One of the themes I'll be hitting on early and often during the webinar I am doing for Marketing Profs on Friday, Next Steps with Your Blog: Building Excitement, Readership and Community, is creating value for your blog's readers. People simply won't get excited about a blog unless there's something in it for them. But the big stumbling block for many bloggers, is how do they create that value?
As @KathySierra's tweet above suggests, a great way to find that value is to tap into your blog's 'bigger idea'. Blog about the benefits of your products/services, not the product/services. For example, if you own a pet grooming store, don't blog about dog grooming products, blog about dog grooming. Don't blog about 'The Ten Best Shampoos for Your Dog's Bath', blog about 'Ten Steps to Giving Your Dog the Perfect Bath'.
Kodak's A Thousand Words blog doesn't focus on Kodak's products as much as it does photography. Graco's blog doesn't focus on Graco's products, it focuses on parenthood. Patagonia's The Cleanest Line doesn't focus on Patagonia's products, it focuses on the environment, sustainability, and environmental activism. In each case, these blogs understand what content would be relevant and valuable to their readers/customers, and they tailor the posts they write with this in mind. By taking a step back and focusing on wider topics and issues, these blogs become far more relevant and valuable to their readers.
If you are a company wanting to use social media to reach your customers, the key to doing so successfully lies in creating value for these special people. Is your blog tapping into the 'bigger idea' that makes your content valuable to your readers?