When you write a blog post to your prospects and customers, what is your ultimate purpose?
Often, insurance bloggers will state their purpose is to gain public awareness, increase traffic to their website, search engine optimization (SEO), or simply to write more business. Those are all potential benefits to blogging, but has nothing to do with helping the reader.
If the words deliver value, help others, and be a resource are not one of your answers, your audience can see right through you.
Your prospects and customers are way smarter than you think.
They can see through messages that don’t contain value, passion, or belief.
Let me ask you a few questions.
Are you creating content because someone told you it was the thing to do? Are you creating content because you thought it may be a good idea? Are you creating content because it’s all about the money?
If you answered yes to any of those, you need to reexamine your purpose.
Content without heart and soul is irrelevant drivel to most consumers.
You can do better.
I have nothing against making money from your blog. In fact, I am a big fan.
The number of post views, clicks, shares, and leads are only scorecards for measuring your impact. They should not be the sole reason for creating content for your audience.
The serious question you must ask yourself is, are you writing for you or for them?
Who are you trying to help more?
I can tell the difference in about 3 seconds between a heartless, stale blog post vs. someone writing to make a difference.
I can also tell you where my money will be going when it’s time to make a buying decision.
When you sit down to create new written, audio, or video content, imagine that you are creating it for a specific person in mind. How is the content providing tangible value to them? What new ideas are you providing? What problems are you solving?
When you write or speak with the purpose of being a resource and not a sales or marketing professional, you stand out from your competitors.
Consumers are hit with marketing and sales messages repeatedly and don’t want to be sold. Consumers are looking for tangible advice to solve problems and make their life easier. This is where you come in.
If you love to help others, blogging can be your new best friend. You get spread knowledge, ideas, and provide value to those that need your help.
Convert your passion into blogging success.
Write with emotion. Write with purpose. Write with your audience’s experience in mind.
Remember “why” you are blogging.
Why do you blog? Sound off below