How to write a blog
Written by Jonathan Calver, CEO, StrategyMix
This blog has been written for IT resellers who are looking to position themselves as “thought leaders”, so that they can connect and engage with more prospects.
It will also be useful for IT vendors who are looking to encourage their partners to be more proactive in their marketing and thereby improve their channel marketing ROI.
WHY Write a blog?
Before you start putting pen to paper, you need to know why you are going to spend your valuable time writing a blog. Here are 4 good reasons:
(1) Demonstrate Thought Leadership: People buy complex and expensive products, such as IT solutions, from people whose expertise they trust. To build trust in your expertise, you need to demonstrate your thought leadership. There are 3 easy ways to demonstrate your thought leadership (1) present at an event (2) create a video or (3) write a blog.
(2) Accelerate the sales process: Potential buyers will inevitably want to “check you out” before agreeing to meet or even speak to you. They know how to do this. They check your website and then your LinkedIn profile. So, what are they going to find? Is your LinkedIn Profile impressive or out of date? Does your website have a blog section, with the last post being over a year ago? You get the problem.
(3) Educate your customers and prospects: You can use blogs to provide useful information to your clients and prospective clients, so they can bring themselves “up to speed”, before having a more advanced and meaningful conversation with you. This is time efficient for everyone.
(4) Search Engine Optimisation: Reason No 4 is so that prospects can find you through search engines, of which the most important is Google. The single most effective way to lift your organic search rankings is to write a regular blog.
WHO are you writing the blog for?
When writing a blog, I recommend that you have an individual in mind, to whom you are going to address your blog. This should be someone who is typical of your target audience.
As I write this blog now, I am thinking of “Greg”, a client with whom we have just started working. We need to run an ABM Warm-Up campaign and for that Greg needs to write a thought leading blog, which explains the problems that he solves for his clients.
Now that you have an individual in mind, you should write the blog as though you were writing a considered, well thought through, email to that individual.
HOW to write the blog?
Here are 4 tips to help you write the blog.
(1) Start with bullet points:
It will save you time, if you take the time, to write down a few bullet points, so that you know what you are going to write before you start writing. This will give your blog a structure, which will make it easier to read and easier to write. As an example, for this blog, my bullet points were:
- Thought Leadership
- Accelerate the sales process
- Educate your customers
- Search Engine Optimisation
- Start with bullet points
- Write fast, review later
- Convey your personality
- Ghost writer
(2) Write fast, review later:
Once you know what you’re going to say, then write it down fast. Just get it down on paper. Then leave it for a day and come back with “fresh eyes” to review and modify it. The big mistake is to procrastinate.
(3) Convey your personality
You want your readers to want to have a conversation with you, because you can’t solve complex IT problems, unless you can have a conversation with a prospect to fully understand the situation. So, put your name at the top of the blog and include your photo.
Your photo should be the same as you use on LinkedIn and at the bottom of your emails. Your photo is an icon that you can use to help prospects recognise you. Humans are very good at recognising faces, so use a head shot.
At the end of your blog, invite your reader to contact you directly if they have any questions. This might start a beneficial conversation for both parties.
(4) Add Keywords for SEO:
Once you’ve written the blog, you can then go back to add in a few key words. Not too many. Just a few and make sure they are in context. In this blog, I included the key words of Partner Marketing and Channel Marketing ROI, in the introduction.
When to use a Ghost Writer
I hope that you have found this blog useful, but even so, I realise that some of our clients and prospects simply do not have the time to write a blog.
If you are in this situation, StrategyMix can help. This is how it works:
- First, you think about what you want to say.
- Second, we setup a 30-minute call between you and one of our copywriters.
- Third, we write the blog.
It’s that simple.
If you have any questions, please send me an email, use the contact us facility or the comments form below.