“I don’t have a clue how to do it …”

This is the most common statement that I hear when talking about the subject of a business blog with our dealer partners.

I get it. I really do.

So, that’s where we’ll spend our time today. The Cambridge Dictionary reframes “not have a clue” to mean “have no knowledge about something.”

As a blogger myself, here are the two big issues that I’ve dealt with that caused me to think that I didn’t have a clue either.

• The logistics/getting started;

• What to write about.

The logistics of a business blog includes things like where does it live and who should create it.

The first one is fairly straightforward. It should be a page on your current website. You’ve probably heard of blogging platforms, like blogger.com, that are free and easy to set up. For someone starting a personal blog, and not worried about their brand, this makes a lot of sense, but not for you.

Remember, one of the main goals that we’ve been talking about in doing this is to capture people doing research and to get them to consider your company to solve their problems. You want them on your website, not someone else’s.

Certainly, there are opportunities to blog outside your site, in other places your potential customers might frequent, but these are advanced strategies that I’d be happy to discuss privately.

Your web guy/provider can set up a blog page on your site pretty quickly and can also get your posts to show on your site once they’re done.

Speaking of getting it done, one of the biggest questions to answer is who should actually create the blog posts?

Let me share a quick story to illustrate the way I think.

Several years ago, I ran a side company in Internet marketing for home improvement dealers. One of the things we did was create home improvement content for folks just like you, recognizing that time was so precious.

I had sold home improvement products in the home and had taught many others how to do the same. I felt like I knew, not only the questions that potential customers might ask about windows and doors, for example, but also the best way to answer the questions in a way that piqued the homeowners’ interest and made them want to learn more.

We were pretty successful, so much so that when I was contacted by an owner of a concrete stamping company that had read some of our work and wanted to hire us, we jumped at the chance.

We created the first post and submitted it for approval. The owners’ feedback was very simple and straightforward. “This is fluff. It looks like you did a little research on concrete stamping and came up with this crap.”

The problem was that he was dead on about not only how it had been created, but the fact that it was no more than fluff.

My point is that there is no one who knows more about your customers and the questions they might ask than you and members of your organization.

So, we’ve dealt with one of the issues. What about the other, “What do I write about?”

The answer to this is so key to the success of your overall content marketing program that it deserves an entire post of its own.

We’ll do that in the final installment of our conversation about this subject the next time that we get together.

Leave a Reply

Your email address will not be published. Required fields are marked *