Professionally speaking, you know your stuff. Share that knowledge through results-generating blogs.

Why blog? Two solid reasons: 1) it cost-consciously promotes your business and industry expertise; and 2) it can consistently drive traffic, foster leads, and grow your customer base—all of which ultimately generate revenue.

How to Start

Some steps to help you get the blog ball rolling:

• Check the competition. Building an effective blog starts with seeing what you’re up against. Peruse competitors’ blogs for content, formatting, topics and keywords, then figure out how to differentiate yourself.
• Determine your audience. Before you publish your first post, know whom you’re trying to reach. Your blog must pass the “What’s in it for me?” test to make it attractive and relevant to your target audience.
• Create a content blueprint. Don’t post a few times then have your followers hear…crickets. Create an initial content list, and solicit followers for their ideas/suggestions. Also, determine what formats your target prefers, such as white papers, tutorial videos or downloadable guides.
• Get guests. Think of guest blogging as a virtual networking session. Guest bloggers help you create a blogging community where professionals connect and share ideas, which does wonders for boosting traffic and promoting your business visibility.

What to Talk About

Consider these topic ideas to get your mental gears going and avoid blog burnout:

• Case studies and success stories. Your most powerful promoters are happy customers. Share how you helped them overcome challenges, exceeded expectations, etc. Just make sure to get their permission first.
• New products/services. Always promote your offerings from the customer’s perspective (“What’s in it for me?”).
• Industry news and trends. Came across an interesting blog or trade article? Share it and make it relevant to your customer or company.
• Q & A. Open the communication lines by turning an FAQ into a blog. Or ask your customer service employees—they’re good resources for identifying key customer questions.
• Expert Interviews. Followers love to get guidance from trusted experts. Ask an expert a few questions and post them in a blog. Or, add another medium by embedding a video interview.
• Go against the grain. Of course you don’t want to offend your audience, but there’s nothing wrong with going against popular opinion in a professional way to spark comments from followers.
• Be visual. A unique format that piques interest while conveying content is an infographic. Yes, it takes time to create, but there are plenty of online templates to make it easier.

Want to expand your reach? Be a Guest Blogger for us—can’t wait to hear from you!