I am often asked this question, during my internet marketing seminars. The short answer is: “Yes, you should blog and you should write about your customer’s needs.” (Read on to discover the longer answer!)
Your blog should reside within your website (just like this one does). If you blog regularly, you will automatically be adding more content to your website. As you know, ‘Content is King’. More content = More keywords = More material for the search engines to find.
Here is a definition for you. A blog is an online journal. Think of it as a diary. Now, the thing about diaries is that they can be full of drivel or they can be packed with literary gems. The diary itself, however, is a series of blank pages, waiting to be filled in (just like your blog entries).
If you are reading this blog, I’m guessing that you are an independent professional, business owner or marketer. What do marketers think about? The answer is ‘customers’. Attracting them and keeping them. That is their raison d’etre.
Your business blog should focus on your customers and their needs – in relation to the products / services which you market. The key is to see your business from your customer’s perspective. Write interesting, useful, helpful, up-to-date and relevant blog entries, with your customers’ needs in mind.
Then think about the keywords and phrases which are relevant to each segment. These are the terms which people enter into search engines, such as Google. I suggest that you have an up-to-date list of the keywords, which you should include within your blog entries, website articles etc.
Another question I am often asked is “how often should I blog?” The best known bloggers, such as Seth Godin, blog (almost) every day (and sometimes several times a day). I suggest that you blog at least a couple of times a month and, ideally, once a week (* gasp *).
I wish you all the best with your marketing!