Today I was working through my emails from various clients who are using the Compendium Blogware platform for their online marketing efforts, when I came across an email that I often see. It typically goes something like this...."I understand that content is what drives the success of my blog program, but I am having trouble figuring out what to write about. I have used up the content ideas I had planned out and need help knowing what to write about next."
For the answer let's start with the breakdown of the searcher to conversion path:
- Searchers are using the search engine to find an answer to their problem
- Your company writes content on how you can solve that searchers problem
- Searcher engages with your company
- You convert that searcher into a sale
So what should you be writing about? The same thing you talk about every day with your clients in email, phone calls, conferences, trade shows, etc. Talk about how your company can solve their problem. Tell them how you solved a problem just like theirs the other day with a current client. Most of us have a very active email inbox - every one of those is a blog post waiting to happen! Just like emails never end, neither do blog ideas :)
The other thing to keep in mind is that most of the individuals landing on your blog are from search and have never heard, seen, or read anything about you and your company before. With that in mind you can re-purpose old content - its OK to talk about the same things, because they don't know that you've already talked about it. You can also re-purpose old newsletters, email campaigns, marketing materials, etc.
Content is all around you!
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