Jeff Slain of Fully Promoted of Fishers IN was talking about apparel, but his advice is something we blog content writers need to keep in the forefront of our thoughts. Jeff’s common sense reminder to us Business Spotlight networkers the other day was that logo apparel buyers don’t want to tell the world about you – they want it to be all about them!
The “them”, we realize at Say It For You, can’t mean all possible visitors to your blog. Your blog can’t be all things to all people, any more than your business can be all things to everybody. Yet everything about your blog should be tailor-made for your ideal customer – the words you use, how technical you get, how sophisticated your approach, the title of each blog entry – all of it out in front. The first impression has to be focused on things you know about your target market – their needs, their preferences, their questions – and only secondarily on how wonderful you and your staff are at satisfying those needs and preferences.
Successful content marketing addresses issues readers care about, with content that Josh Steimie, writing in Forbes, says must have three qualities -value, relevance, and consistency. The content is there to raise readers’ awareness of solutions, educating them about products or tactics they perhaps hadn’t considered before.
As a business owner or professional practitioner, you have not just one, but many stories to tell, including:
- the benefits of your products and services
- the history of your business and your own journey
- successful case studies and testimonials
- news of importance to your customers
- your perspective on trends in your industry
A website with just a few pages cannot tell these stories completely, nor can it engage your potential and current customers with fresh content in real time. Truth is, no single blog post can tell all the stories, either. The key is for each blog post to get visitors engaged enough to hear today’s story.
The very fact that you have a blog and that the content on it is current says a lot about you and about the fact that you mean business! “You’re in the game”. You’ve got your new, fresh, logo apparel on.
The reality, though, (as Fully Promoted’s Jeff Slain knows all too well) is that they’re not going to read what’s on the sleeve until their interest has been fully engaged by what’s on the front!