There was an interesting blog post last week that got me thinking about writing effective blog content that works to get clients. This was written by Chris Garrett of ChrisG.com, an expert on business blogging, and it's called Using Flagship Content to Make Sales.
Chris talks about what he calls Flagship Content, which is often used as a digital download or lead generator, or it also can be a significant blog post that by virtue of its quality content attracts readers to your site.
He lists 5 functions of flagship content:
1. Attraction - If people talk about your content then it will draw new visitors to your door.
2. Education - In your niche are there subjects where people get confused? Demonstrate your expertise, and prove you are the person to come to.
3. Trust - What do you get when you combine third-party endorsements with great educational content? The answer, of course, is a good foundation for trust.
4. Decision - Is your approach an alternative to another method? Do you differentiate yourself from competitors? Write your content well, and you can help the reader make a decision in your favor.
5. Action - Finally, you give the reader tools so they can take action, at the very least ways in which they can get in touch with you.
Do you stop short?
What I see frequently on many business blogs are great posts that attract, educate and build trust with readers, but then they stop short. They don't write anything on how their solutions and services are different from competitors or from commonly held beliefs. And, they often neglect to ask readers to take action.
That's a pity. There's an awful lot of great blog content that educates and informs, but never asks the readers for anything in exchange. And I think this is a major contributor to frustrations with business blogs not getting results that they should or could.
It really is like courting or dating. You've got to have the conversation, find common interests, show you're good stuff, and at some point, you've got to ask for the date.
If you want to learn more about the fine art of business blogging, join Denise and I for a free teleclass this Wednesday, August 6, 2008, with the Master Business Building Club. It's a new membership site you can join for a free trial month, and listen to 10 business experts share their wisdom and knowledge.
Sort of like a trial date for the first month...no obligations, and plenty of free bonuses just for checking it out.
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