Why A Blog Can Make A Big Difference

Written by: Paul Hassing, Founder & Senior Writer, The Feisty Empire

Bloggers are starting to call the tune. So let’s dance!

Blog me, Amadeus!
Blogging beats SEO. Search engine optimisation (SEO) can improve your website traffic. But each time Google changes its ‘secret recipe’ (algorithms), you may lose benefits. Content which solves customer problems is emerging as a cheaper, more reliable alternative to SEO. And the best way to create such content is blogging.

Free blogging resource

I’ve spent years getting a grip on blogging. By writing a blog to help you write a blog to help your clients, I believe we’ll all live long and prosper. Below is a sample post from my blog: Practical Social Media Tips. See what you reckon.

Your emails are blog posts
Many of my clients understand that they need to blog. Yet they’re thwarted by two mind blocks:

  1. What will I write about?
  2. How will I find the time?

What they don’t realise is that their blog posts may already be written – in their emails! Let’s say you make uber-hi-tech vacuum cleaners. One day, a frantic customer asks how to extract a hamster from the hypohepozappofilter without damaging either. As a caring, conscientious manufacturer, you (or your tech person) take the time to write and send clear instructions to resolve this problem.  Six months later, you’re about to clean out your email Sent Folder. DON’T TOUCH THAT FILE! Your hamster extraction email needs only a brief ‘top and tail’ edit to become a blog post.

And while this problem may not be common, anyone who does suffer it in future will be mighty grateful the answer is already online. They can search your blog and fix their issue, without the hassle and embarrassment of contacting you. And you don’t have to waste time considering the situation and writing the solution all over again.  If you don’t keep an email Sent Folder, start today. If you do, cast your eye over it. I’ll bet London to a brick you and your staff have written heaps of content that’s begging to be posted on your blog. I’m not fond of the word ‘leverage’. But when it means wringing the last atom of utility from a piece of work you’ve already done by reusing it in elegant new ways, I’m a fan!

Your turn
What did you think? Could this sort of thing help you get with the social media program? Times are changing. Fast. To keep in step with clients, you need to know the score. I warmly invite you to add your notes here.


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3 responses to “Why A Blog Can Make A Big Difference”

  1. paulhassing says :

    Just a short note to thank you for including me in this fine forum. I appreciate it very much! Best regards, P. 🙂

  2. Glenn Murray (@divinewrite) says :

    Absolutely! Emails, knowledge-base articles, user manuals, packaging, ad-hoc scripts maintained by individual support personnel… This sort of knowledge can be found in all sorts of places, right across the enterprise. Even if it’s only in bullet-form, it can still be used as the guts of a post. Some will need only a ‘top and tail’, as Paul says, others will need a bit more. But either way, whoever’s making them blog-ready will spend far less time than they would if they had to think what to write, and write it 100% from scratch. Which obviously means you spend far less money…

    • paulhassing says :

      So glad you agree, Glenn. Given your vast experience, I’m particularly pleased to receive your thoughts. In my view, the greatest gift copywriters can give to clients is to make themselves redundant. If more of my customers started DIY blogging, I’d be rapt. Thanks heaps for taking the time to join us! 🙂

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