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Personal Branding: Treat Your Blog as if it was a Gift

Mary Rosenbaum | May 26th, 2010

If you are like me you have probably received countless birthday or christmas gifts that were not what you wanted or even needed. What did you do with those gifts, put them in the back of your closet, returned them if you could, re-gifted them to someone else? One thing is certain, you didn’t use this gift or benefit from it in any way. In fact, you probably forgot about it as soon as you put it away.

If you want people to read your blog or newsletter you have to think of these communications as a gift. All too often I receive newsletters or blog postings that either rehash old news or reword something either they or someone in the industry has already written about. What they don’t include is anything of value for me. Value can be defined in many ways. For example, it can provide me with a new way of looking at something, or a new approach I can apply to my business or life, or even a story I can relate to.

If you have read my past posts on the value of a strong brand, writing a blog and the rules of blogging then you know that providing your target audience with some added value is more important than just getting something out there with your name on it. Your blog or newsletter should convey your opinions in your area of expertise. One of the benefits of writing a blog is to communicate your thought leadership (your personal brand) in a way that exhibits your expertise in a “show” and not “tell” fashion. Distributing a blog or newsletter that doesn’t provide valuable content can only hurt your personal brand – your reputation. Why? Because people will immediately delete your emails based on their past experience with you.

Just like everyone else, my email inbox is filled with newsletters, email blasts, and blogs. With the limited time we have and the surplus of information we receive make sure the communications you send out are worthwhile. Let’s make sure the delete button is reserved for someone else. If you follow these rules they just might help you keep your audience and grow your following.

1. Know what your target audience wants and needs. Look at the responses (if any) you get from your postings and determine how they can be better focused to improve the content you provide and the engagement you develop with your audience. Research the work of other thought leaders in your industry. Read the comments they receive, see how you can address some of the issues that are being raised, but with a different point of view.

2. Make sure you are not underestimating your readers’ sophistication or knowledge. There is nothing worse than providing information that is so “been there, done that, old hat”.

3. Are you addressing the right target audience? I know I receive emails from companies and individuals providing valuable information on hi tech products for large businesses, classes on becoming a fashion designer, and courses on passing the bar exam, among others. Just because you have someone’s email address it doesn’t mean they want to receive your gift of communication and knowledge.

4. Don’t overuse the send button. Unless you have something worthwhile to write about, don’t write. I know I have said in the past that consistency and constancy in communication builds credibility as well as a following. You should write at least one time per week to maintain that following. But having said this, there is nothing worse than writing just to publish – because you dilute the value of your blog and of your brand.

5. Connect with your readers in a way that resonates with them not only on a business level but on a personal level as well. The more authentic you are in your writing, the more your ideas will resonate with your audience.

Having the right formula – original ideas and content, well written text, reader connection and engagement, – will result in a growing targeted following.

What tools do you use to keep their finger off the delete button? Please share them with us.

Utilizing her experience of over 25 years Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @Careersguru

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Blog Your Way to Success

Mary Rosenbaum | March 13th, 2010

In my last post on Social Media Marketing I discussed the importance of using a blog in your business whether you are an entrepreneur, a solopreneur, a small business owner or a professional interested in career management. In addition to increasing the penetration in your particular market, the benefits of blogging are many and include developing brand recognition, exhibiting expertise, creating greater inbound traffic to your website and business, and learning about the needs of your target audience (see an earlier post To Blog or Not to Blog for more insights).

According to Hubspot, companies that blog get 55% more visitors and 97% more inbound links. So if you want to grow your business and create greater credibility the time you spend on this endeavor will be well worth it.

Here are some typical questions, and hopefully some answers, on how to get started building a blog.

1. How can I develop the content?

Research and Read- You can’t get into the conversation if you don’t know what it’s about.

–         Join those groups on LinkedIn, Twitter, and Facebook whose members are people you want to reach – potential clients, customers, employers, and those who influence the decision makers.

–        Read the postings on these sites and learn about the issues, needs and wants of this community. What questions are being asked? What is being addressed? What is missing from the conversation that you believe would add  value to this audience? Which topics are over-exposed?

–    Which links are being resent and retweeted? What information and type of format resonate with your particular audience?

The research stage will provide you with ample opportunity to read and learn more about the community you want to join.

2. Once I have the content, then what?

–  Make it relevant.

–     Write as if you were having a conversation with someone.

–     Be authentic – write about what you know and what you believe.

–     Write about something you are excited about – excitement is contagious.

–     Be generous with information.

–     Always be on brand and on topic in every post.

–     Always edit, edit, edit and then proof read your work.

3. How often should I write?

Put reading, research and writing into your daily or weekly calendar in the same way you schedule other appointments or meetings.

–     Be consistent – write as often as you can, weekly, bi-weekly, bi-monthly.

4. How should I deliver the message?

By now you have seen many examples of ways to structure your blog postings. Although this is far from exhaustive, here are some ideas for structuring your content:

–         Articles on how-to in your area of expertise.

–         Provide resources and links that can help your readers.

–         Provide your expert opinion along with the opinion of others on current news and events of the day.

–         Discuss case studies or client issues you have successfully dealt with that might resonate   with your audience.

–         Connect your readers to articles, blogs, reports published by others.

–         If applicable, write about aspects of your personal journey and how you got to here from there.

–         Use video to deliver your message.

–         Interview a thought leader in the industry.

–         Use some combination of all of the above.

5. How do I get people to read what I write?

–    Participate in your community of groups – comment on other postings, answer questions generously, establish credibility and visibility.

–    Once you have gained credibility and trust, inform your groups whenever you publish a new post.

–     Learn from each posting which subjects and styles resonate with your audience based on comments they provide, number of visitors to your blog, and retweets.

I know these lists are far from exhaustive. I welcome any additional ideas you have for creating a blog that is interesting, well read, and delivers the message of who you are and what your personal brand is all about.

Follow me on Twitter @careersguru

Utilizing her experience of over 25 years, Mary Rosenbaum helps entrepreneurs and careerists position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead

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To Blog or Not to Blog, Benefits and Rules of Blogging

Mary Rosenbaum | February 1st, 2010

I am always being asked about the value of writing a blog. Is it worthwhile to spend the time especially since there have recently been a spate of articles on the proliferation of blogs and the diminishing value of their content? After all, how many different ways can similar ideas be presented and how do we know there are sufficient readers out there to make the time you spend writing worthwhile?

What would your purpose be in writing a blog? If you are an entrepreneur, a small business owner, a sole practitioner, or a careerist, the odds are that you want to grow your business, grow your reputation, gain greater visibility, and/or promote your career. What better way than to write about the issues affecting your clients or your industry in a way that helps your readers and provides them with some insight into how you think and what you know.

From a personal standpoint I know that writing a blog has solidified how people view me and my services in addition to generating new business. Writing and maintaining a blog enables me to:

1. Get my point of view out there for others to read and comment on

2. Convince or introduce people to new ways of thinking

3. Solidify my brand – what others think of me in their hearts and minds

4. Gets my name out there in front of people I may not have been able to reach otherwise

5. Provide other experts’ opinions and writings to my readers through links and references

6. Start a conversation and create a community with like minded people

7. Get input because I am always interested in learning from the experiences of others

In order to achieve these goals I make sure that I follow these rules when I post on my blog.

1. Don’t try to sell them anything. It should not be a sales piece for you or your business.
2. Offer information that would be valuable to your particular audience.
3. Be consistent, stay “on brand” to solidify how others view you and what you offer or do. If they expect you to write on particular topics, meet their expectations.
4. Maintain continuity and post regularly, if not every week then at least every other week.

5. Never bad mouth others (unless they are criminals or are already viewed as “bad guys” by the world).

When done correctly blogging can be a valuable tool to growing your career or business; but promoting your blog is critical to making the time you spend writing worthwhile. Using Twitter, Linkedin, Facebook, as well as publishing on a variety of content related ezines you increase your readership exponentially.

Are there other benefits you derive from writing a blog? Are there other rules you adhere to when writing your posts? What other ways do you promote your blog?

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