Why you should use probloggers…or at least write like one
Last week you got a look at it just how all-encompassing the term blogger is and some clarification regarding the “blogger” stigma. So this week, let’s explore what a problogger actually does for your blog. If you’re planning on doing your own writing for your business blog, don’t turn away! The approach that probloggers take to make your blog an effective marketing tool is one that you can learn and apply yourself. Just remember that your business blog, whether in the hands of a problogger or the face behind the business, is a powerful way to enhance your brand awareness. Keep it relevant, and avoid getting too personal. Ensure you use these problogger strategies in mind to make the most of it.
1. Strategic marketing – Hire a problogger and you get someone ready to take your marketing ideas and apply them to the blog by focusing on topics relevant to your prospective customers and your brand. Depending upon your requirements, many will come up with that marketing slant to apply to your blog, sometimes determined by results like which posts draw the most traffic and interest for brand awareness. Contrary to popular opinion, you’re not hiring someone to chronicle simply what their children had for lunch on your dime. That’s what a personal blog is for (or a business blog where it’s relevant to the target market or audience)!
If you’re writing for your own blog, remember that the goal of your blog is to market your business. Be creative, but find that tunnel vision you used when putting together your website copy and other advertising materials. You want the same outcome from your blog so while there is more flexibility, always keep that end goal in mind when writing.
2. Flexibility in writing style – On a personal blog, everyone has their own voice that is typically reflective of their personality. When you meet them in person, you’ll likely already have a feel for who these bloggers are because of their writing style and tone on their blog. This is not true of a problogger; yes they have personal styles (you’re getting mine here), but they’re also versatile when it’s demanded. Upon review of a single article, I’ve had some prospective clients say “I think I should work with another blogger because that’s not the right voice for our blog” due to a lack of understanding before they’ve seen a greater body of work, a sample, or allowed me to write something based on their vision). That’s not something you’d ever say to a professional copywriter because you’d expect that they can meet the tone and style that fits the vision for your business.
Well, surprise! That applies to problogging, too. If a problogger can only give you a single tone and style, then they’re probably not up to par. A great problogger should be able to meet your style demands or come up with that voice that would appeal most to your audience. You’ve got to give a problogger a chance to show you what they’re made of! Blogging yourself for your business blog? Just remember that writing about the personal that isn’t relevant to your brand isn’t always the best approach to take and you’ve got to find the best voice to appeal to your audience.
3. Use of SEO and new media strategies – Personal bloggers aren’t as concerned about using Search Engine Optimization and new media strategies to draw traffic to their blog because they know that those who are interested in their lives will read and follow them no matter what. With a personal blog, it’s not the goal to attract a bunch of new readers with a single post; they want people to laugh and cry with them day after day. A problogger (or your fellow business owner) want to draw in traffic where you can find it. Sure, you want people to subscribe and read regularly, but with a strong focus on SEO strategies in every post, a single post can effectively lead people to your brand. With a business blog, you can’t rely upon someone to read and become customers just because they’re loyal to you..that only goes so far!
Wax note; I’m going to add something I’ve learned recently…make sure you ‘feed’ your probloggers with great ideas frequently. Send them links you’ve seen or ideas for posts. They need inspiration too, and you’re the greatest source of knowledge for them. Don’t expect them to just be throwing great stuff at you without some input on your end.
Tags: blog topics, blogging small business, business blogging, problogger, promoting small business with a blog, small business marketing, small business promotion, starting a blog, writing a blog
August 18th, 2010 at 2:09 pm
Pro-bloggers are grate.. they know exactly how to boost your blog.. using seo and other techniques…
August 20th, 2010 at 6:33 am
Whenever someone asks about “SEO Tips” etc, I always tell them that the best SEO/Marketing strategy is to have good content that people will naturally link to. Having someone who can write good posts that are interesting to read is an absolute must. Look at all the top blogs out there. They didn’t get there by just throwing their links around.
August 20th, 2010 at 3:02 pm
It’s definitely better to go with someone who has experience and the time to engage in conversations with readers. It’s not as interesting to read a blog when all the content is one-sided and the poster doesn’t respond to different views in the conversations that usually follow posts.
August 21st, 2010 at 10:00 am
Whenever someone asks me why they don’t have comments on their blog, you go straight to their content and you’ll know why. If they aren’t making the blog post interesting why on earth would anyone consider making a comment or starting a discussion!?
August 21st, 2010 at 1:08 pm
all very great points, thanks for the comments and for reading!
Bonnie’s point too about sharing ideas with your problogger is very true – we can come up with some great ideas, but keep in mind over the course of months we’re plugging out tons of content and topics. We may keep our eyes and ears open to news and information, but we can’t catch everything that appears online so it’s great to keep it coming. Also, when you are the one in an industry or have an idea of what you’d like to see, passing it along is the best way to make sure expectations are in line. Then, we can deliver exactly what you want to see on your blog and come up with more related topics.
I think I already did a post on an editorial calendar, but that’s another great way. Your blogger and the person managing the site can “sit down” together and brainstorm some ideas together. Or, what I like to do, is run a list of topics by a client. You don’t need to be totally hands-on, but as Bonnie says, the input keeps us inspired especially when we know we’re doing exactly what’s in line with your expectations! Also, if your blogger doesn’t have access to the stats, it’s useful to pass along the successful topics traffic-wise!
Another thing to keep in mind with all that, is you can have a problogger do it all if you’re not interested in having anything to do with the process – but you will pay more than if all they’re doing is writing!!
August 23rd, 2010 at 4:41 am
I never knew you could hire a problogger to help, think i may look in to this. Thanks!
August 24th, 2010 at 10:22 am
It’s definitely better to go with someone who has experience and the time to engage in conversations with readers. It’s not as interesting to read a blog when all the content is one-sided and the poster doesn’t respond to different views in the conversations that usually follow posts.
August 25th, 2010 at 11:12 am
Wooden Gate – if you want to discuss it further, give me a shout! bethhodgson@writesourcing.com
August 26th, 2010 at 7:47 am
thanks for the article it has been helpfull