So often in this content marketing business I have clients saying things like, “Why should I blog? My business isn’t interesting enough to blog about.�� Or, “We’re going to run out of things to talk about. We might have to rethink this blogging thing.”
This is nonsense, pure and simple. There are ALWAYS things to write about on your blog when it comes to your business. If you’re having a hard time coming up with quality content for your blog, here’s one quick and dirty blog post idea that’ll generate more than one article: addressing your audience’s pain points.
Be the Pain Relief Your Audience Needs
The best, most effective blog posts are those that provide value to the person reading it. Your audience has to get something out of whatever it is you’re putting in front of them. More often than not, this stems from having a problem, a question, a need for information. They turn to the internet for answers.
The good news is, this is what you do for your clients day in and day out: you provide them with something that solves a need aka pain points. Hence why we call it being in the pain relief business. Your blog content can provide “relief” for any number of people looking for the services you offer. The trick is to get to the root of their pain and offer a way to solve it with your content.
Transforming Pain into Content
So how to do you effectively address and solve someone’s pain points with blog content? Here are a couple of ways.
Look at your seasonal business. Analyze what problems your clients are normally coming to you with during any given season.
For example: During the summer a cosmetic surgeon knows she’ll see an uptick in laser vein treatments because the weather is getting hot and clothes will soon be more revealing. By writing an article called Spider Veins? How to Know if Laser Therapy is Right for You, the cosmetic surgeon will appeal to the “pain” that her prospects might be feeling; that is, lack of confidence about unsightly leg veins.
Help them learn from other clients’ mistakes. What do you wish your audience could learn from another client’s mistakes so they can avoid doing it, too? If different clients keep making the same mistakes, it’s the perfect opportunity to address the issue in an article.
For example: A realtor could definitely advise a first-time home buyer in person everything she needs to know about the process. Or the realtor could write an article called 5 Things First-Time Home Buyers Wished They Knew and have a great piece of authentic and authoritative content available for search engines and future prospects.
Be the voice of reason. Your audience is looking for answers. There is a LOT of misinformation on the internet. Put your industry knowledge to use and give people the expertise they simply won’t find on anyone else’s site. They’ll soon come to trust you for your insight and you’ll be seen as a thought leader in your industry.
Alleviating pain points with content is nothing more than filling a need and positioning yourself as a source for advice. So think of the advice you normally give to clients and transform that into content on your blog. Whatever your clients are coming to you for now, they and countless others are certainly already looking for answers on Google. You should most definitely be showing up in those search results, too.
Like this quick & dirty blog post idea? Then you’ll love this one, too: Quick & Dirty Blog Post Idea #2: Customer Questions.