What’s the best way to make anyone stop what they are doing (or thinking about) and pay attention to you?

We’ve been thinking through how to capture potential homeowner leads earlier in their research process via content marketing. Today, let’s get into the easiest entry into content marketing via a company blog.

“Easy, you say?” I get it. You are running a business and a life.

First, we’ll go through some of the benefits and then briefly talk through some tidbits that will make your blogging more successful. During our next visit, we’ll work through some of the issues that you might be struggling with regarding blogging, and how to easily overcome them.

Here are just a few of the benefits of blogging as part of an overall content marketing strategy…

  • Connecting with new and previous customers—Effective blog posting is all about answering the very same questions that they are asking.
  • Establishes you as an authority—Wouldn’t it be great to be known as the “go to” person in your marketplace when it comes to doors and windows?
  • Boost SEO—Search engines love new, fresh content that fits what your target audience is searching for.
  • Targeted, cost-effective marketing—Blog content reaches those who are actually researching what you have to offer at a cost that’s a small fraction of mass advertising and marketing techniques.

To make your efforts more successful, here are a couple of ideas…

  • Be consistent—You certainly don’t need to write a post a day, but you do need to be consistent. People (AND search engines) like and respond to fresh content. Starting with a goal to publish a post every other week will create the consistency habit.
  • Capture stuff—We’ll talk a lot more about topics during our next check-in, but ideas can strike at any time. Whether it’s digital or analog, make sure you have a system for capturing those ideas.
  • Remember the goal—You’re not trying to sell anything here. You are simply trying to pique their interest to the point that they want to learn more. Your content isn’t about you, it’s about them.
  • Repurpose—One of the great benefits of blogging is the ability to use that content in some of your other marketing efforts. One blog post can serve as fodder for 10 to 20 Facebook posts for example (insider secret…make sure the post has a link back to that page on your site).

Next time, we’ll go through all the reasons blogging WON’T work for you and figure out how to deal with those.

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