It’s hard, isn’t it, to provide value and original content for your blog reader over a period of time? Yet, most of us have a huge reservoir of expertise that we need to tease out of the recesses of our minds.
Here are five ways of jogging your memory, stimulating your creative juices and providing a go-to stimulus when inspiration becomes tough.
Show your readers how you solved a common problem in your area of expertise. Give them a template so that when a similar situation crops up, they have a guide to follow. Case studies are often cited as a way of doing this but move from the particular to the more general. The bonus is that this approach will be brim-full of your keywords.
2 Tell a story
I am indebted to Andrew Thorp and Sarah Knowles of MojoYourBusiness for helping me with storytelling through their Speakeasy Groups™ events. According to Andrew and Sarah, there are only five common types of story. A more powerful way to communicate with our audience is to fit our post into one of these types of narrative framework:
2.1 The quest: people find it easier to get behind you if you’re clearly on a mission. They can admire your zeal and what you stand for rather than what you do. Simon Sinek presents a simple but powerful model for how leaders inspire action, starting with a golden circle and the question “Why?”
2.2 Stranger in a strange land: if you’re a small business, perhaps you moved from the corporate world and started working with SMEs, bringing better systems and professionalism to a new arena? It shows a certain humility that you didn’t know it all at first but you’ve gained from the experience and, over the years, you’ve adapted and grown.
2.3 Love story: one way of incorporating a love story into a blog post might be explaining how two matches came together – customer and product – perhaps through unlikely circumstances, or not in the way you anticipated, and it’s turned into something deeper and longer-lasting than a business transaction.
2.4 Rags-to-riches: In business, this translates to great case studies. Michael Margolis (Your Story is Your Brand) prefers the description ‘before-and-after stories’. If you can show how you’ve moved a client from a poor situation to somewhere significantly better, it’s a great way to demonstrate the value you bring to people.
2.5 Revenge: every post is enriched by a fight between good and evil, even if it’s a metaphor. Channel your energies against the “system” rather than your competitors and fight the cause for your customer.
3 Provide useful resources
4 Explode some common myths in your business area
Over the past few months, I have been explaining to businesses what Google+ is and what it can do for their inbound marketing. The myth is that it is just another social media platform and, of course, it is much more – and less—than that! Explode a common myth in your industry to show that you are original and worth-knowing.
5 Interpret data into usable action
Data pours out of nearly all business activity but few take the time to understand what it means. Even fewer translate that into actionable information for time-poor management. If a new survey comes out, interpret what it means in everyday terms for your audience.