- It’s easy to write a blog. It might be easy to write a couple hundred words about any particular topic that comes to mind, but there’s a time and place for that (personal blogging) and it’s not in regards to your business. Blogging for a business revolves around being a subject matter expert. You got into this business how long ago? Why? What experience do you have that others don’t? What separates you from the competition? Some of these questions may be great conversation starters with current clients! For example, a chiropractor said that what his clients appreciate most about him is that he’s a healer – he heals their back and referred pain. But when he asked his patients that same question, they came back with the fact that he’s always on time! Although chiropractors all heal back pain (and maybe he has different technique or strength that allows him to succeed faster or in a more gentle manner),what they truly appreciate is that he’s timely. Additionally, the strategy must be in place before sitting down to write. What keywords are you focusing on? Do you know how your consumers even find you? It could be that you’re searching for chiropractor and they’re searching for back pain help. Utilize the answers to truly create a game-changing content strategy.
- Writing is the only way to get searchable content on the web. As much as I’d love to say it is, this is absolutely false. Video, animation, photography, infographics, etc. are all forms of content that your consumers are digesting, and yes, there is a fair amount of writing for the web that goes into promoting and marketing those pieces, but blogs are not the end-all, be-all of content.
- It’s too expensive to hire someone for this. I’ve heard this a few times but this also untrue. Figure out the consistency you want, and what services you specifically need to ensure your current and potential customers are happy. A friend mentioned this week that he has someone write for his business and send out monthly e-newsletters. A client said, “wow you seem so busy and really know your stuff!” All he had to say was, “Why, thank you,” and be on his merry way, doing what he does best. Imagine you had to hire a content marketer for your company. That could cost upwards of $80,000 a year, not including employee taxes and insurance, offering any benefits, etc. Anything less than that will be a bargain.