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The Booster Seat Season 2, Episode 9
Hey there, Boosters! I’m Andrew Eagar and welcome to another edition of the Booster Seat. Today I want to discuss the top thing you need to know before you do Onsite Blogging.
In just the past couple of years, onsite blogging and general content marketing has taken front stage in the digital marketing space. Onsite blogging is a big piece of content marketing. Unlike traditional marketing tactics, digital marketing tactics can be used by companies both large AND small. Onsite Blogging can be utilized by both small and big brands.
To understand the importance and power of onsite blogging one must understand consumer behavior in the digital world. You see, the internet has changed the way we as consumers shop. We no longer want to be talked at, or told what to do. We want to curate, connect and create. Google calls these consumers Gen C.
The new generation of internet users does not want to be marketed to. Simply put, we don’t want to be sold to.The most important thing you need to understand about onsite blogging is that it is not the place to sell people on your product. You have product pages for that.
Now I am not saying that you can’t talk about your products or services in your blog posts. I’m just saying that your blog isn’t really the place to self-promote or to sell your products. You can use your blog to announce product changes, additions or special promotions. Anything that looks even mildly like an ad, however, or is not relevant to the consumer’s situation, will be completely ignored.
So, if you can’t sell consumers your product on your blog, then, what is the purpose of a blog anyway? I mean, shouldn’t every effort you make in marketing be selling to your customers to increase your business?
As mentioned before, Gen C doesn’t want to be sold to. The purpose of your blog is to be of value to your customers even when they are not ready or willing to buy from you. Having a blog and posting to it regularly opens the doors for your site to be interesting and relevant to consumers.
The mindset that you have to sell to make a sale is what us digital marketers want to dispel. Although an onsite blog can serve many purposes the biggest benefit of a blog is to post interesting, relevant and authoritative content. The blog post doesn’t have to be focused on your products or services as much as it has to be interesting, relevant and authoritative.
Here are some examples of titles of onsite blogging that we have done for our customers.
For a Dentist you could write about:
– 3 games that will teach your children good tooth-brushing habits and technique or
– The 5 worst drinks for your teeth
For Heating and Air Conditioning contractor you could write about:
– Ten Simple ways to lower your air conditioning bill this summer or
– How to keep the air in your home clean and safe.
By posting this type of content to your blog, you will have more to write about, users will learn about your brand and be interested in you. When the time comes that the consumer decides to purchase, they will think of you. Onsite blogging is very powerful when used correctly. Don’t minimize its ability by using traditional marketing techniques in a digital marketing world.
Well, that’s it for today’s episode. Comment below if you think I missed any areas or have any questions for me. Stay cool.
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