There are many reasons why your business needs a blog (or a vlog – everything here applies equally to both). However, the core purpose is to inform, educate and entertain your clients, prospects and online audience in order to create a connection which, over time, will convert these people into lifelong fans of your brand.

But, when it comes to blogs, what does it mean to inform, educate and entertain? And what’s the difference between these three vital ingredients?

The inform pillar is very simple – it’s telling people what you do, who you do it for, and how you do it. For example, my business is all about working with female entrepreneurs to uncover their message, reveal their voice and empowering them to create content that will help them to build profitable businesses.

You probably won’t be writing very many information type blogs, as this kind of content will usually be covered in your about and services pages on your website, or through your social media channels.

Examples of information blogs
– release of a new product/service
– opening of a new store/outlet
– sale announcement
– news of a collaboration

This is where blog writing gets a little more fun and interesting!

When you create content that educates your readers, you are beginning to build a connection with them.

But what exactly are you educating them about? You are educating them about your products, why they need them, how they’re made (this works for physical products and services – I’d class this article you’re reading right now as an education blog), and the ways in which your customers are using, or potentially could use your products (this would include case studies).

Examples of education blogs
– case study of an existing/past client successfully using your product or service
– how your product/service could be used in an unusual or innovative way
– a behind-the-scenes look into your business
– showcase of the provenance of the ingredients/components of your products
– the ways in which your product/service could benefit your customer

In this sense, entertain doesn’t necessarily mean just to make your audience laugh or to help them pass the time as they would watching a TV programme or movie, rather the intention is to establish an emotional bond.

An entertaining blog will address your customers’ pain points, their hopes and dreams, their fears and problems, their goals and aspirations. It will demonstrate that you really understand your ideal client, who should read your blog and think “Yes! This is me! You understand me, and I want to buy from you.”

Examples of entertaining blogs
– thought leader pieces (i.e. industry/current affairs opinions)
– a discussion of common issues/problems your ideal client has
– sharing an opinion that is controversial in your field (for example, if you’re a life coach, you might write an article about why you don’t agree with some of Oprah’s advice)
– a personal story/life lesson that you can relate back to your business.

There is no ‘golden rule’ regarding the ideal mix of these pillars in your content strategy, but I’d suggest that every article you write includes at least one of the elements.

However, as with any aspect of marketing, testing and measuring are key. Regularly assess which articles are most popular with your audience, which are driving traffic to and around your website, and which are converting sales.

Do you need some support designing a content strategy? Need to figure out what to say and how to say it?

Book a call with me now to discuss how my unique Clarity, Confidence & Content program can help you fall in love with creating content for your business…