If you’re new to blogging or struggling to see any return of investment from your best blogging efforts, you might need to (re)focus your approach.
Here’s what I think you should be blogging about.
What’s Holding Your Ideal Customer Back?
The most important kind of blog post to write is one that addresses what’s holding your customers back from achieving their desired outcomes.
I’ve found that the posts that do best in terms of lead generation and conversion are the ones that help people get over the obstacles they face in their online marketing.
For me, it doesn’t matter what form the blog post takes – whether it’s a written post, a podcast or a video. As long as it provides a solution to an obstacle the visitor to the site needs to overcome, you’ll win friends.
The more you do this, the more potential customers who land on your blog will come to see you as someone they can turn to to solve the problems they go online to fix.
Provide a Solution
So let’s say your aim is to generate leads to sell your consulting services as a canine behaviourist, helping problem dogs.
Start by writing a headline that mirrors the question someone might ask Google: e.g. How Do I Stop My Dog From Barking at Night?
Then in your blog post, no matter what form it takes, provide an answer. It doesn’t matter if it’s a list post, a series of tips, a video, a podcast. You decide.
The vital ingredient to maximizing the effect of your blog post is to empower the visitor to your site to tackle the problem they are facing.
Brainstorm Content Ideas that Solve Problems
As well as making sure your blog converts, this approach will also help you tackle that problem every business blogger faces: what to write about.
In your editorial calendar make sure you’ve got a good amount of these kind of posts throughout the month.
The easiest way to do this is to put yourself in your ideal customer’s position and list out the kind of obstacles they need to tackle: e.g.
- what’s the best website for a consultant?
- what’s the most important marketing strategy
- how do I convert more visitors into customers
So, now it’s over to you…