• Eileen Meyer

The Marketing Strategy Behind Blog Posts


Storytelling moves people. It’s how we learn and how we connect. It builds trust and creates a comfortable space in which to absorb information. Content marketing is all about compelling, strategic storytelling.


If you’re designating marketing dollars for your business, content marketing which includes blog posts, may seem an indirect way to increase sales. How does positioning industry-related content work as a marketing strategy?


When it comes to social media marketing, your goal is all about creating an identity and a buzz for your business. Showcasing stellar blog posts does just that. Whether you’re recirculating content from established industry insiders, or you’re generating original blog posts, it’s a great way to show your expertise and enthusiasm for your industry.


You’re creating a cool-kid persona for your business via social media: you know your industry and all the insider publications, thinkers, events, and updates that define it. You want your current and prospective clients to associate you with that persona, so they follow you for insider buzz, relying on your tips, tricks and savvy to keep them in the know. Here’s how to use content marketing to spread that vibe.

Share hot news and seasonal updates

Content marketing is fluid, flexible and on-going. It gives you a regular platform to engage with past and current customers along with prospects who are interested in the work you do. Inc contributor Bubba Page explains: “Consumers have never had more means of avoiding interruptive advertising. Content marketing allows you to engage your audience with high quality, relevant information they will actually choose to consume.”


Your posts are likely to entice your audience when you share the industry low-down that made them want to follow you in the first place. What’s new this year? What buzz words and concepts is everyone talking about? Who’s at the helm of these ideas? What’s unfolding in the industry this month or season?


If you’ve got insider tips or secrets to share - turn those into blog posts. When you’ve got an audience who’s interested, that’s how you maximize their attention. Use their interest strategically and give them what they’re after.

Flex your FAQs

Flesh out your FAQs (Frequently Asked Questions). They tell you what your clients are interested in and what they need to know. You can write compelling content around these and share it directly with current and potential customers who have these questions and concerns.


Frequently asked questions are a key section of any website. But they can change - maybe you get different questions at different times of the year or from clients who use different facets of your service.


Think about those regular questions that you always find yourself explaining to your clients in person or on the phone. What is that first question that comes up when you start working with a client? If you find yourself repeating the same speech to your customers, then that’s the information your clients and future clients want and need. Consider turning those into blog posts. Then share that content on your website and circulate it in your newsletter. It’s what your fans want to know.

Instructions and advice

You’re the expert. Share what you know. Share success stories, and great tips you’ve learned along the way. If you’ve got a furniture re-upholstery business, share tips on fabrics, decorating and design. Make the project fun for your customers and demonstrate the depth of your expertise.


Your audience doesn’t need you to be a great write r -they want to learn what you think about fabric, decor, design. They want access to your expertise. Tell that story.


Keep a running list

Content marketing works when it generates views and buzz. Keep a running list of topics that come up. Note great customer questions. Ask questions of cool experts that you think your audience would love to hear from. Include pointers and tips that you think would make their lives easier.


Make this fun and engaging; that’s what tends to grow an audience, and that’s what you’re after.

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