“Honest and transparent content is the greatest sales and trust-building tool in the world. Period.” – Marcus Sheridan
Have you ever shied away from a blog topic? Thought, “why would I want to give this information away for free?” or “This is what we do, why would we share tips on how someone can do it on their own?”
If so, it’s time to step away from the keyboard and evaluate the true goals of your blogging program.
While your initial instinct may be to say that you want to only give SOME information away, because you want people to need to be in touch with you to learn more or find the answers that they need, take a moment to consider the possible outcomes — they may contact you, or they may move on and look for a resource that provides the answers they need.
The goal of blogging can vary from company to company, but there are a few overarching goals that apply to most blogs:
- answer questions your audience is looking for answers to.
- share your company’s “voice.”
- become a trusted resource.
- add search engine optimization (SEO) value to your website.
We often tell our clients that, while it is great to share what your company does, it’s more important to share the value of what your company does and how you can help fulfill the needs of your audiences.
The truth is, that in today’s fast-paced world where answers are only a click of the mouse away on the Internet, answers are often easy to find. If you’re not providing easy-to-find, straightforward, and honest answers to your audience, you’ve lost them; they will move on and find their answer from the next company listed in the Google search results.
Providing the answers someone needs — sharing the details and helping solve a problem — is the first step toward becoming a trusted resource. When someone values your recommendations and trusts that you will guide them in the right direction, they will reach out to you when they need a partner to meet their goals.
So why not be that resource? Be open. Be honest. Give straightforward answers. Be the resource someone needs. These are the ways to build a strong relationship.