The answer: Focus on providing value to your current and potential clients and not on selling stuff, says Pat Henseler in this LinkedSelling article. He advocates a four-stage process in developing your blog:
- Define and research your ideal customers;
- Write content from a helpful point of view;
- Convert skimmers to viewers with great headlines; and
- Think about how to get readers into your funnel
However, the most important point remains writing content that truly provides value for your readers, whether or not they will elect to take things further and request more information, or ultimately do business with you.
P.S. Nominations have opened for the 2015 Best Construction Blog competition. You’ll obtain free publicity, hyperlinks and recognition just by entering — and of course even more recognition and SEO effectiveness if you win in both the popular and judged voting process.