Every great blog solves a problem
Mark Twain once said, “Books are for people who wish they were somewhere else” and I would add “and blogs are to help them get there”. You see every great blog tells a story; it has characters, conflicts or problems and a resolution.
Even here in the frog photo there is a story.
The frog’s Mona Lisa-like smile shows that it’s a very happy frog just sitting in the sun. This frog wanted to sit in the sun all day.
But it had a problem: the sun kept moving and as the shade advanced the frog had to inch along the flax leaf to stay ahead. The frog is the character, the advancing shade creates the problem or conflict, and the resolution involved hopping into the sunset.
Likewise, a great blog writer makes that human connection with your customers. It asks what are their questions, doubts, concerns, and problems? A blog shows your readers that you understand where they’re coming from and suggests a way to solve the conflict in their lives.
The best blogs add real value to people’s lives
No doubt your target audience has bigger problems than lying around in the sun all day but a blog doesn’t just tell people to buy a certain product and all their problems will disappear. That approach doesn’t work anymore because people are immune to the hard sell approach.
The trick is to build empathy first. Truly effective blogs start up a conversation with your readers. You have to share your story and remember as Simon Sinek says, “People don’t buy what you do, they buy WHY you do it.”
That ‘why’ grows out of your brand story; it’s your reason for being, for your existence as a company. Blogging is a great way to share with people why you do what you do and more importantly why they should care.
Content, and that includes blogging, plays an important role in helping people to move down your conversion funnel. Indeed, according to HubSpot, 47% of B2B buyers will consume 3 to 5 pieces of content before connecting with a salesperson. Start by offering something of real value: valuable solutions to their problems, something they can take away that will make their lives better.
A great blog builds a site’s credibility with knowledgeable writing. There is so much rubbish on the web and you certainly don’t want to add to it with meaningless, poor quality content. But quality content will turn strangers into site visitors, convert them into valuable, qualified leads and customers, and continue to keep them coming back for more.
And when you consistently offer your readers real value you increase the perception of your brand’s integrity. This is great for search engine ranking too. It’s a win-win for everyone.