If you missed the Part One: WHY SHOULD I BLOG, you can read it here.
Part Two: WHO and WHAT?
Now we have established WHY you should be blogging, the next step is to pin down WHO are you, WHO you are writing for, and WHAT you could write about.
Go grab a lovely big A3 piece of paper, a sharp pencil and a cup of coffee and let’s figure it out.
Who are you?
What is your ‘why’ behind your brand? What is the story, the passion, the reason you are doing this? How are you going to help people?
What are the qualities you want to convey? What is the connection you want to make with your customer? How do you want them to feel about you?
Connecting to the person and the story behind a company can make a huge decision to a customers decision to do business with you.
Who are they?
It is absolutely vital you put a solid amount of time in to figuring out your niche.
Who is your ideal customer? How old are they? Are they male or female? Are they an entrepreneur, an employee, a freelancer or are they a homemaker? What are they worried about? What magazines do they read? Where do they socialise? Are they tech savvy? Do they want to be? Where do they live?
What are you going to write about: the big question. Again, I recommend a nice crisp A3 sheet of paper and a sharp pencil. Start brainstorming ideas.
Start very broadly:
What are the interests, thoughts and topics that are linked to your business and interesting to your target?
What are the questions customers tend to ask you?
What are the challenges they face?
What do they believe you are an expert in?
Then do a bit of research:
Look at other blogs, magazines, websites related to your industry – what are they writing about?
Ask your customers – do a formal survey or just call them up for a chat. What are they confused about? What do they find mysterious about your industry? What information would they like to have access to? Who do they admire? Where do they want their business to go? How can you help them?
Let these questions and thoughts sit at the front of your mind for a few days – once you start thinking and talking about these questions the ideas may pop up at different times. Write everything down.
Then, take it further by looking at different types of content. There is so much you can do which can tie in to all of the above:
Customer profiles or interviews
Profiles of people in history
Profiles of partner businesses
Guest posts from partner businesses
Links to relevant articles around the web
Information about a package / rate you offer
Write-up an event you held
A day in the life in your business
Business background stories (focusing on your WHY)
Beginners guide to..
FAQ about your business
And don’t forget videos and podcasts!
Keep the WHO is mind during this – who you are, who your customer is. Keep the ideas flowing – write everything down! Keep going, keep researching – the more ideas now, the better. Don’t worry about relevance or titles yet, just keep writing down ideas.
Next week we will talk about the HOW.
How does this brainstorm of ideas get turned into a structured, planned social media campaign? How is this going to be manageable for me when I have so much going on?
This article was written by WoolfWorks founder, Michaela Anchan and was featured in Executive Lifestyle.