Welcome to 2017, how's it going so far?
Our year at DCG has kicked off with a hiss and a roar.. lots of interesting conversations, and companies from industries we haven't worked with before signing on and it's all jolly good. However, out of those conversations, there has been a resounding common theme - what sort of content should those companies be sharing.
"I understand I need to produce some written content on my companies expertise, but what am I supposed to write about?"
And so today, I want to go outside of our content plan of things we would normally write about to talk about blogging and how to do it. When you understand what to do, it's not as onerous a task as you think, and also, you're too busy to be developing stressful set backs on writing a blog.
The main reason you've been asked to write a blog is because you've been identified as someone who knows a fair bit about a fair bit, and your company wants to get more visitors to its website. In my experience search outranks just about every other tactic of getting people to visit your website. And so in order to make it easier for people to find your website, you'll want to attract them via a content plan including a few different things, but blogging is a big part it.
The biggest problem for most people who need to blog for their job, is coming up with the subjects to write about and how to frame those subjects into some useful information for your readers. So here is the golden rule.
Answer the question people are searching for.
Think of when you google for information, it is nearly always a question. What is xyz? How do I xyz? Where is xyz? And so on.
There are ways to check in Google what people are searching for, and if you wanted to you could optimise that content so your blog posts would appear on the first page of Google search results, however, that's a little bit harder and you might need a specialist to help you do that.
Think about the work you do, your industry, some of the typical things people ask you about your work in social settings. Make a list of those questions, and then, write your answer to each question in about 500 words.
By doing that, you've not only got yourself a blog, but a plan to produce more content when requested.
Now, go go go - write up those blogs and get back to your real job.
Lou Draper is Managing Partner of Draper Cormack Group and a public relations veteran. Originally from Auckland, she is now living, working and breathing public relations, personal brand and content curation in Wellington City.