Content marketing isn’t just blogging, although that is a piece of it. Many executives ignore the value of blogging for the chamber because they don’t think they have time. But with today’s online noise, blogs are no longer optional. You need to have one as part of your successful content marketing strategy.
Still, there are right and wrong ways to go about using a blog for your chamber. If you’ve tried a blog with no success in the past, it may be because you went about it wrong and didn’t see the value in the following aspects of blogging.
Ways to Make Blogging for the Chamber More Successful
Serve Member-valued Content
A chamber blog cannot be about your hours and what holidays you’re in the office. No one will read 300+ words dedicated to that when they could be focused on meatier issues. If they really want your hours, they’re probably conspicuously located on your homepage, or at least they should be. Make the blog content of interest to members and potential members.
Banish Old Stereotypes
Chambers have good reputations in their communities but their reputations might not be fitting of today’s modern chamber. You might be surprised how many people still think of you as only a “club” for white, old people who want to talk about business under the guise of wanting to sell each other insurance and financial services. If this is not who you are, blogging for the chamber can help people get to know you. This also helps you establish awareness, the first part of the marketing funnel as told by Digital Marketer.
Move the Dial
Most marketing funnels will tell you potential customers need to be aware of a problem and know how your business can solve it. However, in the case of chamber membership, potential members need to have a challenge with their business that you can help with but it also must be so pressing that they feel the need to move the dial and do something about it. Your greatest competitor isn’t a business down the street, as is the case for most of your members. Your greatest competition is doing nothing. Many business owners just don’t feel the pain enough to move the dial.
Your blog, and the rest of your content marketing, is an ideal way to make them feel the urgency of the problem and realize you are the only solution.
Blogging for the chamber is a good way at moving people through the membership sales funnel but only if you complete the ask. Without a call to action, your chamber marketing is like inviting someone to your home for a party, greeting them at the door, and then staring at them. Show your website guests all the amazing things they can do to fulfill themselves by giving them a call to action.
But writing your blog and finding your content is only part of the challenge. You need to know where to post it and how to leverage your chamber blog posts for the most return and greatest reach. Download our free Blog & Website Posting Reminder Checklist today and stop worrying if you’re getting it right.