When you’re developing a blog as a marketing tool, there’s a lot that you want to consider. Since we’ve already gone through CODA (Content, Outreach, Design and Action), we’re going to focus a little more in depth on the content and utilizing a concept referred to as The Four E’s of Blogging: Education, Entertainment, Engagement and Enrichment. These will all be discussed in separate entries over the next week or so.
Education: One of the things I love most about being in my industry is that I get to teach people more about marketing. I come from a city in New York called Rochester, which was once a vibrant economy. I was too young to remember most of these stories, but to this day, walking around the city, you can see remnants of what it used to be. As Kodak, Xerox and Bausch and Lomb (the big three that were headquartered there) started pulling jobs from the area, Rochester found itself in the middle of a very scary transition. All of a sudden we saw people with these tremendous skill sets unemployed. A lot of these people tried to start businesses, but, since all they knew was how to actually do their job and not run a business, a lot of them failed. Now I don’t know if anyone from Rochester is reading my blog and learning about marketing tools to help their businesses succeed. What I do know that every post I publish gets read by a lot of people and I like to think that it helps them learn a bit, and maybe not become another cautionary tale.
That, to me, is one of the most important aspects of writing a blog. Being able to educate someone on the ins and outs of your industry not only improves your standing as a leader in your field, but it gives you the opportunity to help people understand a little bit more about what you do and why you do what you do.
Besides that, teaching someone how to do your job is a great way to show them why you’re worth what you’re worth! I always say that the best way to get someone to ask you to do something for them is to teach them how to do it themselves. It’s one of the reasons I’m a huge advocate of seminars and workshops. There’s a reason that you’re in business. There’s a reason that you’ve chosen the industry you have.
Show your customers that.
Show your prospects that.
Hey, show your competitors that!
Figure out how to become an educational force and not only will people keep coming back to you to learn, but they’ll come to you to get the work done, too.