Episode 163

What should you blog about for your business?

Transcript

IMPORTANT: THIS TRANSCRIPT IS AUTOMATICALLY GENERATED. WE GIVE IT A QUICK CHECK THROUGH BUT WE DON’T CORRECT EVERYTHING AS IT’S INTENDED TO HELP YOU FIND PARTS YOU WANT TO LISTEN TO AGAIN - NOT AS AN EXACT TRANSCRIPT. SO THERE MIGHT BE A FEW QUIRKY WORDS/PHRASES HERE!

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Do you ever find yourself wondering what the heck you should be blogging about to promote your business? I'm Janet Murray. I'm a content ads online business strategist. And in this short episode of the Courageous Content Podcast, I'll share four types of blog content. I believe every business owner should create. If you haven't listened already, you may want to start with an earlier podcast entitled.

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Is it worth having a business blog in 2022? I'll link to that one in the show notes. If not, here's a quick recap or explain it. If you are running an online business or we want to sell your products or services online at any one time, you'll have people in your audience who are at a different stage in their journey with you,

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and particularly in terms of their readiness to buy. So you've got your hot audience. So these are people who already know that I can trust you. Typically, these will be existing customers, previous customers, or clients, people you already have a relationship with. Then you've got your warm audience. So this might be social media followers, podcast, listeners,

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members of a Facebook group that you run. If you have one, and while you have a relationship with these people, they may not be ready to buy. They need to get to know like, and trust you more. Then you've got your cold audience. And these are people who don't even know about you yet. They have the problems that your product or service solves,

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and they certainly have questions. They're typing them into Google, but they don't know about you. They don't know about your product or service, and quite frankly, they don't care. And in terms of conversion time, your audience are the most likely to convert and convert the quickest. So they might say yesterday, or in the next few days, your warm audience typically take longer to go from being browsers to buyers and your cold audience,

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but it could take months or even years for people to be ready to buy. So that's why you need to be creating content for all these three types of people. If you have a copy of my courageous content planner, you might be wondering how this fits into the four styles of content that I recommend in the planners that that's news and trends inspire community and educate using trends and educate.

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Typically it will be the most effective for bringing new people into your world because that type of content is typically about answering questions and solving problems. Whereas your inspire or community content is more about relationships. It's about bringing people closer. So while all four types of content can be effective for all of those three types of people in your audience, or there's three sections of your audience news and trends and educate is probably going to be more effective in terms of bringing new people into your world.

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But just bear in mind that it may take some time for those people to feel ready to buy from you, which is why you need to be creating content for the other two types. So let's have a look at those four types of content in a bit more detail, I go into more detail about what these four types of content are in the audio training that goes alongside my courageous blog content care.

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And I will link to that in the show notes. So for example, every time I create a new product, I publish a series of podcast episodes to go with that product. One that addresses my ideal customers or clients questions. So for example, I've created a podcast entitled, should you invest in my courageous book, content kit? Another one I might create in the future is how is my courageous block content kit,

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different to insert name of one of my other content kits, because that's the kind of question that I'm getting asked all the time by prospective customers. And other example for my upcoming live events, I've already created a podcast entitled, should you attend my courageous content live event? And one insight toward how I chose the speakers for courageous content live. For example,

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I recently published a podcast episode on why you shouldn't cut your marketing spend in uncertain economic times. I've also published episodes on overcoming imposter syndrome on dealing with comparisonitis, which are all examples of reassuring inspire type of blog content. And I'll link to those episodes in the show notes community can also be about sharing something personal if you feel comfortable to do so. That is for example,

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one of my most popular podcasts is the one on discovering. I had ADHD and I'll link to that one in the show notes, those types of blogs or podcasts or YouTube videos can be really powerful because they can give an insight into the person behind the business. And people love to do business with people. They don't want to just talk, shop all the time.

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So where you're comfortable sharing something a bit more personal can be really powerful and actually help people a lot. I've been approached by quite a number of people. Now who said that listening to that particular podcast episode helped them to recognize that perhaps they might have ADHD too. And finding that out has been game-changing for them. I find this type of content typically falls into three categories first off.

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There's how to, so that's when you're sharing instructions or advice often with some kind of step-by-step process, then you've got listicles. So that's lists of ideas with all their signs, symptoms, that kind of thing. Then there's questions. And these are often based around how much, how long, when why, and they're often quite specific to your industry or area of expertise.

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So to put that into context, this podcast episode is an example of a listicle style, post four types of blog content. Every business owner should create speaking of listicles and make sure you listen to my upcoming episode on how to write blog posts fast, because it might just blow your mind and also save you a lot of time when it comes to writing blog content.

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So I hope you found this episode useful, and if you'd like to save time on creating blog content for your business, you should absolutely consider investing in my courageous blog content cap, because it contains a tons of templates and resources that will save you so much time on your blog content, like a hundred fill in the gaps, blog posts, headers 24 blog,

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post templates, fill in the gaps. You just fill in the words plus templates for social media posts, email newsletters, and a whole host of other content that will help you promote your book content. And yes, you absolutely do need to promote it.

About the Podcast

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Courageous Content with Janet Murray
Content marketing advice for small businesses

About your host

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Janet Murray

I’m Janet Murray and I’ve helped thousands of coaches, creative and entrepreneurs learn how to create engaging content – so they can build their online audience and make more sales in their business.

I’m also a podcaster and keynote speaker who has spoken all over the world about content marketing and building online audiences.

Work with me and I’ll teach you the strategies I’ve used to grow a multi six figure online business, selling digital products (including Ebooks, online courses and two membership sites). And launch a physical product – the Social Media Diary & Planner, which has sold thousands of copies, all over the world.