Question: We get the importance of using content and blogging to tell our business story, but we are really struggling to figure out what we should blog about? Any tips of thoughts from the ground floor on what we should be posting on our blog?
This may feel like a silly or over simplified question, but it isn’t. It is really easy to see how companies can feel like there isn’t anything to write about.
Sometimes this is because they feel like it has all been done before and other times this is because it is hard to figure out how to create thought leadership that doesn’t just read like marketing copy.
Content comes in many shapes and sizes and companies as a whole are usually pretty good at the self promotion side of things, but it is the thought leadership content that often causes hang ups for companies. So here are a few things that I recommend for companies to do when planning and developing their content.
Answer Questions: Much like this column, take the time to write or create videos that answer the questions that customers are asking about your products or services.
Speak About Applications: Theory is great, but if you can show clear applications for your products and services then you can put the reader into a better context. Many people need to visualize how things work rather than just read about it. Video can help this, or using storytelling to paint a picture in the readers mind.
Tell Stories: To elaborate on the last tip, brands that tell the best stories often come out ahead. Talk about the stories behind your products and services. Explore more why and less what and how.
Accept Less Than Perfection: Too many businesses are looking for the perfect time and place to create content. Share ideas, answer questions and tell stories as they come up as best as you can. Perfect isn’t an option in life or content so get started.
There are so many things that you can blog about, it is just a matter of doing it. What is your company blogging about?
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