Do your research
No matter how much you know about your industry, there’s always room for more research.
You should fully understand the latest information within your field in order to guide your audience in the right direction. Finding studies, data and statistics may also help your audience to understand your point more, but you should always ensure you’re sourcing the right information: the most up to date you can find and the most relevant to your audience.
Remember to always link back to where you found your research – if your audience wants a deeper understanding of a certain topic, making it easy for them to do that will earn you their trust.
Address your audience’s pain points
Figuring out your ideal customer or client’s pain points and looking to address them in a blog post is the best way to hook them in with your content.
You may be able to find these pain points by asking your current clients for their feedback, looking at any frequently asked questions or comments you’ve received on social media, or – see above – by doing your research! Websites like Answer the Public can help you discover what people are searching for online, giving you a source of inspiration if you’re not sure which topics will be most meaningful to your audience.
Once you’ve settled on a topic, attract them with a title that speaks to their needs and ensure your blog post addresses the problem directly, leaving them without doubt. This communicates to them that you value their time and that you’re an expert in your field.
Find guest bloggers
Despite knowing your industry well, and doing extensive research, sometimes there may just be a better person to convey the message. This is where finding a relevant guest blogger may come in handy.
For example, let’s say you’re a marketing agency talking about the value of working with influencers. You could write that blog post yourself because you understand and have researched the value of working with influencers. Or you could find an influencer relevant to your audience to write that blog post from their perspective, really highlighting the success they’ve achieved for brands they’ve worked with in the past and offering creative ideas and suggestions.
Not only is guest blogging a great collaboration which may expand your audience reach, but the right guest will help to provide their own valuable insight which can be a meaningful takeaway for your audience.
Don’t be shy – share your knowledge
Far from giving away all your secrets so that clients never need to pay you for your services, being able to share your knowledge with your audience in a blog post will actually highlight your expertise, making you their go-to resource in a time of need.
A blog post can be a great jumping off point for people in your audience to understand a topic better, even helping them to see the value of the service you provide. By delivering meaningful content, your audience will trust that you are the expert. They’re satisfied that they’re taking away the answers they came to your website looking for, but they also know exactly where to come back should they need your services.
