Over the last two weeks we’ve done some brainstorming about your content and then sorted it into the kinds of content it is. Today we’re going to focus on your dynamic content.

Now, if you recall, dynamic content is anything that is updated or changes frequently. This type of content most often comes in the form of blog posts, so for the purposes of this discussion, let’s talk largely about your blog.

Everyone has a blog these days, but you should realize that most people don’t get the most out it.

People need a compelling reason to care about what you write. So how do you do that?

Well, you need to look at these three things:

  • What do you want from your website? (Sales, exposure, leads?)
  • What need to you fill for your customer or client?
  • How can the content you create support the filling of that need?

We all know I’m big on examples, so let’s look at someone who sells hand-made soaps that are made from all-natural ingredients that are sourced locally. Let’s call her Sally.

Sally the Soap Maker wants two things from her website:

  • She wants to sell soap online, and
  • She wants to increase her sales by reaching new people

Sally’s customers want one thing:

  • All-natural, locally sourced, hypo-allergenic soaps

On her blog, Sally could post about her weekly sales, her summer booth at a local market, and stores where you can find her product.

All of that is fine, but why would anyone consistently come back to her website? Would you?

Sally the Soap Maker needs to create a niche for herself. She needs to make her content irresistible and interesting to the people who are likely to buy her product.

Things Sally could write about:

  • The process of making her soaps (this could be a long series in which she discusses the difficulties and joys of finding natural ingredients that are locally sourced, the troubles of keeping those natural ingredients on hand)
  • Post about other natural products that are available from good, reliable sources (this can include other people Sally works with, such as suppliers and colleagues)
  • Natural beauty tips (such as how to give yourself an all-natural at home facial, good)
  • How-tos, such as how to make your own natural beauty products (such as bath bombs, lip balm, loofahs, etc)

If Sally the Soap Maker blogged about these things on a consistent basis do you know what would happen?

Her website traffic would go up. She would see a higher rate of subscription to her email list (where she can also send special offers and new product updates). She would have a considerably wider audience who would value her opinion on this topic.

In short, Sally the Soap Maker would have become an expert.

Take a look at the worksheets you previously completed from this column (you can find them here and here) and see who you defined as your perfect customer. Now look at the content type brainstorming you did. What can you turn into writing that would make you an expert in the eyes of your customers or clients?