To start the conversation in your category think about drawing viewers into the conversation. The kinds of things that are interesting to people are tips from your area of expertise, stories from the trenches, product reviews, events, etc. These can be a paragraph that explains what something is, how it works, a diy how-to article, or even a question to the readers.
Ultimately, you build the value in the category you host. The more voices in a category talking the more people will come to read. The more visitors that come to read, the more exposure you get.
Here are some examples of engaging topics:
- Landscaping: Mulching your trees can have an unwanted effect — killing them. Trees need the soil above their roots to be permeable by the air…
- Photography: Who even cares about depth of field? For most snapshots you may not. however, if you want to emphasize a subject or create a unique view the depth of field can be just the tool. To emphasize a subject that is nearby…
- Toys: Have you read the study by Princeton sociologists about classic toys versus electronic toys?…
Now for an example of what you don’t want to fill your category with:
- We’re having a special this week on custom rugs. These rugs will knock your socks off with their easy care pile…
- All our lawn mowers are made in the United States. Our push mowers start at $999.99!
- Come and see our new location next to the county jail. Walk ins welcome.
Should you ever write a post like the second group? Yes, you can. You want to keep the volume of business promotion posts low compared to the real information. If you post useful information most of the time your occasional “We’re having a special on xyz” will be well received. Let’s say 1 promotional post for every four or five will probably be a good balance.
When you post real content that helps the visitor you’re actually building their trust in your business. To boot you’re adding reasons for the visitor to come back to your category and read again. When they see your promotion they’ll be ready to receive your offer and more likely to be turned into a paying customer!
As the category gets busier with other people talking you may be able to post a little more promotional material. Remember the value of trust though. Trust is what pulls you through when a new competitor comes to town or an existing one ups the ante with sales and advertising.
In closing, be helpful and visitors will come back to read in your category, they’ll come to trust you (for good reason!), and they’ll see you as an authority on the topic. You’ll build your brand and sell stuff.
Suggestions? Questions? Comment below. Let’s talk.