Here’s a funny thing about running a small business: you probably know more about your industry than 90% of the people walking through your door. You’ve also probably spent years figuring out which questions customers ask before they buy, which problems they didn’t even know they had, and which “industry secrets” aren’t really secrets at all.
That knowledge? It’s pure gold. And the easiest way to share it is through educational blog content.
Let’s talk about how to turn that hard-earned expertise into a steady stream of trust, traffic, and leads.
What “Authority” Actually Means for a Local Business
Authority sounds like a stuffy word, doesn’t it? It’s almost like something a Fortune 500 CEO would worry about while sipping espresso in a corner office.
However, ‘authority’ can also be very different for a small business. For that small business, authority can represent being the first place or person that other people will turn to when they need help with anything in their community.
Think back to that one neighbor we all call when our dishwasher begins to make some weird noise. That right there is authority. You see, authority isn’t necessarily about being the largest, most expensive, or loudest.
Rather, authority is about being the go-to source that people trust. Online, this builds slowly by providing answers to questions that are helpful.
If you Google “my AC is blowing warm air in July” and land on a blog post that’s written by a local heating and cooling company, do you now know who you’re going to call when the problem is more than what you are capable of doing yourself? This is how authority works in a nutshell.
How Educational Content Builds Trust Before You Ever Shake Hands
Most of us are hesitant to make a purchase from someone who we have never met. Instead, we tend to make purchases with people who have demonstrated expertise in what they offer. With that in mind, educational blog posts can help your new potential customer to feel comfortable about doing business with you, and this is true even when you are away on vacation, at lunch, or while you’re asleep.
When a person reads educational content that has actually helped him or her, he or she will then begin to see you as an authority figure in your industry rather than just another business that’s attempting to sell them something. In other words, by the time your new potential customer picks-up the phone or submits a contact form, most of the groundwork for establishing trust has already been completed.
The “Helpful Neighbor” Approach
Think about explaining something to your friend over coffee. You’re not going to pull out a 47-slide powerpoint presentation or start quoting all sorts of industry stats that no one asked for.
You’ll simply say, “Here is what really is going on. And this is what I would do about it.”
This should be the tone for the type of educational material you create. It should be friendly, clear, and useful. Not preachy!
The Connection Between Blogging, SEO, and Getting Found
Search engines want new, helpful, and relevant information. Each time you write an article answering a legitimate question (or each time you create other forms of content) you’re providing Google with one more valid reason to show your business to people searching for something they need.
It’s not just getting ranked under “your business name.” It’s about appearing when potential customers use those “little” search queries (i.e. everything from “How much does it cost to repaint kitchen cabinets in Coeur d’ Alene,” “What is the best time to seal a driveway,” and “Questions to ask a roofer”) on a random Tuesday night at 9 PM.
More articles mean additional entrances to your website. More entrance points equals more visitors. And ultimately, that means that there is more opportunity to convert an interested visitor into a paying client.
Local SEO Loves a Good Blog Post
When your blog posts naturally mention your “service area”, reference local landmarks, or otherwise discuss issues that are unique to your location (such as how heavy snow can weigh down roof structures, or how high humidity levels will affect hardwood floors, etc.), you have basically told search engines what areas you should rank for.
This is the magic of local SEO, and the best part is that it’s working behind-the-scenes so you can continue with running your business.
Actually Useful Strategies for Creating Educational Content
Alright, enough theory. Here’s how to make this work without losing your mind or your weekends!
Start With the Questions You Already Answer Every Day
Pay attention next week. Every time a customer asks you something, jot it down. Those questions are your blog post goldmine. If three customers a month ask about it, three hundred people online are probably searching for it too.
Write Like a Human, Not a Textbook
Skip the jargon. If you wouldn’t say it out loud to a customer, then don’t type it onto a blog post. The goal is to sound like you, and not like a robot that’s trying to win a spelling bee.
Keep Posts Focused
One blog post, one main idea. Trying to cover everything in a single article is like trying to eat the whole Thanksgiving spread on one plate. It gets messy, and nobody walks away satisfied.
Add a Clear Next Step
End every post with a gentle nudge. Not a pushy sales pitch, just a friendly “if you’d rather have someone handle this for you, here’s how to reach us.” It’s easy, natural, and effective.
Consistency Is the Whole Game
Nobody likes to hear the hard truth about blogging, and the hard truth is that it takes a lot of time. There isn’t a slot machine where you put your money (post) down on Friday and get your jackpot of leads by Monday.
Businesses that take the time to create an extensive library of trusted content over time (six months, or a year or two), as opposed to a single piece of content, will have a competitive advantage from their competitors. Every post you write continues to work for you.
Even when you are done writing and hit “Publish,” the post continues to rank on search engines, answer questions, and bring additional eyeballs to your site. A blog is essentially the closest thing to a full-time marketing employee that works 24/7 without ever asking for a pay raise.
When You’d Rather Not Do It Alone
Many small business owners who are looking for quality content marketing results simply do not possess the hours, the writing expertise, or the SEO knowledge to achieve these goals. And there’s nothing wrong with that! This is preicsley where Townsquare Interactive can help.
Townsquare Interactive has an established team who assists small businesses with creating educational content that actually ranks, is found by consumers, and generates qualified leads, and it does so all without having to commit to long term contracts or endless customer service queues or argon-laden monthly reports.
Establishing authority within your market space does not necessarily mean that you need to be the loudest voice within your community. Establishing authority simply means that you are going to be providing valuable information to those who will benefit from it. And while this process may take some time (and can begin with one well written blog), establishing such a reputation is truly worth your efforts.
The goal of Townsquare’s staff to help you with this authority-building process is simple: to develop a relationship with you and your business in order to assist in growing your business on a month-by-month basis.