I’m going to say something that’s probably going to be unpopular. I don’t care if you don’t read my blogs.
My dad who is 90 is always asking me, when I blog for my clients, how many people will read it? What’s the exposure?
He can’t fathom my answer. I don’t care.
I work for mostly small businesses. I like being able to truly impact them quickly and give them the expertise of my many years in the corporate world. Small businesses usually can’t get a lot of people to work on their websites, or have time to blog and create social media posts.
But back to my comment. I don’t care how many people read the blogs I write. I’m not concerned with website analytics on how long they stayed on the site or whether they read the blog they clicked on.
Because, I write for Google.
I write blogs so that Google understands that you have current content. That Google knows your content is appropriate for the industry you practice. I write blogs that are unique so that Google sees you aren’t just linking to someone else’s information, or that the information on your site also lives on thousands of other sites.
My purpose in writing a blog is to get that post on Google’s first page or to move your site on to Google’s first page or to make sure the Facebook post of that blog gets on to Google’s first page. I write for Google.
Don’t get me wrong, I hope you read the blogs. I spend hours researching and writing them and choosing photos and graphics that are appealing. I work on the wording so it’s easy to digest in three minutes or less. I make sure the information is correct and useful to those seeking it out.
But my goal is to please Google, so that when you search for something, you find my clients and you call them to purchase or make an appointment.
I used to be on the other side of the fence. I used to work selling ads in radio, television and newspaper. I used to tell people that it’s not my job to make them buy, it’s my job to make sure they know what you’re selling. It’s not my job to create a sale for you, it’s my job to increase your traffic into your showroom.
Many still take this view. I’ll bring the people to you, you make the sale.
But when you are talking to small businesses who have worked hard to give you the money they have earned, they expect to see a return on their investment. They expect the phone to ring, they expect sales to increase, they expect appointments to be set.
I’m happier if the people who read the blog or click the link actually buy something or pick up the phone to set an appointment. But, I am just as happy if they never click on the blog, never read the blog, but see my client is so high on their Google search, that they purchase or make an appointment.
Google is King. No longer is it good enough to just show up. Or just show up on the first page. I’d like my clients to show up with several postings on that first page. No one uses a phone book, fewer and fewer people will keep your business card and call you from there. They google you. And I’m writing blogs all day long to make sure you find my clients while you’re there.
More info: Content Marketing