This is the third in a series of 5 blog post we will be doing. We are looking at answering 5 questions you should be asking yourself when you are looking at your business or professional service firm’s blog. Who are you blogging too? Why are you blogging? What are you blogging about. When should I be blogging? And finally, what tools can I use to accomplish what I want to accomplish? Or in other words, how do I do it?

Previously in Part 1, we asked and discussed the question, “who are you blogging to?”. In part 2 we asked “why are you blogging?”. In Part 3, we are going to ask the question, “what are you blogging?”.

Of all the questions we are discussing in this series, this may be one of the easiest to answer. Since we are focusing on a business or service firm blog, more likely than not, we are blogging about our niche. Whether that is the product we are selling or the service we are providing. It really is that simple too.

Take for example a business that sells widgets. If they are going to blog, they are going to publish post about widgets aren’t they? And if a service firm provides services to individuals needing legal services, that is what they should blog about. However, if you can narrow your focus even further, you may see your results from your efforts even increase.

Focusing your efforts:

And to focus this topic even further, lets narrow it down to a law firm doing general practice. Most service firms offer a wide range of services. Whether you are a CPA, accountant or law firm. If you try to blog about all of those ranges of services you offer, you will get lost and overwhelmed. At least if you try to do so in one blog. When you are considering blogging as one of the marketing tools for your firm, look at all of the areas you are working in. And one of the best ways to decide on what to focus your efforts on might be to look at the one which you are the most comfortable in.

If we take a look at our law firm example and a general practice firm that handles family law matters, that is a perfect niche to blog about. Not only will it narrow your focus and your efforts. This is a great example of a “personal plight” issue which the general public or consumer is looking for answers to on the Internet. And a great way to get started with your postings is to write post about the basic questions you are asked on a daily basis.

The same focus can and should apply to a business selling a product. Focus your efforts on blogging about what your customers are wanting, looking for and asking you about. Blog about new products you are introducing. Blog about issues your products may have. Yes, you read right. If you blog about the negatives as well as the good, you are in more control of what is being released about your products. Why try to hide the negatives if there are any?

Anytime either a service firm or a business can provide information about what they are doing, they should do it. You should look for any excuse you can find to provide information to your audience. If you are open and forth-coming with the information, you will build a trust with your audience. They will become the visitors who become the readers. And than the visitors who stay longer and in the end become the customers and clients you are looking to gain from your marketing efforts.

Finally…

Listen to your readers. Allow them to comment, moderated of course to control spam, but allow comments. Even if they may be negative. If a reader provides a negative comment, this is a perfect time to provide a solution to the problem on your blog. What better way to build credibility than to join in the conversation, allow the conversation and offer a solution to the problem in a blog post.

As always, I am happy to visit more about this. Drop me an email at grant@g2webmedia.com, or better yet, leave a comment so we can keep the conversation going.