But doesn't it feel like everyone is blogging? How does the target group become aware of YOU and YOUR PRODUCT?
Through two important necessities: First, you bring high-quality content online and secondly, you bring it regularly.
Blog posts must help the user who comes to your site. They want to find exactly the answer to their question. Without blah-blah. Without a long search.
By providing valuable content on a regular basis - i.e. content marketing - you can describe a product in need of special explanation. You present your expertise on specific topics, which creates trust in the reader. You also reach the target group that wants to be particularly well informed.
And here we already are on the subject:
A blog post can pick up the target group specifically where they are on their Buyer's Journey. That means:
“Nobody cares about your products (Except You)” - David Meerman Scott
In the beginning, there was the symptom. And the symptom was... well, kind of nonspecific. The classic user roams the web universe quite haphazardly at first: there is a problem that the user cannot yet name properly.
He enters symptoms or clues or search terms into Google to find out what exactly his problem is. How can he understand it correctly? With his research the user tries to give the whole thing a name.
At this point, a targeted blog post can already pick up the user at his "stomachache" and explain to him what the problem is. The solution - your product - can be sensibly integrated.
The user now already knows what his problem is. He has clearly defined it and is looking for a suitable solution. In doing so, he wants to understand the entirety of the problem and learn all the methods that can contribute to the solution. He wants to compare and weigh up. But he does not actually want to buy yet.
At this point, a blog post can have a positive influence on the reader if he works with facts and figures. Here it is important to present the user with the range of possibilities for solving his challenge. And very cleverly your product is also integrated. The be-all and end-all here is to address the target group in a way that does not miss the audience.
The reader gets an added value from the blog post published on your site, because he can choose a suitable method for himself and in the best case comes much closer to solving the problem. If possible with your product or service.
The user knows exactly his problem and many methods to solve it. He knows that exactly one strategy or one product would help him. Therefore, he searches the infinite vastness of the web for exactly this problem solution and is absolutely willing to buy a related product.
At this point, a blog post does not have to deal with the challenge of the reader in such a comprehensive way. There he learns nothing new. But what can I do to captivate the user? What makes him buy from you?
Simple: A text at this point of the Buyer's Journey must be written in such a way that the searcher understands WHY exactly THE answer - your product - is the BEST for him. A second one is simply out of the question.
You convince with precise information. The blog post conveys expert knowledge, which leads to trust in your business. It is then only a small step to your product/service as a solution.
Content is King? Definitely! And here you get to meet our content queen Barbara. To kneel down successful blogging is her business. SEO-proven of course. And your business will profit from that, too.