Blog Content Strategy: What Are You Talking About?

What are you talking about on your blog?  If it’s yourself, you’re probably not getting readers.  You don’t want to be the guy at the party whose stories about himself only pause when he has time to stuff an hors d’ouevres in his mouth and continue with “and then I….”

When marketers say the 20 year or so old refrain Content is King, what they mean is the stuff you put on your Web site needs to be interesting to your readers, not just you.  Your blog is not a mouthpiece for your sales department.  It is a virtual conversation that provides something valuable to customers and partners and whomever else you are trying to get to read it.  It’s educational, entertaining, and probably informal.  The more natural a voice you adopt for your blog, the better.  Have fun with it.  Your blog is your creative arm.  It’s where you connect with people who are like you, who would enjoy your product and the subculture that surrounds it the same way you do.

How to come up with ideas to write about:

Listen.

Go to places where your customers hang out, in person or digitally, and see what they talk about.   What else do they like? What can you tie back into the values of your product? Educate them on how to use your product.  Provide profiles and links on people who are doing interesting things with the type of product or service you provide, though not necessarily customers all the time, since that all comes back to being completely about you.  There’s nothing wrong with telling a story or two about yourself.  Just don’t abuse it.  Have other stuff there.

Pay Attention to Subcultures

I read blogs because of the interesting stories they tell about subjects I follow.  And I’ll check out a book or product a blogger is promoting because I trust her, because she writes about other subjects that interest me.

I’ll buy a beauty product from a company if it is a natural product company that writes articles about growing organic herbs and aromatherapy, what collagen actually does for the skin, and how bee farming is humane and generates all sorts of useful ingredients, such as beeswax, which are used in products like theirs.  A blog like this is not designed to push a product, though it informs me about aspects of the product and reminds me of the natural organic subculture that I have unofficially joined through my interests.

Build (and Join) Community

As a side note, I really really love that company if it also sponsors events with recyclers, crafters, and craft brewers in the local organic community and writes about the festivals it supports, since that fits in with my subculture and helps me connect to their idea of community and my own even better.  But events are a whole other ball of beeswax. Though they help immensely with figuring out what to write about.

One way to tap into this community-building and be a local participant is to begin using Twitter to find others like yourself.  Put your interests or your business summary in your profile – as well as a link to your Web site.  Seek out and follow others by typing the words you used to describe yourself into the search bar in Twitter.  People will find you and begin to follow you.  Thank them for following you.  Comment or reply to others in the industry who put tweets up you enjoy, or people who enjoy the same things you do.  It builds on itself until you have a great group of folks who are engaged with your interests, and you can all share ideas – sometimes they are your direct customers telling you what they want, or showing you what they are reading (through the links they put up on their feeds), which is valuable information to have.

Use any or all of these methods to find ideas to write about and good content to link to on your blog. It’s not just about search engine optimization (SEO) or converting sales. You’re relationship building, and you do this through community – and through providing information people care about. Educate. Entertain. Inform. “Convert” comes later.

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