When you’re looking to buy or sell a business, Troy Patton of Archer Investments explained at the Financial Planning Association, one really important factor to weigh is goodwill. How much of the business’ goodwill is “enterprise” and how much is “personal”?
Professional business valuator Linton Kotzin agrees. “Segregating the intangible value of a company between personal and enterprise goodwill is becoming increasingly relevant,” he says, explaining that personal or professional goodwill attaches to a particular individual, while enterprise goodwill is derived from the characteristics of the business itself, regardless of who owns or operates it.
Content marketing through blogs needs to consider both those aspects of the company’s – or the professional practice’s goodwill. There are many different possible forms a blog post can take, of course. Hubspot, in fact, lists no fewer than 44 “fantastic types of content”, including:
- Case studies
- Charts and graphs
- Question/answer sessions
- Opinion pieces
- Book summaries
Patton’s presentation on valuing a business or practice, though, made me realize how important it is for us blog content writers to focus on creating “goodwill value” on both the enterprise front and the personal front.
Blogging for business has the potential to reach different groups, including new (recent transaction) customers, repeat customers, other companies’ customers, potential customers, and strategic partners (including vendors, colleagues, professional associates).
All of those readers need to know about enterprise value. In other words, have they come to the right place to find the particular kind of service or product they need, and is that product or service competitively priced and of good quality?
But that’s only the half of it. It’s the personal goodwill that’s going to invite readers to “connect” and “buy in”. If you’re to enjoy any success in content marketing through business blogging, I’m convinced, personal goodwill needs to be operative. Not only must searchers see your blog as a go-to source for ongoing information (the enterprise value of the business), but they need to feel engagement with the people who provide the product or service. Of course, the typical website explains what products and services the company offers, who the “players” are and in what geographical area they operate. The better websites give at least a taste of the corporate culture and some of the owners’ core beliefs.
Blog about BOTH kinds of goodwill!