Blogs play a crucial role in online marketing for businesses of all sizes. While most companies pay writers to handle these posts, some prefer to take a more personal approach. As the CEO of your company, you have more knowledge and insight to share than just about any member of your team.
If you’re going to roll up your sleeves and do the dirty work of blogging, use five these tips to make sure you do it right.
1. Use Big Data to Support Your Ideas
People love data. People also want to know that there’s some truth to the claims you make in your blog posts. Including big data in your posts will help support your argument and help build trust with your readers.
Using hard data makes your blog – and business – more credible in the eyes of readers and customers.
2. Use Your CEO Title to Your Advantage
As a CEO, you have a major PR advantage over other members of your team. Publications will be much more open to publishing your work simply because of your title. Use this to your advantage to get press mentions and interviews.
Contact editors and influencers in your industry to discuss syndicating, sharing or mentioning your content. Find out about guest posting opportunities on highly-trafficked sites, or inquire about becoming a regular contributor to major publications.
3. Integrate Products Naturally into the Content
Content can be both useful to readers and promotional for your business. Integrating product messages into your content – in a natural way – can build brand awareness and expand your reach.
One way to do this is to include a call to action at the end of your posts. Plumbing company NuFlow does this on their blog. At the end of each post, they mention their services and encourage readers to call them for Oklahoma City sewer repair. Their blog also includes helpful tips and advice for homeowners, which makes the content both informative and promotional in nature.
4. Be Direct and to the Point
Many CEOs assume they have to write long, drawn-out blog posts that will take tens of hours to complete. But that couldn’t be further from the truth.
In many cases, it’s better to be direct and to the point. Forget the business jargon. Get straight to the point, and be simple with your language. Readers will appreciate your style.
5. Match Blog Posts to Personas
Make every blog post count by matching your topic and writing style to one of your buyer personas. Taking this approach ensures that all of your content is useful to someone who wants to buy your products or services.
Traffic is great, but not all traffic is the right traffic. If you attract 2,000 people with a viral post but no one buys, your content is almost worthless.
Use your buyer personas to create content that they want and need. Solve their problems, and offer solutions through your own products and services.
Targeted traffic that’s already in the buying mindset is far more effective than throwing content at the wall to see what sticks.