If you blog about it, they will come.
In the movie Field of Dreams, the protagonist Ray Kinsella hears a voice that says “If you build it, they will come.” Pretty soon he builds a baseball field in his cornfield in which famous baseball players of the past play baseball. As a way to save his farm, he charges people to see the games and by the end of the movie, thousands have come.
The same principle can be applied to blog writing. If you blog about things that others will be interested in, you will eventually build a readership. This is a basic principle in online marketing optimization.
The key, however, is determining who it is you want to come.
Research shows that companies that blog generate 55% more visitors, 97% more inbound links and 434% more indexed pages than companies that don’t blog.
This means that with blog writing, you are doing two things simultaneously: you are writing for present readers, and your future ones. And while you want to keep your current readership interested, it’s almost just as important to think about your future readers.
Because when new visitors arrive at your blog for the first time, chances are they will be reading several of your older posts. They will be evaluating your blog based on your level of knowledge, the amount of experience you project, the quality of your writing and whether you are trustworthy or not.
They will also be reading it with the mindset of “what’s in it for me.”
So when you are planning your next few months of blog posts, think in terms of what kinds of customers you want to attract.
Let’s say you sell automotive insurance and you’ve decided you want to attract more young drivers.
- The first step is to create several personas of young drivers so you can write about what interests them. A persona is based on a combination of demographic profiles and perceived interests and lifestyles. For example, you could create male and female personas of an urban young driver with a college degree, a suburban one who is about to start a family and a small town entrepreneur. Each one of these people has different interests, and they will be approaching auto insurance for different reasons.
- Once you’ve picked the personas of your future customers, start writing to them. If there are examples you want to use, make it about them. Show them you understand their issues and demonstrate ways that can help them. It shouldn’t be about how your auto insurance is better but rather talk about the issues facing young drivers.
- Be sure to include keywords that you know these prospects search for. Think in terms of long-tail keywords, the ones which are more likely to attract warmer leads.
The beauty of blogs is that they live on the Internet as long as you want them to. The more you write about your future customers, the more keywords you use that will attract them, the more likely they will be to find you. If you blog about it, they will come.
Have you had any experience blogging for future customers? If so, how long did it take for them to find you?