Why I Blog for Customers Instead of Fans
I stopped blogging in November 2010 after almost a year of daily updates because I realized that, while people were reading my materials, my clients weren’t. I realized then that I needed to change the focus of my writing. Previously I had been writing about what I found interesting and focused on the number of people reading my blog. As a result, this actually had a negative impact on my brand because I was spending my time blogging instead of helping my clients achieve their goals. While I still think blogging is important, my focus has shifted to helping clients meet their Sales, Marketing, Retention, Management and Planning goals rather than on the number of visits per day.
My change in focus has changed how I select content for my blog, how I promote it, and what metrics I use to measure success. I now focus on blogging about conversations that I have with customers, because if one customers values a specific conversation it is likely that other customers will find the post valuable. (This post is actually the result of a conversation with a customer.) Instead of promoting my posts for mass consumption, I now recommend posts to specific people that will find them valuable and encourage them to engage in the conversation. My metric for success is no longer the number of visits to my site or read times, but instead how many people tell me that the content on my blog has helped them with their business.
In the spirit of blogging for customers instead of fans, what specifically would you like me to research and write on?