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Reviving Your Dead Blog: The Setup

By Momoko Price, November 25, 2013

This short tutorial is designed to help small business owners write properly targeted blog posts their customers will actually appreciate (instead of those all-too-common sporadic, shot-in-the-dark company blog posts no one reads).

In the midst of reviving your own business blog? Before you dive back into it, take 30 minutes and work through the following exercise. It's worth it.

1. List 1 or 2 Skills or Tasks You’d Love to Help Your Customers With. If you sell a product or service, chances are the skills you pick will be related to it. But maybe not. Just make sure to choose stuff you’re genuinely passionate about.

For example …

I like helping people:

  • Organize & plan unmanageable tsunamis of web content
  • Write & edit web content more effectively and enjoyably
2. List 3 Types of Customers That Would Benefit From Your Help. If you’re a carpenter, you might write content for DIY-spirited homeowners, or other carpenters, or furniture designers.

If you’re an accountant, you might cater to small business owners, entrepreneurs, and freelancers.

Take a moment and identify exactly who will want to listen to what you have to say. Once you’ve identified these people, ask yourself: What’s in it for them to read my content? How has this post made their life easier? Put yourself in their shoes.

For example …

As a content strategist and copywriter, people who would appreciate my skills would be:

  • Marketing managers
  • UX designers
  • Startup and small-Business CEOs
3. List 5 Influencers Who Already Target These Customers. I hate marketing buzzwords like ‘influencers’, but you know what I mean. List 5 people within your field of expertise who have a vibrant online presence and are already engaging with your target audience.

For example …

Five kick-ass online personalities in the field of web content that I might list:

4. List 5 Content-Rich Sites That Are Already “Doing it Right”. Finally, identify 5 web publications that provide great, useful content to your target audience. You should check these sites regularly, for a number of reasons:

  1. They give you a sense of the kind of content your readers are interested in
  2. They provide great, topical material to learn from and follow up on in your own posts
  3. They help you get a sense of what’s already out there, so you can brainstorm ways to cultivate your own voice/brand
  4. Eventually you’ll be familiar enough with these publications that you might successfully guest-blog for them later on

For example …

My list of 5 web content & copy-focused sites would probably be:

Keep these lists on hand whenever you’re brainstorming ideas for good content. Scan through them whenever you’re stuck and listen to what these people and publications are saying. Before long great, relevant ideas will start popping into your head and you’ll be pumped to get your next post ready.

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