What do I blog about?

1October 2014

There are significant reasons to spend the time and effort required to build a blog.  The next question, naturally, is what to blog about. As with all things related to marketing your business, the best way to answer this question is to think about your potential clients.  After all, the whole point of blogging for business is business.

One of the Five Benefits of Blogging is getting found by search engines, so a good place to start searching for topics is in your keyword list.  If you don’t have one, now is the time to generate one.  Google and Bing offer free online keyword tools that you can use.

Let’s imagine that you are a yoga instructor and you have decided to add a blog to your website. Your goal is to fill all of the classes at the yoga studio you own.  You also sell yoga apparel and accessories at your studio and through your online catalog.

Sit down and generate a list of the words and phrases you think might attract your target audience.  Because you have a local business, you can be specific and use what are known as “long tail keywords.”  Long tail keywords are more narrowly focused, and will bring more qualified visitors to your blog.

Examples of keywords for a local yoga studio might be:

Ashtanga Yoga, Prenatal Yoga, Learn Yoga, Yoga Studio

with location information added, perhaps your city or county.  When you plug these in to a keyword tool, you will get more suggestions based on recent searches.

This is just a start.  When you are really ready to get serious, block out some time and brainstorm all of the possible ways your potential clients might look for your yoga related products and services.

You might be wondering how this relates to what you will be writing about.  Your potential clients will visit your blog because they want to read about your topic.  By analyzing your keywords, you can artfully guide potential clients to your site by incorporating the words into your writing.

Continuing with the yoga example, you could blog about yoga trainings you’ve recently completed, or retreats you have participated in.  You can share information about the benefits of yoga related to your specialty or target audience.  You might occasionally post about more personal matters as a way to connect on a more personal level with your readers, but ideally personal sharing will relate to your target audience and topic.

The thought process is the same, whether you are a local business with a brick and mortar location or a web based service business.

Keep in mind that a blog is not a sales page.  Your blog is the hub of your online community.  Of course, you will want to capture emails from as many visitors as possible, so that you can keep them updated on news, events, upcoming classes and special offers.  The success of marketing your business with inbound marketing (blogging, social media and email) is a subtle art.

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