In terms of pure volume, I probably write more blog posts these days than anything else. New case studies and white papers may go up on printers’ websites every quarter or so, but blog content needs to be added on a continual basis. The challenge is, everybody needs blog content, but most companies are drawing from the same well.
We see the same blog topics over and over. What is personalized printing? What’s happening with postal rates? How to integrate social media into your marketing. How can you make your blog posts stand out? Why should someone come to your blog as opposed to someone else’s?
As much as you can, share your own expertise and experience. There are hundreds of places for your clients to get general industry information. They don’t need to come to your blog to do it. What they should get from your blog is insight from your company in how to implement what they read about elsewhere and the unique and creative things your company is doing to capitalize on the trends.
For example, you can assume that your clients know what personalized printing is. So what particularly interesting campaign did you develop recently? You don’t have to divulge details. Genericize it. Did you recently solve a customer problem? How did you do it?
One of my favorite blog posts recently involved interviewing the printer’s designers. I wanted to know what mistakes in designing for 1:1 printing they regularly saw from their clients and how to avoid them. This was hypothetical, “same thing applies to everybody” post. It was real nuts and bolts, based on the designer’s daily experiences. That is information this printer’s clients aren’t going to get anywhere else.
I wrote a post on wide-format printing using a similar approach. How is designing a file for wide-format printing different from commercial printing? What do you have to do differently? For this post, I talked to one of the production staff. The result was a “top three mistakes” list, but not a general one. It’s one based on the production person’s experience at his company, with its clients, in its unique market space.
To create blog posts like this, you need to plan and schedule time with the right staff members to get the information. Perhaps rotate departments so that you are drawing information from a different department each week. Week 1: design team. Week 2: production team. Week 3: sales and business development teams. Week 4: customer service team. By rotating topics, you keep the information fresh.
It all adds up to new, fresh information that is genuinely useful to your customers and gives them a reason to keep coming back.
Read the original article here.
About the author: Heidi Tolliver-Walker is an industry analyst specializing in digital, one-to-one, personalized URL, and Web-to-print applications. Her Marketer’s Primer Series, availalbe through Digital Printing Reports, includes “Digital Printing: Transforming Business and Marketing Models,” 1:1 (Personalized) Printing: Boosting Profits Through Relevance,” “Personalized URLs: Beyond the Hype,” and “Web-to-Print: Transforming Document Management and Marketing.”