by Paul MacKenzie-Cummins
Your blog, whether on your company website or LinkedIn Publisher page, needs to address the needs of your audience. It needs to answer two questions (and excuse my language in advance) – ‘Why should I give a crap about what you have to say?’ and ‘What’s in it for me by reading your post?’
Fail to understand how to answer either of these two things and your beautifully crafted blog post that is the literary equivalent of the Mona Lisa, has as much chance of being read or shared as Liverpool has of winning the Premiership this season (that said, I am an eternal optimist!).
So what style of content gets the attention of your readers? There are 4 styles of content that work:
1) Information: This sort of post communicates the news.
2) Analysis: This post looks at what the news means to your audience.
e.g. “If proposed Anglo-Spanish talks fail, what could the implications be for UK’s post-Brexit trade negotiations?”
3) Help: This is ‘information marketing’ at its best – it provides answers to a question, need or concern of your audience. It is the How-to format which borders on the role of consulting (even customer service).
e.g. “How Gibraltar’s exclusion from Article 50 letter to Jean-Claude Juncker could see ‘UK’ remain in EU…well, part of it at least .”
4) Timely: To be truly helpful your blog posts need to appeal to the right people at the right time. During the recession, job boards were guilty of recycling careers advice that was only relevant to supporting job seekers during buoyant times – what the hell was the point of that? Be relevant, be timely, tell it now.