Do you struggle with creating content? You say, “Yes! I’m going to blog for business!” But when you sent down to write your post, the gremlins of doubt creep in and every inspired thought is suddenly lost in a mineshaft deep underground.
If you’ve EVER had an inkling of panic when faced with the blinking cursor, take a deep breath.
Photo Credit: Mike Maney Digital
You’re not alone.
In fact, it’s one of the biggest reasons savvy business owners struggle to build their online presence.
Here’s the part that strikes fear in the heart of many a smart, and savvy service professional. From dog walkers to accountants, the fear is the same.
“I don’t know what to write!”
Call it “Writer’s Block,” fear of the blank page, or something else but it’s a very real problem for a lot of smart professionals and one that’s holding you back from creating a successful marketing machine filled with great content that you can use to attract new clients.
Here’s the thing.
One thing that a dozen or so years in online marketing has taught me is the ability to rattle off potential blogging topics for most anyone in a workshop setting. That can provide a good starting point, however, I’m much more strategic when working with a client’s content strategy.
You want to be so too.
If you’ve never written a post before and you’d like a blogging framework, this 27-minute Skillshare course on Blogging Fundamentals breaks it down for you.
Because if you create a framework for yourself — a template if you will — the whole thing will be a whole lot easier.
And why not make it easier (and more effective?) for yourself?
3 Questions to Guide You
Let’s get to an important question for new business bloggers.
Question #1
WHO are your customers?
What’s their industry and role within the industry? For example, the CFO will probably have different questions than a Marketing Manager. If you’re going after a consumer audience, like a realtor or dog walker, you’ll want to define them as much as possible. Age range, habits, interests, education level, etc.
Go beyond demographics to psychographics which includes their values, their habits, the TV shows they like, the colors they gravitate toward.
The more you know about your target customer, the more helpful you can be in your blog posts.
Imagine, if you were a pool installer, you could write a post on the difference in concrete vs. fiberglass pools and another one on the benefits of fiberglass pools. If you’re a dog walker, you can write about the how to know if your dog is right for the dog park and the importance of socializing your dog.
Question #2|
What are the 3-5 most frequently asked questions when it comes to your business? For dog walkers, prospects want to know how long the walk is and where you’ll go, for landscapers, people may want to know the difference in a full-service vs. maintenance only contract.
If your mind is blank, try using Quora to come up with popular questions in your industry or flip through the latest industry publications. Write down common themes. You can turn these into blog posts later.
Question #3
What how to’s or experiences can you share that brings your unique perspective to these questions?
Here’s a Quick Outline
Introduce your Topic
Share 2-3 questions your reader may have
Answer those questions with your own insights and experiences
Write a conclusion
Let Yourself Learn
If you’re just getting started, don’t worry about the length of your blog. Aim to write something that’s useful and that your would-be client could find helpful. Focus on your message, rather than yourself.
In summary, create a list of topics for yourself, break them down into specific actions, outline your post, and keep your reader in mind.
What more ideas? Watch this 16 minute video I made for you.
