A Sustainable Plan for Blogging

Bangui_Windfarm_Ilocos_Norte_2007It’s the most common question from small business marketers who want to make good use of the internet. It goes something like:

What can I write about? Where can I find content ideas? Or, How can I blog if I’m in a really boring industry, like insurance for truck drivers, or warehouse fulfillment?

If you feel stuck there in a content-less fog, not wanting to start blogging or writing social media posts because you think your field is uninteresting, you haven’t really thought things through.

For starters, what are you doing slogging away day after day at something you find boring? (I’m not accusing you; just urging deeper examination. I have certainly done my share of employment for organizations that I didn’t highly value. It’s something to work through, for sure.)

But never mind that, suppose you just innocently must admit that there’s not a lot that’s universally fascinating about roadside garbage collection or a tax preparation firm.

And you’d be right. If you look straight at the subject, isolated from everything else, it will indeed appear to be void of interest.

But Oh My Gosh, the truth is that no matter what the subject, possibilities for riffs on it are endless. [Read more…]

What is Blogging, and Why?

jmoneyyyyyyyContent marketing, the leading thought in marketing today, clearly centers on content creation, which in turn centers on blogging.

The idea is that content – as opposed to ad copy – is what attracts a market. And your content is the stuff of your profession or business; it’s the presentation of who you are and what you know. Moreover, content is thought to be non-promotional; it’s sharing for the benefit of the audience, rather than of your business.

Despite the fact that very few people love to write, and many people don’t like to read, blogging became the core of content creation from the web’s early days. Though it’s still the rule that blogging will most quickly bring valuable site traffic, the task is no more universally popular than it ever was. Unfortunately, I’ve built sites for clients who refuse to include a blog; and other sites where the blog was set up and then simply abandoned. Truth is, most business owners have no intention of blogging.

I see this as a failure to understand what blogging is. As with so many of the internet’s properties, basic instructions are usually bypassed. Suddenly, now the internet requires us to produce blogs, when heretofore we interfaced with the public through ads or a printed brochure, and left it at that.

So here’s a list of what blogging is, which also shows why it’s necessary and how it doesn’t have to be so challenging.

Blogging may be defined as

  1. regular interaction with your audience
  2. a way to attract the attention of potential audiences
  3. the place where you consider the angles of various aspects of your business
  4. the method you use to educate people about your subject/field/organization
  5. the way you express yourself in public
  6. how you prove your passion and expertise
  7. the vehicle for sharing your personality – and perhaps your mission – across the globe
  8. the accumulation of archives as evidence of your endeavors
  9. continual updating of your website, keeping search engines active there
  10. a strategy for keeping your own mind and interest keen, vis-à-vis your subject
  11. the build up of a knowledge base
  12. an instrument for effective thought leadership

We could go on. But the point is that nowhere in the list is the word ‘writing.’ A blog does not necessarily include writing. You can come up with ways to interact, attract, consider, educate, express, prove, share, accumulate, tease Google, stay mentally sharp, collect information, and contribute to your community without writing.

Will you talk, draw, collect, or how else will you cover these blogging necessaries without slaving over a written essay every week? I’d love to know your ideas.

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Figure out the system you’ll use to blog, and you’re already on the way to success. Need help? Info here!

Content is Collateral

Tyler.MeyerIf you’re having trouble understanding why the new standards in marketing require you to blog and post social media updates and pictures and all kinds of stuff about your daily business and life, this blog post may help. Because if you use the internet to market your small business, the first thing you learn is that content is collateral.

It’s almost like currency. Businesses used to market, purchasing attention with cash. Now we garner that attention through publishing. We used to count on advertisers to create clever slogans. There did not need to be a close relationship between your products and the slogans; you only needed the ads to be attractive in themselves. Many a corporation still uses these old methods (for instance, what does Geiko’s gecko have to do with a good insurance deal?)

But the internet introduced a different kind of marketing, one that’s closer to publishing than advertising. Online marketing counts on the value of a brand to be a deep well of useful information for the customer; and on the staff of an organization to share that information regularly. [Read more…]

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