Blogging can be a fantastic way to connect with your
market. And it can be a huge waste of resources. Your success depends on how
well you plan and implement. Here are a few rules to help you make it work for
Rule 1: Forget blogging. Think content.
A blog is just a communications tool. Use it to connect with your target
market. That only works if your target market is online and is searching for
what you plan to blog about. Make it relevant to what they are searching for.
Otherwise forget it.
Rule 2: Inform and educate. Do not sell.
Whatever content you choose to blog about, make sure you are doing it to help
people. Your goal is to help them be better informed so they can make a better
buying decision. Your content needs to be useful to your target market. Pitch
products and you’ll have no readers.
Rule 3: Be real.
If you decide to blog, accept that its power comes from authenticity. Blogs
enable the writer to connect with readers in a very personal way even though
they may be thousands of miles apart. Not a small feat! You accomplish this by
being genuine. Just speak from your heart, not your marketing or legal
Rule 4: Commit resources
Assign or hire someone to write the blog. It could be one person or a group.
Make sure they write on a regular schedule and they stick to it. People come
back for quality, timely content. Once a month or once a quarter does not cut
Finally (and most importantly) for your blog to be useful to your
organization, it needs to reach the right people.
Some blogs have huge readership but very little commercial value because the
readers don’t fit the company’s target market. Others have small readership
numbers but are extremely valuable because the readers want and need what the
company behind the blog does.
The key with blogging is to remember it’s just one tool among many you can
use to communicate with your customers. Don’t let the trendiness of blogging
draw you into it for the wrong reasons. Plan your marketing first, then pick the
right tools to best implement your plan.