How to Plan Blog Content That Attracts Ideal Customers
When it comes to blogging for your business, there are plenty of questions that can cast doubt and stop you right in your tracks.
What should I write next?
Will this post engage my ideal customers?
How can I turn my blog into a lead-generation tool?
We hear these questions often, and while they can be common occurrences in the continual effort required to market a small business, they shouldn’t become a roadblock to publishing content and turning your blog into a tool to grow your business.
When these worries come up, it’s usually a sign that the strategy side of your blog could use some strengthening. Working on the plan behind your blog—getting to know your ideal customer(s), honing in on the value you can offer, positioning yourself as a go-to resource in your field—eliminates doubtful questions from popping up again and again. Instead of a mile-long list of questions dragging your blog efforts down, you have a thoughtful, goal-oriented blueprint to guide you confidently along the necessary steps to build a flourishing blog.
One of the key help-you-kick-fear-to-the-curb blog plan components? Content themes.
Every business is different. Your industry, journey as a business owner, and approach to serving customers all set you apart from peers and competitors. But that doesn’t mean you have to reinvent the wheel when it comes to planning out blog content.
In a world of information overwhelm, the purpose or your blog is simple: build an emotional connection with customers (prospective and current). Now, this concept may be easy to understand, and research shows that emotionally-connected customers generate much more value for your business than even highly satisfied customers, but it can be difficult to put in action and achieve results without a content plan.
FOCUS ON THESE FIVE ACTIONS TO CREATE A BLOG THAT BUILDS A COMMUNITY AROUND YOUR BRAND.
You have a wealth of knowledge about your industry and services/products. Tap into it to create content that sheds light on the need for what you have to offer, answers common questions and sticking points, and informs on the steps or process involved with your service/product.
By sharing educational content regularly, you turn your blog into a valuable resource for prospective customers. Whether they are new to your industry and are looking to learn more or are familiar with what you do but have specific questions, you equip them with the knowledge to continue discovering and prepare for the day when they’re ready to purchase.
Becoming a trusted resource builds a bond between you and your prospective customer. By offering up so much value for prospective customers to absorb as they research, you will be top-of-mind when they decide the time is right to buy.
Ease pain points
Any potential investment comes with questions. These questions can quickly turn into obstaclces if left unanswered, leaving a dissatisfied consumer not knowing where to turn or how to move forward, and you missing out on new business.
How do you solve this dilemma? Narrow in on the specific pain points holding people back in your industry. Here are a few ways to go about it:
- Talk to people. What question have they had while searching for a product you offer or similar service provider? What has kept them from purchasing in the past? What factors contributed to their last purchase?
- Call on commonly-asked questions. Your inbox and social media conversations are a treasure trove of questions you can answer in your blog. Look at what current customers asked before buying. and prioritize ones asked most often.
- Think back on your personal experience. At one time, you were learning the ropes in your field. What pain points slowed you down? What did you wish had been easier?
Work through some, or all, of these pain-point gathering steps, and you’ll have plenty of questions and hesitations to resolve on your blog. By addressing their concerns, you show prospective customers that you truly care about customer experience and also save yourself time answering the same customer service questions again and again.
Leave prospective customers feeling motivated and encouraged after reading one of your blog posts, and you’re on the way to building a passionate community around your brand.
It can start small. There’s no need to become a motivational speaker shouting from the rooftops (unless that’s a fit with your business). Tthink about how you can add inspiration to your content to create a more positive experience with your brand and industry.
For example, Emily Ley started designing planners after struggling to find any that met her needs to help simplify a busy working mom’s schedule. She turned that product-based business into a vibrant lifestyle brand that successfully cultivates a community of women looking to simplify their lives to find more happiness and time spent doing what they love.
Often, this inspirational component comes from a natural extension of the excitement you have in your business. Share your passion and be authentic, and you’ll hit home with your ideal customers.
Playing up the fun factor in your blog posts works particularly well when relating to readers experienced with your brand or field, or if you’re looking to instantly capture ideal customers’ attention.
Depending on your brand, entertaining content could make up entire blog posts or take a lighter approach, such as adding a personal introduction to your posts. It’s up to you on how you interpret entertaining ideal customers, but the driving goal is to build a deeper connection that primes readers unaware or friendly with your brand to become loyal fans and advocates.
Lastly, not because it’s insignificant, but because many businesses spend too much of their blogging efforts on sales.
Blog posts make up one of the available tools to help you build awareness, engage with ideal customers, and sell your products/services. What sort of marketing method would it be if it didn’t help grow your business? But direct calls to purchase, without showing up and offering value, won’t boost your bottom line for long.
There is an art to selling through content. And with shortening attention spans and an ever-increasing number of distractions in our lives, it’s critical that you build relationships with ideal customers before asking for the sale.
There’s nothing wrong with being up-front about your products or services, describing features and processes, listing prices, and pushing links to buy, but first, lay out an irresistible roadmap of reasons why your product or service is the right fit for your ideal customer and how it can change their life for the better.
Write blog posts with value as your focus, not just sales, and you’ll have content that’s ready to build those relationships that lead to more sales.
PLANNING YOUR CONTENT THEMES
Now that we’ve covered the actions you should be achieving through your blog content, it’s time to lay the groundwork for your topic brainstorming and post writing.
To start, try for a 1-1-1-1-1 process, where you cover each theme before repeating the series. You don’t have to follow any specific order, but focus on direct sales no more than one per each five posts. And, if you prefer focusing more on one theme or struggle with another, create the custom order you need to best offer value.
Remember to educate, ease pain points, inspire, entertain, and sell with your content, and you’ll build a comprehensive blog that brings ideal customers to your door.