In Part 1 and Part 2 of this Blogging in a Nutshell series, we talked about types of content to create, when to post and how to start driving traffic to your content. While self-promotion of your content is perfectly acceptable, users are skeptical of someone promoting their own content. You have done a ton of work up until now to create, schedule and syndicate your content, isn’t it time the users started to promote your content too?
The easiest part of blogging is creating content: you are the expert in your field, you are the mastermind behind your company’s products and services, all you have to do is write about what you already know. A more difficult task is driving traffic to your website, gaining popularity without your blog having an established reputation. The most difficult task is providing enough foundation for your users to start a discussion among themselves about your content.
Many journalists start out writing or blogging wanting to change the world, tell a story, broadcast their ideas or opinions to a massive audience, or demonstrate something that they personally deem worthy. Many editors and publishers are focused on driving revenue from their magazine or blog. Getting users to return to your website to read or browse your content is the third major challenge in maintaining a blog. What was once a proximity-based discussion around newspapers and magazine articles can now happen between a greater sized audience without the discussion being limited people’s physical location. However, there must be a balance between making a point, driving revenue and fostering discussion.
Your content is your point: talk about your products and services, their benefit to your customers, their potential benefit to your prospects, how industry-related technology or government-sponsored legislature supports or challenges your company.
Your revenue is from your website and in generating leads: readers of your content may be presented with ads once they arrive on your website, opportunities to be sold on products or services presented by you or affiliates, viewers of your blog can be considered warm leads, readers of your blog can be considered hot leads, some viewers may even contact you directly – as a content owner or company representative – to learn more information about your company.
Your discussion can be brought on by many things: your content drives readers to think critically about something, your content provokes readers into a reaction (positive or negative), your content is shared on an individual level from your blog to a reader’s network (social, email or otherwise), the more interesting or provocative something is the more readers you’ll get to participate.
It is acceptable for users to have negative reaction to your content provided they participate in discussion explaining why. Typically a negative review of a product or service gets around to other people faster than a positive review. If readers are presented with an opportunity to express their reaction, talk through it and discuss their point of view with other readers, your discussion – albeit initially negative – has been accomplished. Remember, (however) that every second is a deadline: what is important content now, is important now, not a week from now. A user has the ability to dismiss your content without any consequence to them, find an alternate source or blog to read about – at which time your point, revenue and discussion are lost to that user. If your goal is fostering discussion or provoking reactions, timely quality content is a good means to start discussion.