Whenever I talk to entrepreneurs about the importance of blogging, I usually get the same pained look and exasperated question: “But where am I supposed to get all that content?”
Many of them feel like without big marketing or PR engines helping them track down relevant topics, they don’t have the time or brainpower to create and publish weekly blogs.
As an entrepreneur, it’s easy to feel like the underdog sometimes. But when it comes to blogging, you may be surprised to learn that you actually have an advantage over your corporate counterparts. Why? Because you have more of an opportunity to create an emotional connection with your audience by letting them get to know you.
Once you stop worrying about where you’re supposed to find content and realize that you, as the business leader, are the content, you’ll be swimming in it in no time. Here are four exercises to help you get started.
1. Tell Your Story
For your customers to feel really invested in your brand, they want to know that you understand what they’re going through. And chances are, if you’ve created a company to meet a need—like helping parents find healthier snack options for their kids or developing a traffic app to make commuters’ lives easier—at some point, you were likely facing that problem yourself.
To recall and communicate your story, try the following writing prompts:
- I created this company because it was driving me crazy that…
- I created this company because I believe…
- I feel passionate that people should be able to…
- If I could tell the world one thing, it’s that…
2. Share Your Experiences
As an entrepreneur, there is no end to what you’re seeing, hearing, learning, and, in the process, occasionally messing up. By sharing what you’re experiencing with your audience—and not just your latest product announcements—you’re putting a face to your brand and creating that emotional connection that your customers crave. And, fantastic content in the process.
For example, let’s say you run a startup digital strategy agency focused on helping tech companies build beautifully designed websites. You go to a tech conference in California. To curate some blog topics, ask yourself:
- What did you learn?
- What cool topics were people talking about?
- Did you bump into anyone interesting?
- What were your overall takeaways?
- What do you want to share with your readers, who are as passionate as you are about the tech space?
3. Showcase Your Expertise
In addition to positioning yourself as a human, you also want to position yourself as an expert; you want your audience to come to you to learn something. So, think about the industry you work in, the products and services you create, and your overall experience as a business leader.
- The topic I know the most about is…
- The steps I followed to create my product were…
- Since I launched this business, I’ve had to learn about…
4. Give a Sneak Peek
People are fascinated with how things—including people and businesses—work. For the next week, take a picture and write a few sentences to give your audience a glimpse into your day-to-day. Start with when you:
- Meet with anyone—your team, a journalist, a brand partner, or even your mom
- Attend an event
- Create your product or service
- Come across something interesting, like an article, a person, or an idea
I’ve said it before, but it’s so important it bears repeating: There’s no more powerful marketing tool than being a human and sharing your human experiences with your community. If you're stuck when it comes to sharing your voice in a blog, take a look around to find inspiration in your everyday life. Once you do, you’ll know exactly what to say.