The way your customers seek out information is changing, and writing a blog can help keep you on their radar.

It’s natural for a business to want to sell more, and it’s a natural reaction to want to get your product in front of people in the process. This entire process now needs to be done with your customers’ perspective in mind. They have choices and options, and they are not held captive by your marketing – so it needs to be enticing.

No More Blogging Excuses

 You’re busy, and running your business is time consuming. I get it, and you are not alone. You don’t need to be running around chasing marketing fads. Here’s the thing – this one is here to stay.

People have access to more information than ever before. They want answers before committing to a purchase. A blog can help answer those questions. It establishes trust. It conveys you as a leading expert in your industry.

When your potential customers have options, these factors put them at ease. They make readers feel comfortable, a necessary step before they’ll be convinced to buy from you.

I won’t lie, writing a blog can be time consuming. It might require carving time out of your busy schedule, or starting an hour earlier, here and there. But similar to exercise, you’ll notice significant results over time, and discover new business where none previously existed.

The Real Reason for Writing a Blog

Yes, you become that trusted industry resource by blogging. That’s a significant benefit to your customers. But there’s real benefits to you, too.

B2b marketers who blog receive 67 percent more leads than those who don’t. That’s a statistic that should grab your attention. How would your business benefit by significantly growing your leads?

Meeting Your Audience’s Needs

When you operate a business, you have a built in audience. Writing a blog is about cultivating that audience and providing them with valuable information.

So think about the questions you are met with the most frequently, and how you can answer them. Think about the things your customers will want to know. There are a few ways you can go about determining what information will be valuable to your audience:

  • List out the questions you are most frequently asked by individual clients and customers, and then answering them.
  • Ask your customers in person what kinds of questions they may have about your industry, or ask in the form of a survey.
  • Look for popular industry news stories, and comment on those within your blog.
  • Look at how to perform basic actions or tasks related to your industry.

These are just a few ways of creating an impact, and meeting your audience’s needs with the blog you write. There are significantly more, and the options are only limited by your imagination.

The Time is Now

Your customers have an endless number of options. Blogging helps you create a value that significantly strengthens the consumer experience you provide, as well as opening new doors.

As people discover your website, they may only give you a few seconds before determining whether your content fits their needs. If you have a quality blog in place that meets your audience’s needs, they are more likely to stick with you.

Taking Action

The production of content can bring new audiences to your website, but it has to be meaningful. You have a few options when it comes to writing a blog.

You can hire a marketing writer to produce the content for you, or you can write the content yourself. Both options are feasible, depending on your budget, skill set, and other factors.

If you are looking for help in content production, I have a book on blogging and content production called Write Right – Sell Now coming out in October that can help. If you don’t want to wait, check out my free crash course on blogging.

Matt Brennan is a Chicago-area marketing writer and copy editor

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