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This is a three part article that takes a look into some ideas for content selection, weaknesses in traffic generation, and writing for a special purpose. Looking around at the blogs done by small businesses I have noticed a few things that could use some improvement. I will use Ceramic Notions.com as my example for this three part article to provide some tips when creating a blog for your business. Part 1: Content Selection Choosing topics can be tricky for those new to blogging. On the Ceramic Notions blog, there is an article titled, “Update from Afar”. In this article, the owner mentions that due to military deployment and financial issues, they may need to close the doors. I could instantly see that the owner needed some advice. First, I would not suggest using your blog to promote the “Personal Life” of your business. Some things should not be put directly in front of your customers. The other problem you might run into is chasing away customers, or convincing them to wait for the liquidation sale. Instead, use the blog to promote something that will remind your customers why they need you.
Some suggestions for Ceramic Notions would be blog about how your product can be a wonderful way to bring families back to the basics. They have a wonderful opportunity to inform their potential customers that they can purchase ceramics for children to paint, and everyone in the family can be involved. Ceramic ornaments for Christmas, ceramic pumpkins for Halloween that last forever, and many other ideas are ideal. Rather than writing about the personal side of business, bring your business into the personal life of your customers. Sale items and seasonal items are also very important to blog about in this industry. With Halloween creeping up to us, doing an article or blog entry on “The Best Ceramic Halloween Decorations of 2008” would bring people in when they search for Halloween Decorations. It would also showcase products that are bound to sell quickly. So as you can see, choices in content selection are very critical. Don’t talk about negative subjects unless you absolutely have to. It just makes visitors feel as if they have no reason to come back. Instead of choosing negative subjects, blog in ways that encourage your customers to buy your product. Show clients how to use your product to enhance their lives. Show them the most important items for the time of year. Look at the stores you visit. Seasonal items are right up front, along with sale items. Your homepage is like the front of your store, and it needs to promote products or services that your customers will see and think, “I need that!”. I will talk more about writing for other purposes in part three of this series, but for now, the next part will focus on finding the weaknesses of your website or blog so that you can tailor your blog to fix these obstacles. |
