You’re sitting on a goldmine of blog posts, and you don’t even realize it.
That goldmine is your industry experience.
I’m going to give you an easy way to tap into that, so you can make better blog posts for your website.
“Better” means a higher ranking on Google, that helps generate leads.
(for those who don’t know — a “post” is an article written for a web log)
Avoid Content That Is Non-Specific
First let’s talk about some of the common blog posts we see.
Blog post type 1: The Repost
You get an article or newsletter from an affiliate, and you put a link to it.
Your post goes something like this — “Here is the fall newsletter from ABC Org”. Low quality, and generic.
Blog post type 2: The Event
You make your audience aware of an upcoming event, like a charity auction or a conference you’ll be attending.
This is fine, but it’s not going to help rankings. Facebook is the better medium for this.
Blog post type 3: The $5 Keyword Article
You pay a digital freelancer to write a quick and dirty article that just stuffs a bunch of keywords for which you want to rank. Don’t do this.
Yes, it can work in the short run. In the medium and long run you look like a tool, and Google will punish you.
Blog post type 4: The Sales Pitch
You pitch your product or service and directly ask people to contact you or to buy. This is actually an awesome type of blog post, but you can’t do it too often.
Now we can discuss a much more relevant type of post… and how you can whip it up without any headache.
The Informal Case Study: Use a Recent Service Call
You need to post about things that display your expertise, in a way that SPECIFICALLY describes how you solved a client’s problem.
You can be very helpful and post long articles about best practices or general experiences. Those are great, too.
But I find those types of articles take longer to write, and involve more editing.
To make it easier on yourself, just think of something you did in the last few weeks. Don’t worry about being super smooth and descriptive.
Just write down, even as a bullet list, what you did:
The problem the client called about, each step you took to solve it, the end result.
What seems mundane to you (because you’ve done it thousands of times) is very interesting to outsiders.
The trick is in being very specific about that single event.
Specific details accomplish two things:
- They build trust with readers. The more details you give, the more valid you seem.
- Since it’s based on memory of what actually happened, it writes itself. You’re not creating anything new; you’re just documenting an event.
Let’s use an auto mechanic example.
Many times we have sat down with a client to ask them “what do you do”. And they will say something like “we fix cars.”
We Fix Cars is not going to do you any good online.
Now, if you sit down and write about the car you JUST worked on…
The make, the model, the funny way your client described their issue… the tools you used, etc.
You can toss in a few “why’s” as well. Why you did it in that order. Why it’s a standard to do it this way. Why you might approach it from a slightly new angle because of your past experience.
You can pretty much take this little report, read it over once to check for spelling, and get it on your website.
At this point, don’t worry about copywriting and headlines and design.
I want to get you to think in terms of authentic content, that only you can provide.
Hate Writing? Shoot a Video on Your Phone
Even easier… if you don’t want to write, make a quick video!
Again, let’s not overthink it.
Pull out your cell phone. If you can’t hold it steady in front of you, prop it on a desk or table. Start recording.
Just talk through the event, instead of writing it out.
When you’re done, since the video is saved to your phone, you can easily go to the Youtube app and upload it to YouTube.
Voila. Easy to share on your website and social media accounts.
Just remember to add a nice description to the YouTube vid. This will get indexed really well, because Google owns Youtube and loves to show video results in searches.
Make This a Priority, at Least Once a Month
After a few times, your informal case studies will become routine. They’ll start to roll out of your mind with little effort.
Doing this — whether in text or on video — is going to accomplish a whole checklist of things:
- You build credibility.
- You establish yourself as an expert in your field.
- You have a personal communication with your (potential) clients.
- You create a bunch of long-tail keywords.
This last one is really important for your Google rankings.
We Fix Cars (generic keywords) gets buried in a sea of similar results, and is dominated by larger brands you cannot hope to compete with.
Fixed The Rattle In A ‘69 Dodge Charger works much better for finding qualified, interested people. And the more genuine you come across, the more people with different (but related) issues will want to seek you out.
Just remember, like I said before:
Specific, specific, specific.
A final note.
Industry terms can be a confusing thing. Sometimes they upset your audience because it sounds like you are talking in a foreign language.
Usually it’s best to be clear and simple.
But in this case you can make an exception. It helps build your image as an expert if you use a few industry terms (or jargon).
Just do it sparingly, and make some effort to quickly explain things that most people might not get.
Okay — go make some new blog posts!
If you’re a client of ours, just email us when your post is ready, and we’ll get it up on your website and help you set up some focused keywords to have Google notice it.