I’m going to take a minute today to talk about something that seems to be a sensitive spot for a lot of business owners: your blog.
There’s been a lot of chatter lately about blogs after Slate published this article called “Why Does Every Online Recipe Begin With the Preface to a Personal Memoir?”
Yikes! Foodie bloggers and health & wellness bloggers alike felt a little attacked after that article. I mean, how can you not be? It’s basically saying “Hey, I only want you for your free content.”
The article was shared in several Facebook groups I belong to and let’s just say there were a lot of opinions.
👍 “I totally agree! Just give me the recipe.”
👎 “Reading the story behind the recipe is the best part. Why choose a blog over a cookbook if you don’t want to the story?”
💁 “It sounds to me like the author of this article isn’t familiar with SEO and brand-building. Their loss 🤷”
👀 posts GIF of Stephen Colbert eating popcorn
Personally, I agree with response number three: it’s highly likely that the author of the blog knows more about their audience than a random Pinterest user searching for a “no bake cookie” recipe.
Which brings me to my point: having a blog on your website is extremely valuable… if you’re using it right.
The blog is a sore spot for a lot of business owners. We know we need one, and may already have one, but we don’t know what to do with it. For a lot of us, coming up with blog content is right up there with “schedule root canal” and “scrub the toilet” on our list of things-we-should-do-but-don’t-want-to.
Your research phase is crucial— before you can speak to your dream client you need to know your dream client. Things to know about them include:
Once you know that, proceed to the next step.
What are your clients talking about in your industry? What are they complaining about? What short, simple problem can you solve for them that will make them say “YES!”
Figure that out and head to the next step.
Now is where you shine. Solve that problem! Offer that value! Show your current, potential, and future clients that you know where they’re struggling and just how to solve it. Make sure you’re using the language you researched in step one, and then…
Optimize that ish! That research you did regarding search terms comes in handy here. Just remember: organic and natural is much better for readers and Google rankings. Use your keywords where it counts, like in the title and a sub-heading, and sprinkle them in the text only where appropriate.
What do you think? Ready to go write a kick-ass blog post now?