Ever since the advent of smart phones, it seems that anyone can be a blogger. In 2013, there were approximately 152 million blogs, and that number has surely grown with advancing technology. This can be handy if you are looking for someone who has specific knowledge about a subject, but can also be a major pain for companies looking to get their information out there. What can a company, or even an individual, do to cut through the noise that is drowning out their blog? The Official SlideShare Blog has a Four Step Plan to cutting through clutter and making your brand known.
Identify the questions. Answer the questions your audience has about your product/service before they ask it. If they go to Google with the question you wrote about, odds are they will find your blog. I don’t know how many times I have had my questions answered in depth on a blog by someone who knew what they were talking about. To find out these questions, listen to what your audience has already asked. Listening is crucial to cutting through clutter.
Gather Contacts. The SlideShare blog recommends adding an email or subscription request to your blog to gather contacts and see who is really looking for your content. While this is great advice, it depends on the audience you are going for. I am typically scared off by sites that ask for my email or information.
Publish the Answers. Instead of advertising your product, show readers how the product will fit into their lives. Post a handy tutorial video or link to other videos of real-life users with your product. Essentially, make your audience’s time on your blog worth it, don’t just make a sales pitch. One company that does this really well is BareMinerals, a makeup company. They post makeup tutorials and user testimonials that can be accessed for free. This is a great way to engage your audience and see who is watching the videos.
Turn Your Fans into Evangelists. To me, there is nothing more convincing than a genuine endorsement by a regular Joe like me. I am more likely to buy a product if I see someone real recommending it rather than a commercial. A great example is Swiffer, who sent large boxes of their product to “mommy bloggers” to try out for free. The moms got a clean house and great products while Swiffer obtained many third-party endorsements.
These four pieces of advice can truly make a difference in the success of your blog, but what it comes down to is knowing your audience and how to engage them. Posting a blog without knowing who reads it is like casting a fishing line without bait. Do the research, engage your audience, and make your blog worth their time.