There’s a lot of talk in marketing about giving the customer what they want and need. The general mantra in copywriting is “write for the customer,” as opposed to writing for the client or even yourself. Yet, before you start any project, you should ask yourself what you want to get out of it. This is especially true for blogs.
What do you want to get out of your blog? The easy answer is more sales. But asking yourself what you want from your blog is all about motivation and finding direction.
Here are some benefits to blogging:
- Establish yourself as an expert
- Establish rapport with your clients
- Communicate company news
- Educate readers about your industry
- Create a personal “face” for your company
- Help your site get ranked in search engines
The benefit you choose to pursue will influence the writing on your blog. If you want to establish yourself as an expert, your blog style might be more formal. If you want to establish rapport, then your posts will serve as conversation starters and you will probably devote more time to moderating comments. If you want to communicate your company’s news, then blog posts might be less frequent. To educate, your posts will be more frequent and possibly involve more research. To create personality behind your blog, your posts will be more informal. For rankings, you’ll need frequent, informative posts of varying lengths with the right keywords.
Choosing your benefit is a way to get started and stay motivated to make regular posts. It will inform you how often you should post and if you need a professional copywriter and SEO service. Deciding what you want from your blog will help you determine how much time you need to devote to it.
The benefits you seek from your blog will evolve and change. You may start with just one benefit and decide to get more from your blog in the future.
Starting your blog with your goals in mind will help you get in the groove of maintaining a blogging routine. It will also help you determine where your blog ranks in priority with your other marketing efforts. With the reasons behind your blog firmly in place, you can also allocate the appropriate resources to its development.