So you’ve got a company blog. That’s great! This is a space where you can post news, tips, tricks, and really delight your readers. However, while a blog is great at drawing in customers to your website to help them learn more about the products and services you provide, you shouldn’t use it as a direct advertising platform for your business. That might seem counterproductive, but let me explain.Think of it this way: you probably read blogs, right? Let’s say you like reading blogs on nail polish design. You enjoy finding new ways to paint your nails and different products that can help with that. However, if your favorite blog switched from talking about neat techniques for painting nails to hawking products in every post, you probably would lose interest and be disappointed that your blog is no longer giving you what you wanted: valuable content.
Too often businesses see blogs an arena for selling. However, your readers aren’t likely searching for your products. Instead, they’re searching for solutions to their problems. For instance, they are probably searching for keywords like “best colors to wear in the wintertime” instead of your specific brand of clothes. Furthermore, they probably don’t care to read a 300-word article about your product--that’s what your product page is for. This doesn’t mean that you can’t mention or link back to your products: in fact, you should link to your products. It does mean, though, that the heart and soul of your blog posts shouldn’t be a sales pitch--it should be relevant content that helps your readers solve a problem. After all, you wouldn’t want to read a blog where the authors did nothing but talk about themselves and their products. Unless you have a new offer or novel product, keep the blog posts to the real-life situations your customers care about. It’ll show that your products are functional and useful, and it will also help build a relationship with your consumers.
To give you an example of this, we’ll use a fictional grill manufacturing company, Grillers 101. Their blog contains posts mostly about their products, with titles like “The Benefits of Griller 101’s High-Performing Grillmaster 10X”. Unsurprisingly, they don’t have a large blog following. Even if the Grillmaster 10X is the best grill on the market, nobody wants to read posts that talk about nothing other than products. To increase readership, Grillers 101 might write blogs about the health benefits of grilling, the best marinades on the market, or the best grill for apartments vs. houses. They can (and should) link to their products within these posts, and maybe once every couple of months they can write a post about a product, but at the core of these posts is information that’s valuable and useful for the life of grill owners.
Although you think it might be helpful for your business to get the word out about your products and services through your blogs, this doesn’t encourage readership. Put yourself in the shoes of your customers and instead publish readable, relevant, and high-quality blogs that will keep them coming back for more. What types of blogs do you think your clients would like to read the most? Comment below!