Click me. Read me. Pay me.

It’s the blogger’s trifecta.

But how does one take an idea from brain percolation to monetization?  

The marketing field may have it’s own niches and jargon, it’s own culture, it’s own boundaries and such that separate it from other pursuits, but the basics of how to tell people about your idea, your product, your brand, your client – your story – are not terribly different from other industries and endeavors.

There are a number of different strategies one can use to market their blogs pop, from style to tone to physical layout to format.

First, know your subject.  Especially with marketing-related blogs, sometimes you may find yourself writing about one industry on Monday and another on Tuesday and a third on Wednesday.  While a blogger does not necessarily need to be an expert on the subject, they must at least appear to be one for about 500 words, so do your research and when possible get a quote from an actual expert on the subject.  IIf one really is an expert, make sure that your blog style is accessible to as many people as possible; using insider jargon may make you think you look smart, but it can also make the reader think they are dumb so be judicious in its use.

Second, know your voice.  If writing the blog as yourself, that’s easy.  But if you find yourself writing a piece for someone else, make sure you are able to capture their voice.  In real life, are they funny, direct, a generalist or a technician?  Whatever they are, try to write as if you are in their shoes.

Third, know your audience.  Are you trying to reach the general public or industry insiders?  Do you expect people from around the world to read the blog or just people from, say, Louisiana, and adjust accordingly. For example, if Louisiana is in fact a target feel free to use the word “y’all” and know that there are about 17 ways to spell “Thibodeaux.”

Fourth, people are attracted to “list” blogs but they do have certain pitfalls, so do something different.  Make sure to have a topical “through line” from top to bottom, either stylistically or informationally, for example.  Also, you don’t have to stop at “Ten Things You….” – make it ten-and-a-half, especially if you are sponsored by or pitching a specific product or service.  Essentially, make the first ten points comparatively general and use that “half” to make a specific point about what you’re selling.

For marketing blogs, just remember that there is no difference between explaining (and selling) and idea than explaining (and selling) a vacuum cleaner.  Treat the ideas and strategies and boxes of expertise you and your firm possess just as if they were physical objects and exude confidence in the fact that they are just as solid, just as real, just as important as anything else.

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Thomas Buckley has held a number of elected and appointed government positions – from Mayor to vector control board member – in California.  He also operates a consultancy that specializes in creating public, community, and government relations strategies, land use and development planning, media outreach, and content creation.  He can be reached at planbuckley@gmail.com.