One of the biggest mistakes a business makes with their online content (social media posts, blogs, etc.) is that they make it all about them (the business, product and/or service.)
There are definitely appropriate times to focus on your business (telling your story, sharing success stories, etc.) but what your online content should do is provide information that will be interesting and helpful to your target audience. If you are a pet food supplier, then your audience is probably online looking for pet-related articles and information (training your pet, best chew toys, how to travel with your pet, etc.), or if you are a CPA, then your audience may search for the best deals in travel, how to reduce home maintenance costs, or better options for business expense management.
They key is to listen, listen, listen. Listen to what your customers are saying. Read related online forums on topics that may interest them and see what they are discussing. Look at comments on sites such as Yelp for related businesses to yours to see what is being discussed. Follow topics and businesses on social media to see what topics other businesses are posting about and discussing with people.
You will find a wealth of topics your audience is interested in that you may have expertise in or you can have a guest blogger/interview with to provide the information most discussed online. Your customers (and potential customers) will be a lot more likely to follow you and visit your site if you give them something they didn’t expect… ideas, inspiration and solutions that may not even relate directly to your product or services.
For more about this series read our 31 Day Countdown to Your Success post.