Branding Your Business And Establishing Your Voice

[webguru11]

Marcus Sheridan, at the 2011 BlogWorld expo, came up with 7 suggestions to keep in mind while creating content.

First and foremost, make sure your company has a blog and is using it to create content that addresses concerns and questions customers may have when researching the field your business targets.

For the first two points, Sheridan mentions cost and price. It is important to have these two things on your site, especially if you are selling something.

With his third point, Sheridan suggests using your company blog to solve problems related to the industry you are targeting. This is an important aspect of creating quality content, that is, giving your potential customers content they can use. To facilitate this content creation, Sheridan mentions monitoring Google for problems related to your industry, and creating content around these issues.

Points four and five deal with the Versus/Compare aspect of acquisition. Customers are always comparing products to one another, therefore, create content that does this for them. One of the easiest ways to accomplish this is by creating comparison articles that focus on your product as opposed to your competitor’s. Let people know why your “widget” is better.

For point six, Sheridan mentions awards, because people like to see which company/product is the best. He also offered a personal allegory concerning this, mentioning an article he wrote about fiberglass pool design awards, a post that even his competitors linked to because they appreciated the fact Sheridan’s content mentioned their product.

Finally, Sheridan’s seventh point mentions breaking news. Be an authority in the field you are targeting and by getting out in front of the breaking news surrounding your industry. This helps build trust with your potential customers, because there’s security in the idea of doing business with an entity that knows its field.

- Marcus Sheridan at 2011 BlogWorld expo