Content Marketing and Company Blogging go hand in hand.
Years ago we used to keep personal diaries & journals of thoughts, private notes and the latest happenings of the day. We did this simply for keepsake value and to pass down the stories as we grew older. Simple, human stories of first dates, first homes, the children growing up and fun things that made us smile when reminiscing.
Then along came Technology and the Internet …
By now you’ve no doubt noticed a dramatic reduction in the number of Christmas cards or letters from friends you receive. Thanks in no small part to the almighty onslaught of data from the internet including Email, Facebook messenger and texting. When do we really ever get to unplug anymore? Up to the second messages. Handy? Maybe. Sad? Perhaps. Inevitable? Well… therein lies the crux of the issue.
In this age of quick fixes, band-aid solutions and instant gratification, I find that we’re missing the stories both personally and in Business and when talking with clients these misses sadly now seem to be a constant. And it’s a shame. When I go into meetings and mention the terms Content Marketing or Company Blog, I am usually met with odd facial gestures, raised eyebrows and the inevitable question of “Blog! About what? I don’t have anything to say…”
Content Marketing – at its core – is Story Telling
Stories will tell your customers who you really are. They can help convince leads of the real reasons why they should do business with you. Content Marketing, at its core, is simply telling the stories that surround us every day. These stories are in the very bricks and mortar of the walls around you right now. They are palpable, if you just take the time to look and feel. They dwell in the offices, the lunch rooms and the company delivery vans. Stories – always there but no-one really looks for them anymore.
Many employers will tend to designate one person as the resident Blogger and place them in charge of content marketing for the company. That’s completely understandable for a small & micro business but remind yourselves of one simple fact: one person will only ever have their own viewpoint.
Professionally, I caution clients against this fall back method of content marketing and blogging for the simple reason I believe in never having all my eggs in the one basket. I would much rather diversify the view points, opinions and tales. Stories should come directly from the people because it’s the people who really make the business in the first place. Without them and their day-to-day quirks, the business would cease to exist.
Content Marketing Tips for Company Blogging – 4 Quickies:
- Stories tell the human aspect of a business, it’s value for existing customers and potential value to new leads. Our customers are humans – so what better way to imprint on them?
- Yet, sadly most of these stories are seldom ever told. Perhaps to the fortunate few at the company picnic or retreat. Your very best content marketing is right there in the stories that surround you.
- To use an analogy, each and every Blog Post or piece of content brings new ammunition for your search engine gun. Each post should be optimized to appeal to one specific search term (keyword phrase). So, the more you have – the merrier, right?
- Always be on the lookout for odd keyword phrasing – simple phrases that may not directly fit your business. Did the likes of Budweiser & Coca Cola get by solely advertising nice, cool, refreshing drinks? No, they used horses playing football, pretty girls, crazy camping trips in State parks and everything else they could think of to create and then continually break that mold. So why are you boxing yourself in?
Content Marketing – Case Study :
If you have a product that appeals to multiple age groups and sectors then you should be planning your next Blog post to cater to that niche and target them specifically – almost by name. I often talk about laser beam targeting and this is a prime example of just how to aim that laser. A good tactic here will be to have a younger team member (maybe even a trusted intern) write a post geared to the 20 somethings and millenials (they are one themselves, so who could have a better finger on the pulse?) While a more seasoned approach should be taken when trying to appeal to the 50+ age group – makes sense right? This way both sides communicate and understand each other at the same root level.
A common complaint I hear from clients after attending conferences and workshops is simply “I didn’t get what the heck the guy was talking about!” Who hasn’t sat in a room or presentation cringing from the obvious fact that the speaker is losing the room? Talking away at a 10 to a roomful of 4-5’s is a huge miss. Not being able to see and react to that miss is a reason for dismissal. “Well you came the wrong presentation then” the speaker often says. No – you missed the point buddy! We see this every single day.
Always remember that your clients often will not have the same background as yourself. They don’t work with the things you work with every day. Match the right voice and viewpoint to the right demographic and you’ll have a greater chance of hitting that home run or at least playing in the same ball park every time. Matching the wrong one makes us look dumb or worse uncaring and can only be noted as a failed opportunity.
Truly effective business communication comes from reaching
and interacting with the client on their level – not yours.
With Content Marketing, Timing is everything…
A company that ships nationally should pay very close attention to the timing of their Blog posts or updates too. Let’s say a firm based in BC wants to promote their latest, greatest Widget 2.0 so they craft the mother of all blog posts to launch, plan their timing and they let it fly at 7:05pm PST. Sounds great right? Not really…
What are they missing? Well how about Ontario and everyone on the Eastern side of the country for one? By the time that post goes live, more than half the country and probably about 60-75% of their potential customer base will be tucked up all nice and cozy in their beds. #fail
A better content marketing tactic in this instance would be to design and plan geographic based Posts and then post them to correspond with that time zone. Huh? Okay, let me explain – post something about Ontario to Ontarians in their prime time. Make more sense?
And now for the real smarty pants out there – Why not combine them all?
Post the 20 something post about Ontario and what the new Widget 2.0 can bring to Ontarians in their prime time evening slots.
Post a more finessed article about the BC benefits of the new Widget 2.0 to cater to the 50+ age group in BC during their prime time slots.
< Rinse and Repeat and vice-versa >
Makes more sense now doesn’t it?
Content Marketing Strategy
So by following these content marketing strategy tips on your Blog, you should now have the basis of a strategy to appeal to your specific audience (wherever they may be) PLUS some simple, proven tactics to put them into action today.
Let me know how you make out too eh?
Thank you for taking the time to read my post on Content Marketing and Company blogging, I appreciate it 
MAC5 is a Web Design & Strategic Marketing company that helps business target, connect & engage more with their customers. Our goal is to help build lasting relationships that will flourish and grow over time. We also provide Consulting services for Social Media Marketing and Blogging as well as web design & troubleshooting of websites regardless of format or language.
Our initial consultation is always FREE and the straightforward advice you receive could save you both time and money.