Last Sunday I did something I hadn't done in a few years: buy the Sunday paper. And with the exception of the comic section, this wasn't the newspaper I remembered. There were lots and lots of ads, and almost no content at all, much of it outsourced via USA Today sections. Very little of the content was interesting or relevant to me and the percentage of page space dedicated to advertising was overwhelming. My time spent with that newspaper was pretty brief.
Now personally I consider our blog a hybrid of a newspaper and a collection of short stories. Some posts are very, very temporary in lifespan, and others are meant to have staying power.
- The builder's promotion of a finished lower level with contracts completed by the end of October 2018? Obviously that post doesn't do much good in November.
- A market report? Lifespan is about a month before I write a newer version.
- Custom search pages for types of houses and subdivisions? Those are my short stories, with content meant to be appealing to a reader whether they pick it up today or 6 years from today.
We obviously have to walk a bit of a tightrope. Blog posts are for the most part advertising, go too far and we're like my Sunday paper. Strike the right balance and you may have a business builder:
- Hire us because we know the patio home niche (proof attached in that post and dozens of others).
- Hire us because we provided you the information you needed. (You just got a FREE finished basement that you would have otherwise missed out on! Did you find another agent helping you with key information? No?)
We have to keep the focus on "What's In It For The Customer" and have the content focused on what THEY need: information, expertise, interpretation.
That doesn't mean skip the Call To Action (Call Bill at 513-520-5305 to discuss your patio home options), but it does (IMO) mean that we need to apply the advertising portions with a light touch.
What questions does the public need answered that YOU can provide the best answers for? What will last? Answer those questions and you may not get many comments on your posts, but provide evergreen content and you'll get calls for years.
Those posts are why my weekends are busy with patio home buyers, and why I continue to blog to my niche.
Until next Tuesday, just Ask An Ambassador if you need help!
Bill of Liz and Bill aka BLiz
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