At some point you’ll want your blog tribe to take action.
This action could be to vote, volunteer, purchase a book, or call your office to set up an appointment. That’s why you’ve killed yourself to write compelling posts, promote your blog and create expert products!
The problem is that your blog isn’t the best platform for direct sells. Simply writing a sales pitch post won’t work very well.
The best approach is to use your blog to educate your audience about your products and services. Essentially this the “content marketing” approach that is taking the marketing world by storm (for good reason). The key is to take this education process nice and slow.
The objective is to slowly educate and empower your future customer with 500-700 word “Benefit posts”.
These posts offer solid how-to content and a subtle zero-hype description of your product. These posts are pre-planned and seeded into your editorial calendar over the course of the year. Done right, these posts will deliver interested blog readers ready to do business.
Getting Started with Benefit Posts
First pull up your editorial calendar. Your calendar gives you a bird’s eye view of how you are teaching your readers about your expertise. If you used my 52-week approach you should have solid posts every week that enchant your readers. We’ll just add your new Benefit Post to the mix.
You’ll need to schedule your Benefit Post based on how your readers normally purchase products. For example, most businesses make budgeting decision at the beginning of the month. So scheduling a Benefit Post for the first week of the month would make sense.
For maximum impact, think of each Benefit Post as part of a step-by-step curriculum. Each post is designed to fill a gap in your reader’s knowledge. At the end of the year, your reader will have a complete understanding of how you approach your business and the benefits you offer.
Writing Your Benefit Post Curriculum
Identify 12 benefits that your product offers – one for each month. For example, if you operate a Day care center you would focus on convenient pickup and drop off times, special allergy diet arrangements, nap time rituals, etc.
Next, outline a Benefit Post that describes each benefit. Add persuasive power to your post by following an outline that includes: a lead-off story illustrating the problem the reader is trying to solve, a quick how-to list of ways to handle the challenge, a description of how your service offers a solution, an example of your service in action, and end with a call to action to download more information in exchange for an email address.
Write your post and schedule each one to run once a month. Plan to promote this post extensively when it goes live. You want as many people as possible to read it and get introduced to your approach.
Consider researching keywords that apply to each benefit post. You can use the Google Keyword tool or Copyblogger’s Scribe tool. Try to find two or three keywords that you can use in your post. Don’t go overboard here. Use your keywords to gently remind the search engines what the post is about.
Your editorial calendar now has at least one meaty benefit post per month that will transform your readers from passive readers into educated and empowered customers. The search engines will rank your content-heavy post and start sending you free traffic from the keywords. Even better, you will also have a growing list of potential buyers who acted on your post’s call to action.
There’s An Old Chinese Proverb that says…
The best time to plant a tree was twenty years ago. The second best time is now.
Start writing and scheduling your benefit posts now. Make sense?