Startup entrepreneurs rarely talk about all their spare time. Between funding, operations, R&D, marketing, sales – there’s not enough time in the day to get it all done. So why should you add blogging to your To Do list?
Whatever your industry or model, if you’re in the business of finding customers, blogging can help.
Here are five ways blogging can help your startup:
1. Demonstrates Your Value to Potential Customers
Every startup offers a product or service that solves a problem. Your blog should solve the same, or similar, problems. Make a list of the key problems your company solves. Then think about how a potential customer might Google a solution to one of those problems. That list should be the start of a blog inventory and will help define the lane in which your company blog will drive. We can’t be experts on everything. Know where your expertise lies, and focus on creating solutions in that space.
A word of warning…entrepreneurs are passionate people, and that passion extends beyond our professional universe. Infusing our content with our personality and passion for life, sports, travel and family is a great way to engage readers and build a brand. Using our content to position ourselves as the worlds’ greatest living expert on fill-in-the-blank-hobby is not. So instead of writing a blog for your marketing business titled “10 Reasons LeBron James is Better Than Michael Jordan”, consider writing ”10 Lessons From LeBron James on Personal Branding”. Your argument for King James would make for fascinating conversation over pints at the local pub. Not as useful on your company blog page.
Solve problems. Be a subject matter expert. Stay in your lane.
And for god’s sake, don’t throw shade at MJ. Seriously.
Related blog: Create a Limitless List of Blog Post Ideas.
2. Builds Your List of Contacts and Leads
When we are actively creating content that builds value in our target market, it feels like gaining repeat visitors to our website would be a natural development, right? Not really. Given the glut of information available online, potential customers are searching for an answer to their question, reading a couple of articles, and moving on with their day. Absent the threat of litigation, disease or pestilence, they may not be taking note of the exact source of the advice. Which is why problem-solving content on your website should be surrounded by specific calls to action that encourage sign ups and help you build your infrastructure for future marketing. Once they've received helpful information from you once, they are more likely to sign up for future emails and offers.
Like this call to action on our website, which requires an email to download.
If your ideal client is an HR director, and you consistently develop content that answers her questions and solves her problems, she is more likely to find you online, identify you as a subject matter expert and subscribe to your email list to receive even more problem-solving content. This is another reason to stay in your lane – the first LeBron-James-is-King-of-the-World post she receives in her inbox will likely be the last she receives from you as she moves her cursor over the “unsubscribe” link. Clients are too busy and too protective of their time to tolerate our ego posts.
3. Improves your SEO
SEO is complex and confusing. But it’s important. So stick with me. Google is automatically searching your website every day for a multitude of indicators they use to determine whether your site adds value to the universe – and more specifically, the Googling Universe. One of the keys to keeping the algorithmic gods happy is creating fresh content that is solving problems for Googlers. You don’t have the budget to put a billboard in front of every potential customer driving home, so focus on helping them find you organically by creating problem-solving content on the digital superhighway.
Overwhelmed by SEO best practices? Download our easy SEO workbook: 17 SEO Myths Debunked
4. Demonstrates Company Culture to Potential Employees
You may not be in the market for 50 developers or sales execs today…but you will be someday. Start thinking about the kind of personalities you want to hire and the culture you want to build. Write accordingly. Is service a key differentiator for your company? Then introduce service concepts in your blogs, ensuring an authentic, customer-oriented philosophy is present throughout your content.
5. Attracts Investors
William Zinsser famously said, “Writing is thinking on paper.” Funders may not ask if you’re a good writer, but they’ll sure want to know you’re a good thinker. Creating problem-solving content in your authentic voice is one of the best ways to demonstrate your expertise and differentiate your work from competitors. Don’t tell investors you can create value for customers – show them.
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