Over the last few weeks, we’ve been looking at content strategy, with some of the basics and some work for you to do on your own. Last week we looked at some specific things that an arts based business could write about, but this week I want to talk about something very important.
Your website, and most especially your blog, is not about you.
This often comes as a surprise to my clients when we first start discussing content strategy.
It’s a bit of a mind bender, right? It’s your website, if your blog, it’s your business… how can it not be about you?
And if it’s not about you, when who the heck is it about?
The answer is: it’s about your customer/client/reader/website visitor.
The key to a website that works and a content strategy that brings in customers is to create an online presence that has value for them.
As of November 2012, the top 10 blogs online are either aggregators (they pull content from other sources and provide it for your reading pleasure), gossip sites or tech blogs. It’s easy to see what the benefit of these sites is.
The interest lies in either getting news (and therefore staying up to date) or getting the pure, guilty catharsis that comes from reading about the lives of famous people.
But why should anyone some to your site? Why should they care about what you write about?
This is where niche blogging comes in. Finding a specific niche, writing engagingly and interestingly about that topic and doing so consistently is the best way to gain an audience of people who are interested in what you do, would be willing to shell out their hard earned cash for what you sell and are most likely to become a part of your community.
Don’t understand what I mean? Here’s an example.
You’re a photographer, and you do mostly creative shoots and publicity photos for musicians. What if you posted amazing single shots from those shoots on a weekly basis and talked a little bit about how you put together the shoot, and featured people you worked with, people would come back for that.
Why? Because they get to see amazing photographs they will enjoy, while getting a behind the scenes look at how you put those shots together and hear about working with the musician. This succeeds at giving them something they would want to come back for and setting you up as an expert.
So you see, by making it not about you, you’re actually making it all about you – while also gaining ground in your niche, building an audience and getting you loyal customers.