Originally published on our Medium blog
Here’s a quick & dirty tip for businesses that don’t know how, where, and why to start blogging:
Turn your most common customer support replies into blog posts.
Anything that you or your customer support staff have in their prewritten responses and copy-paste hundreds of times a day —
all those bits and pieces need to become your blog posts.
And that’s one of the best ways to start a business blog.
If you’ve been doing customer support for a while you’ll be able to produce all kinds of blog posts:
- purchase-related,
- refund-related,
- feature-related,
- competition comparisons,
- product properties and features,
- usage best practices,
and so on.
These will be practical, product-centric blog posts that address specific needs of your customer audience.
Here’s why this approach works so well:
- All your blog post topics are already validated. Everything you post is relevant to your target market and thus much fail-safe.
- You’re building a long-term asset with minimal effort. You’re building and using your custoer support materials anyways — just repurpose them into blog posts.
- You’re covering all stages of your sales funnel and customer awareness with your posts (just like you do in customer support).
- Your blog starts accumulating organic impressions and clicks on Google. Once you have enough click & impression data you can get it audited. This will get you data-driven onpage SEO recommendations and even more blog post ideas that are perfectly tailored to your audience.
- Your customer support agents can just send links to these blog posts from now on, thus improving the behavioral SEO metrics for your site!
- …sharing these blog posts is also one more chance to showcase your website and your offer.
Basically, when you go through your customer support replies and repurpose them, you can produce the first batch of your blog posts just as well as if you ordered a professional content plan.
Naturally, you will have to re-work most of them so that they read well, but that’s a whole other story already.
Again, there is hardly any better entry point into blogging than this.
Take things that are already relevant to your customers, expand them to cater to the whole market/audience your target, and you’ve got great & relevant blog posts.
Ideally, you need to run third-party keyword research and optimize your posts for SEO keywords (we can help).
But even if you don’t do that — you’re already ten steps ahead of your competition that produces generic blog posts.