If you’re in business, a blog is invaluable. It enables you to attract internet traffic and demonstrate your expertise to potential customers. But what if you don’t have the time, skill or inclination to write?
If you can’t write your own blog, that doesn’t mean you shouldn’t have one for your business. As a business person, do you hire an accountant to sort out your tax? Do you hire a mechanic if your car breaks down?Well, unless you are a multi-talented ‘superstar’ with all the time in the world, I bet the answer is yes.
Hiring a blog writer is no different.
So, the question is, how does it all work — using a blog writer, that is?
Here is how I work with clients:
It is all about you
Though it helps if they know a bit about your business, a blog writer doesn’t share his/her knowledge. No, it is your know-how that your blog is about. Remember, the main purpose of blogging is to demonstrate your expertise.
By educating potential customers through your blog, you are, in fact, guiding them along the sales cycle. By the time they contact you, because you have shown you ‘know your stuff’, they are far more likely to buy than if they were responding to an advertisement. This is why experts say that blogging (a form of content marketing) costs 62% less than traditional forms of marketing.
Picking your brain
So, my job is to extract your knowledge, and I generally do this in two ways:
Interviews: I talk to you on the phone, Skype or in person and ask a bunch of questions. I will record our conversation on my iPad so that I don’t miss anything and am able to recreate your language style.
Brain dump: If you can’t find the time to talk, that’s fine. I won’t be offended. Another way to ‘pick your brain’ is to have you type what you’d like me to write about in bullet points. This is quick and easy; I call it a ‘brain dump.’
The next stage is for me is to transcribe our conversation and then start writing.
It is important that you are happy with your blog post. After all, it represents you. So, once I’ve finished your post, I email it to you to review. This is when you get the opportunity to make changes if necessary. Microsoft Track Changes is useful for highlighting edits because it enables me to compare the original and edited versions. Alternatively, you can type changes in a different colour or phone me.
Once you are satisfied, it is time to publish your ‘words of wisdom’ to the world. It’s all pretty easy, really.