For making content king on your website, Jeanette Maw McMurtry recommends, think about the top content themes readers most often seek:
- product comparisons
- purchasing guides
- how-to guides
- research findings
When it comes to how-to guides, McMurtry is making a point that I often stress when training blog content writers: “Even if you offer a service, customers tend to bond better with brands that show them how to do it themselves. They often realize that they’re not an expert or don’t have the time, so they call you to come do it for them.”
It’s interesting that I originally became an Indianapolis blogger in keeping with the “don’t-do-it-yourself” outsourcing trend I was seeing in writing for business. Still, for business owners with a preference for doing it themselves, it became important for me to offer business blogging assistance and training.
Few business owners have the time to create and post blogs with enough frequency to attract the attention of search engines. Still, I have learned, each prefers a different ratio of help vs. Do It Yourself. At one end of the spectrum, the business owner might want certain employees to receive corporate blogging training so that they can then take over the function of business blog writing. At the opposite extreme a company might turn over to a business blogging service the entire effort of crafting the message and maintaining the consistent posting of corporate blog content.
Serving as a “go-to” source for online readers can be a winning strategy for business owners, showcasing the blog content writer’s own expertise while offering useful, actionable, information to readers. In the beginning, many business owners and practitioners who are just beginning to blog feel uneasy about giving away valuable information “for free”, fearing that searchers will be able to do it themselves! They need to realize that their blog will become a way of selling themselves, showcasing their experience and expertise.
Showing them how to – shows them YOU!