One of the first presentations at BlogWorld New York 2011 was Dave Murray’s “Building Your Content Bubble.” There were a lot of valuable take-away tips from Dave’s session, but overall, I think one of the most important points was this: You need to become a resource.
As you start blogging, it makes sense to focus on a very specific core topic, and you can start to expand to include related topics, passionate pieces, and sharing other content. But above all, as you’re planning your posts, make sure that they’re not just hard-selling your product. As Dave put it, there’s a lot of I in content creation, but by turning that into YOU (i.e. reflecting the reader’s wants), you’ll be able to build a blog (and a brand) that resonates with people. Help people. Become they’re go-to resource for your topic.
Think about it this way – if you were a car lover, what would you read: a company’s blog post that was nothing but a press release about new steering wheel covers and a pitch to sell it to you – or a post called “Ten Car Parts You Need – and Might Not Own” with a pitch about your steering wheel covers at the end. Which post would you pass to a fellow car enthusiast? Which post would you tweet? Which post would entice you to leave a comment?
And most importantly: Would you come back?
I thought Dave’s presentation also hit on another key point: the need to stop hiding behind the computer screen, especially for small business bloggers. If someone leaves a great, thought-provoking comment on your blog, it’s great to comment in return, thanking them for their opinions.
But it’s even better to email them and ask for a phone number so you can call to discuss their views or even set up a time to meet face-to-face. BlogWorld proves it – in-person networking is still not only relevant, but necessary. Content creation is communication, and it shouldn’t be a chore. So, talk to your readers and find out how you can help them – and don’t be afraid to pick up the phone.
Thanks to Dave Murray for a great BlogWorld NY 2011 session. Dave works with re:group, an integrated marketing communications company focused on creating and maintaining relevant, powerful brands, which you can follow on Twitter @regroupinc.