It may seem an odd question to some but one of the most frequent questions I answer from people new to their own domain is, “What should I write about?” The question is valid, and deserves a solid answer. In order to properly answer the question, especially for business purposes rather than personal use, it is imperative to know a little more about the business, the site owner, the target audience, and the expect results. With this knowledge in hand it will be much easier to determine a set of topics for the blogger, or site owner to address. Keeping in mind the need for the answers to these questions let’s take a look at how I may advise a client in a coaching session.
What does your business offer to your clients?
Once we know what your business offers we can establish a mile-high view of what you should begin writing about. Other than the obvious, I am a real estate agent, or I am a used auto broker, there are details within your particular niche. In online marketing or search engine marketing we call these “long tails” although I prefer the old school word “highly targeted market segment”. Long tail is an abstract which is supposed to demonstrate the small end of the funnel by using the image of a brontosaurus to draw a parallel. That’s okay, I don’t really get that either.
Using the example of a real estate agent who writes for her own blog let’s look at some tip of the funnel ideas to help draw readership and encourage interaction from the site visitors. First off the term real estate, as of the writing of this article, returns about 1,300,000,000 results. In words that is over one billion search results. If one were looking for a haystack in which to hide a needle this would be an amazing place to begin. Let’s add the name of a mid-sized state like Georgia. By adding the name of the state, Georgia, the search results are trimmed all the way down to 1,200 on Google. However, this is not necessarily the direction we want to go. First we want to make sure that the search volume is high enough to make it worth our time blogging about “real estate in Georgia”.
Finding the number of searches for a particular keyword or keyphrase is simple if you have a Google AdWords account. Anyone can get one, and they are free. Making use of the Google Keywords Tool is quite simple, and I have included a short video hear to demonstrate.
Give tips on what you know, and what you do.
Many years ago someone asked, “Aren’t you afraid if you give away all of your secrets no one will need your services?” No, actually I am not afraid of that at all. Not everyone has the time, talent, skills, or tools to accomplish what I do. Therefore, I write articles just like this one. It is my hopes that my articles help many, and a few come to me to have me do the work for them. So far, so good.
Write about what you know about, and help people find it easier to trust you as the go-to expert in your field.
In keeping with the real estate marketing scenario any agent should be able to write about the process of buying or selling real estate. Most first time buyers do not know how important it is, for example, to have a professional home inspection. Many sellers do not realize how much more attractive their home will be after they purchase a home owner’s warranty for the new owners. It is not important that everyone know the agent receives a thank you check from the warranty company. It is important that people are aware of the power of such a tool.