Content Marketing

Why Your Product or Service Needs To Be Blogging

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This one goes out with the intent to all of the product and service sellers out there. You really do need to start a blog and maintain writing on that blog! I know I know this sounds like a complete hassle for two big reasons:

  1. I know that you do not have the time.

  2. You have no idea what parts of your products or business to write and share.


Here’s the thing; blogging helps your audience connect with you differently. Sharing your stories will help them relate to you and develop a different level of a relationship than you have on social media. Not only does blogging mean that your audience feels a connection with you it also means that Google loves you because you are showing the Google algorithm that you are a current website and this, in turn, helps boost your SEO and ranking.

As a product seller and any business, you need to have the mindset that the purpose of your content marketing strategy is building that “know, like, and trust factor” because the more ways you are pumping content out there that content is working for you to turn into a connection and connection turns into currency.

We all want to sell all of the things right away off of our website, but in the times that we are in, we have to work harder because chances are there are more people out there offering the same thing that we have to offer.  We need to set ourselves apart, with the goal of getting these potential customers to subscribe to your email list or directing them to another platform that you would like them to learn more about you and follow you. The road to the intent to buy or book can be painfully long these days, and the only way to shorten the distance between marketing to the point where a wallet comes out is to build an actual relationship.

Now you’re thinking, “But I’m already using social media as a sort of microblog for my products and services.” To this, I say fantastic, however, using social media as a blog for your business is handing over the rights of your content to social media and it’s not doing any SEO favors to the website which customers can buy or book you from. Blogging on your platform provides an SEO boost to your site, while also providing value to your audience. Building and focusing your core content out via Instagram or any other social media source is not going to offer that same or any return on the time investment. Look at Instagram or any other social platform as creating a lead for your audience to connect with you another way. Work on creating lead generating content there that triggers a response from a user to click your website to learn more about you and your products.  By having current blog posts on your site that your audience can stumble upon and read is going to help you create a connection which will in time lead to the exchange of currency.

Having your content on your site also helps when people are searching for you on Google. Having your content current and living someplace on the internet gives your SEO a massive boost, which will cultivate long term growth because your content isn’t on a death march to die in an algorithm 72 hours after you post it.

So how do you do it?

Blogging today is much different than it was when it first came out.  In its popularity, which btw lead to influencer marketing, we used to sit in front of our computers with our cups of coffee and read the latest post on whatever lifestyle blogger we were following. Much like how the generations before us would sit at the kitchen table and read the morning paper over their coffee or breakfast.  While both these ways of consuming content are pretty much extinct writing and maintaining a blog puts searchable words to what you do out onto the world wide web. These words are what your target is searching for and the key to getting your target of potential customers to find you and learn more about you.

In a world where consumers being fed content every day, you will need to be more strategic, creative and mindful about how and what you are blogging. The goal here again is to thoughtfully gain the attention of your target market and convert them to your email list, to speak directly to them, earn their trust and eventually have them make a purchase. Some ideas on what to actually write include: talking about yourself, how you got started, educate them on a part of your business, talk about what you are currently working on or what is inspiring you.

Stop stressing, you do not need to be blogging every day, because that is craziness and I know that you do not need one more marketing thing to add into your daily mix. You could start with a few basic posts that are full of crucial relevant search words for your product and continue to post twice a month or even a monthly post about new products, services or what you have been up to.

Remember, whatever content you are putting out there, it creates a connection that will eventually create currency.  Content creation doesn't have to be hard, but it's just going to be time-consuming. The overall goal of your content should be getting eyes on your products and offerings enhancing your site's SEO and triggering your target to signup for your email list so you can connect and talk directly with them, if they happen to purchase at first look then that’s even more amazing!

If you need help with this, I offer one-on-one coaching sessions as well as a FREE monthly 20-minute speed session where you can ask me anything related to your business's content marketing plan and management.