, retail, sports and recreation, technology, travel.

Blog post example: Four Ways to Add Curb Appeal (Blinds.com)

2. News – When you deliver the most important and relevant news to your audience, it increases their trust and encourages them to seek out your expertise.

Success tips: Depending on your business, this might be industry news, breaking news, or finding a connection between your product/service and a current news story. Consider interviewing an industry expert using video or audio, and post along with a written transcription or summary.

Perfect for: Agriculture, arts, business and professional services, computers and electronics, health and wellness, industrial, legal and financial, real estate, technology.

Blog post example: 2013 Small Business Survey Results part 5: Anticipating the economy’s direction (US Bank)

3. Innovation, opinions and commentary – Take your business’s credibility to the next level and become the news that others report.

Success tips: Whether you’re introducing a brand new concept or putting your own slant on things, be strong in your opinion to really stand out from the crowd.

Perfect for: Arts, business and professional services, computers and electronics, health and wellness, industrial, technology.

Blog post example: The Pope is Right on Food Waste (Virgin)

4. Client/customer showcase – Go deeper with stories that demonstrate how real people are using your products and services. More importantly, this shows your appreciation for these relationships.

Success tips: Incorporate photos and videos to increase the personal connection and bring more visual interest to your blog.

Perfect for: Every business!

Blog post example: Jenny & Chris – Wedding Highlight Film & Love Story Engagement Film (Honey & Dear Wedding Cinema)

5. Staff/vendor showcase – Spotlighting your talented team nurtures good relationships, and makes your business more transparent to your customers.

Success tips: Give staff and vendors the opportunity to write guest posts or regular features, or interview them and/or their co-workers or customers.

Perfect for: Automotive, business and professional services, clothing, food, home and garden, pet services, restaurants and quick-service restaurants, retail, travel.

Blog post example: It’s Joe’s Abilities That Count (Marriott)

6. Behind the curtain – People love to see how the magic happens behind the scenes of a business. The larger your company, the more people will be craving a way to know and connect with its leaders.

Success tips: Just like in blog post type #1, you want to step into your readers’ shoes and imagine what would be most fascinating to someone who isn’t as familiar with your business. Tap into the variety of subject matter experts within your company.

Perfect for: Agriculture, business and professional services, food and dining, home and garden, industrial, legal and financial, retail, travel.

Blog post example: Managing a Floating Garden on the World’s Largest Cruise Ships (Royal Caribbean)

7. Product/service tours – Help your customers understand and use your products and services.

Success tips: Video demonstrations can be very effective, but include text for those who prefer to read and/or print the directions.

Perfect for: Automotive, business and professional services, computers and electronics, food, health and wellness, home and garden, retail, sports and recreation, technology.

Blog post example: Advantageous Avocados (Wegman’s)

8. Resources and reviews – Showcase other experts and companies that provide complementary products and services, and guide your readers to the best ones.

Success tips: Explain to your readers why you’re recommending this other product or service. You can demonstrate your own industry knowledge even while you’re introducing another business.

Perfect for: Automotive, business and professional services, clothing, computers and electronics, construction and contractors, food and dining, health and wellness, home and garden, personal care and services, pet services, technology.

Blog post example: Best Smartphone Apps to Accelerate Your Next Road Trip (GM)

I hope these ideas, tips and examples have opened your mind to some new blogging possibilities for your business!

Would you like a customized blogging plan for your business? Apply for a one-on-one blogging consultation and get blogging today!

Five Ways to Blogify Existing Content to Attract Your Ideal Customer

January 21, 2013 By Linda Dessau

Your business probably already has a goldmine of potential blog material at its fingertips, whether you realize it or not.

For example, you might have: training manuals, instructions, sales scripts, company descriptions, service/product descriptions, customer feedback and questions, meeting notes, presentation slides, Facebook page activity, LinkedIn group discussions, handouts, memos or emails.

With a few simple adjustments, you can turn that content into blog posts that will attract prospective customers and help them see if you’re a good fit.

If you or your staff are constantly referring to something during client calls or sales meetings, if you’re often sending it as an email attachment, or if you’ve ever heard, “Thanks, that was helpful!” after replying to an email, chances are you have the beginnings of a good blog post.

So this might make a good blog post – now what?

Here are five elements that will help turn existing content into an effective blog post. Hint: Follow the embedded links for more information about each topic.

Length – I recommend that your blog posts are between 250-500 words. In some cases you’ll need to pare down what you’ve written. Other times you’ll need to expand on what you’ve written (often just by adding an introduction and conclusion). Also check the length of each sentence and paragraph. Online writing requires more white space to give your readers’ eyes a rest.
Links – As Debbie Weil says, if you can’t link to something, it doesn’t exist (that’s why we’re getting your content onto your blog!). Links are how you give credit to those you’ve mentioned, build relationships with other experts, and add more value for your readers. Linking to your own blog content also breathes new life into your old posts and gives people reasons to stay on your site and come back for more.
Language – Tweak your language to stay consistent with your brand. Use the same words your ideal customers use – especially in your blog post title. Apply any keyword research you’ve done for search engine optimization.
Love – Building blog posts out of real customer interactions shows that you’re thinking about your readers first and your marketing goals second. Delivering consistent, high-quality content shows how much you care about the people you serve in your business. Try to write each post to one person as if he or she were sitting across the desk from you.
Logic – For each blog post, pull out one key message from your content. There may be plenty more where that came from, which is good news if you want to be a weekly blogger.

Transforming other types of content into blog posts means that:

You can easily share the content in a way that brings people to your website, where they’re one click away from doing business with you
You can link to and promote the content on social media sites
You’ll keep your blog fresh with new content, which will impress both your website visitors and the search engines
Because this piece of information is directly related to a real customer concern, there’s a good chance people will be searching for it online

Photo credit: digitalmoneyworld via photopin cc