If you’re like most business owners, you’ve struggled with your blog at some point.
If you have a blog, you’ve probably thought, “I need to create a blog post today — and I have no idea what to write!” Or if you don’t have a blog yet, you may have been told you need to create one, but you’ve shrugged away the idea because you can’t figure out what you would write about.
Perhaps you’ve thought, “My business is boring. They’re nothing I could write about that would be sexy or interesting.”
If you’ve struggled with your blog (and writing blog content), I’ve got a great solution for you. It’s simple and relatively easy to implement.
But let me back up a bit. At the conference this week, I attended a session with Marcus Sheridan of River Pools and Spas. During his riveting talk (which was one of the best speeches I’ve ever seen), Marcus gave the audience a powerful blogging tip. He called it “The Golden Rule of Content Marketing.”
And the rule was — “They ask, you answer.”
When he started a blog for his pool business, Marcus took a simple, powerful approach — he decided to answer all the questions that his customers were asking about fiberglass pools. Not exactly sexy, right?
But his approach really, really worked. He answered questions like, “How much do fiberglass pools cost?” and “What are the problems with fiberglass pools?” that no one else was answering online.
Marcus wrote blog posts on each of his customers’ questions (in fact he just turned each question into the headline of a post) and received THOUSANDS and THOUSANDS of visitors and leads from his articles.
People linked to his posts and emailed them to friends and family members, and Marcus brought in an avalanche of search engine traffic to his posts.
During his presentation, he shared how much revenue he brought in from some of his simple articles, and the numbers were astounding. One blog post alone brought over $250,000 in revenue.
Sounds simple, right? I’ll bet you can easily think of at LEAST ten questions your customers have asked you in the last six months — and I’ll also bet you can think of answers to those questions that you can easily turn into blog posts.
No, it’s not sexy. But this Golden Rule helps you create useful content that your readers and prospects will absolutely love. It increases your credibility, and vastly increases the likelihood that your reader will buy from you.
Because here’s the secret no one talks about in my field — the more pages on your site your customers read, the more likely they are to buy from you. If a customer reads 30 pages of your content (meaning, 30 blog posts) they have an 80% buy rate.
Let that sink in for a second. If one of your prospects reads 30 of your blog posts or articles, 80% of them will purchase something from you. And of course, it kind of goes without saying that the best your content is, the better that buy rate will be.
Your assignment for this week: What kinds of questions can you answer for your audience? Write your questions down, and start writing today.
And if you haven’t started a blog yet, that is step one — talk to your web guru about adding a WordPress blog to your site.
Then start answering those customer questions. I guarantee, if you answer those questions in a compelling way, you will thank me (and Marcus Sheridan) in six months.