Editor’s note: This post was originally published on 8/3/16 and has been updated for accuracy and comprehension.
This is the fourth blog in a series of articles covering inbound marketing for motivational speakers and authors.
Catch the series here:
You’ve probably heard this before: Blogging works.
You have to do it.
Why aren’t you doing it yet?
You aren’t hearing this advice because it’s glorified. Blogging for professional speakers and consultants works, especially as part of your inbound marketing system.
Here’s how to start a blog and why this one factor will help power your entire marketing campaign.
The four pillars of an inbound marketing campaign are to attract, convert, close and delight customers.
One of the ways to attract and convert an audience is to start a blog.
You need to educate your audience, help solve their problems, show them the viability of solutions and more.
You can’t shout it from the mountaintops. If you do, chances are, you’ll be shouting to an audience of none.
But inbound blogging can give you an effective platform to speak to a rapt audience – one that is interested in what you have to offer.
The first thing you need to do to begin blogging doesn’t involve writing at all. It requires that you get to know your audience – or in inbound marketing speak, your buyer persona.
You see, you need to shoot at the right target (or audience) before you start writing.
Here’s why. If your products are self-improvement books, workshops and keynote speaking, your audience should need these same things.
But this is still a broad audience. You need to know if you’re speaking to:
Do you see how each audience would require a different approach? And how you COULDN’T write to ALL audiences?
Once you know your audience inside and out, then you can move onto the next step.
Write for your audience.
That’s the biggest piece of advice we give professional speakers when they want to start a blog.
Sure, there’s SEO to worry about. And your sales funnel. And your leads. And automation. And about 400 other things.
But if you don’t build your blog on this foundation, it’ll be more likely to flop.
That’s because PEOPLE will read your blog.
If you don’t make it easy to read, insightful, and with a voice that matches your brand’s mission, you’ll be wasting your words – and your efforts.
To get you going in the right direction when starting your blog, here are some tips:
Now that you’ve put your audience first, you can move onto the nitty-gritty: search.
My, how things have changed.
It used to be that keywords ruled and were the only way to get found on the internet.
Now, pillar pages, content clusters and user intent or much more important.
Yes, keywords are still a component of a good blogging strategy, but if you’re just getting started, focus on answering your audience’s questions, speaking to their problems and challenges, and positioning yourself as an expert.
Let your marketing agency or marketing consultant worry about keywords and SEO.
At Flight Media, we use an integrated approach of user intent, content clusters, pillar pages and keywords. Ask us about it!
Increase your blog’s reach with strategies that will amplify your efforts.
Here’s some advice about how to share the blog.
You should send it to:
Take blogging seriously, because the benefits of your professional blog are huge.
As part of your inbound marketing strategy, you’ll attract the right audience, show search engines your site is valuable, and get leads.
This well-oiled machine all starts with knowing how to start a blog.