‘Download our ebook’. ‘Subscribe to our newsletter’. ‘Access our white paper’. We’re marketers. We’re in the business of directing our audience, enticing our audience towards something of value. Something that will persuade our reader to buy from us. We really are a ruthless bunch.
Henneke Duistermaat provides us with ideas to help ‘seduce’ our audience. To offer them enchanting marketing. Jay Baer talks about becoming a Youtility for our audience. Providing something that is of tremendous use and value. Bernadette Jiwa asks us to create ‘difference’. Brilliant marketing minds inspiring us to offer our audience something beyond good. Something exceptional.
So… what do most of us do?
We bundle it all behind one of the most bland and dull terms in marketing existence. We hide all this great information within our ‘blog’. We ask our audience to ‘read our blog’. I’m going to do something now that will irritate you greatly. You know when you see those ‘Watch this video’ call to actions with no clue as to what you’re about to see? Well, I’m hoping my UK readers will know what’s coming up… if not, please watch this 30 sec clip from Blackadder.
Now, each time you hear the word ‘blog’ you’ll associate it with Bob. Cruel aren’t I?
A blog is a blog is a blog.
Seriously, do I want to ‘read your blog?’ Not really. I have better things to do. Do I want to hear your perspective, your view, your slant on what matters within my industry? I sure do. Do I want to hear how you can help me? Hell yes.
Why the bee in your bonnet, Rhodes?
My issue isn’t with the term itself. It’s a descriptive. I constantly use it myself and that really irritates me. But, just like a book, a song, an event, we understand what we’re getting (the platform) when we’re asked to ‘read our blog’. However, the last gig you went to, can you recall the singer announcing ‘Helllllo [Insert City Name]. We’re going to play a song for you now!’. No. You’ll hear ‘this is a song about feeling betrayed… feeling loved… feeling something’. My real problem is the use of ‘read our blog’ as a call to action. It’s unrevealing. It’s uninspiring. It’s all a bit… Bob.
What am I putting forward as an alternative?
Integration. Your website should be your blog. Your blog should be your website. Together, it’s your online offering, your voice. This applies to any commercial business. Your homepage should become an ‘index of insight’. Whether you’re a fencing company, a software solution, a telecoms provider. Lead with your insights. Your perspective. Don’t ‘have’ a website. Be your website.
You’ve got two homepage options, choose the latter.
Option One: Welcome to our website. We’re one of the UK’s leading providers of data management software. We’ve been operating since 2005. We are based in a lovely office in Yorkshire and are passionate about helping our clients to succeed.
—-
Option Two: Data Management is our business. Here’s why.
—–
Now, I don’t want to get all Simon Sinek on you, but when that ‘why’ is followed by a series of articles that, even on first glance, display your knowledge, your ambition, your insight, it tells me what I need to know about your business. It shows me why you’re a leading provider. You don’t need to remind me. Lead with insight and you don’t need to ask me to ‘read the blog’.
What’s next?
Take another look at that ‘blog’ link within your site’s navigation. What can you do to bring it to the forefront of your website? If you’re looking at it thinking ‘crikey, I don’t really want my prospects landing there first’ do something about it. Seduce your readers, offer youtility, create difference. Just don’t simply blog. Don’t forget. Bob.
Written By:
