More and more companies are blogging every day. Your competitors have probably started, as well as a slew of other businesses in your field or industry. So how do you create a blog that stands apart? What do you even blog about?
Since it’s a company blog, you’ll want to blog about your company’s field, but you still need a theme/purpose that makes it unique. If you’re having trouble choosing a subject to consistently write about, here are four handy tips to get you moving in the right direction.
1. Write What You Know
It’s an old, but very true, saying among writers. While your products and services may not be entirely unique compared to your competitors, your people are. They know the industry, the company and the customers. Draw on their knowledge and experience. Ask your people what industry trends are gaining momentum, what are some great customer success stories and what are their top resources for industry news?
Sometimes, the greatest sources of inspiration come from the people sitting around you. Use their stories and experiences to help drive your blog content.
2. Speak to Your Potential Customers
Your content doesn’t have to be interesting to everybody. I have zero interest in subscribing to Pioneer Woman’s recipes, but that doesn’t mean her brand isn’t successful. She’s figured out how to best share content to a specific audience with specific interests. Find out what your potential customers find useful and interesting. Speak to them in their own language, using terms they understand and create content they’d be likely to share.
3. Think Outside the Box
I recently met with a few PR students from my alma mater at an event in Little Rock. One of the students told me about a blog she’d just started. She was trying to figure out a topic to blog about. Being someone who works on blogs for a living, she asked me for advice. Here’s how it went:
Me: So what’s the overall theme of your blog?
Her: Well I was thinking about, “In the life of a twenty-something.”
Me: Mmmm … that’s too vague. You need to narrow your focus. What are your plans after graduation?
Her: I’ve got a job lined up in Mississippi.
Me: Okay, is there anything interesting in and around where you’ll be living?
Her: It’s Mississippi …
Me: Exactly! There are a million blogs about people traveling Europe, but how many blogs are out there about a young twenty-something discovering Mississippi? They say you’re always five minutes away from something interesting, so go put that saying to the test.
Look for a new angle or a quirk about your industry. For example, our client Visit Rogers doesn’t just blog about their stellar concert venue or amazing conference center. They actually spend more time blogging about the small things you can do in the city of Rogers and their blog has completely taken off. A fresh perspective and new idea will set your blog apart.
4. Keep Your Keywords in Mind
As I said before, blogging offers huge potential for your company’s SEO. Before you begin blogging, you should draw up a list of keywords you want to be found for, keywords that indicate an intention to purchase. As you read through your keywords, try to come up with a theme or list of topics into which you can easily incorporate your keywords.
Remember: your audience is looking for easy-to-understand information about your field and business, not for the next Great Gatsby.
Remember: your audience is looking for easy-to-understand information about your field and business, not for the next Great Gatsby. Be sure to blog consistently, provide valuable content, keep your targeted audience as the focus and don’t be afraid to be creative.