Why the (blogging) field of dreams does not exist (or why you have to work hard to tell your story)

Build it and they will come.

I know, it was a lovely sentiment, and a reasonable film. Well, compared to Water World for sure.

Would be lovely, but it really only does happen in the movies.

As fascinating as every word you write as you set about blogging for your business is, there aren’t that many people hanging around, waiting for you to publish your next missive.

Not even your mum.

They’re not even going to come find your blog.

So…now you’re thinking why should you bother?

Well, you’re still ahead in terms of making connections by having a blog than those businesses that don’t. The trick is to think of it as one of the places for your story, but not the only place.

And no, don’t panic that I’m now going to list out every single social media channel ever, including ones only teenagers in Tennessee have heard of.  I’m kidding, there isn’t one. I don’t think.

But deciding how to take elements of the story in each blog post and then use it in the best way where your customers, or potential customers, are going to see it, engage with it and do something with it, is the secret here. It’s repurposing, recycling, upcycling, whatever you like to call it, but it’s efficient use of your time and effort.

Repurposing content for maximium effect, minimum effort.

For example, you write a post with a great photo (and we’ll come back to the need for great photos many times). The photo becomes your Instagram post.

Wait a minute though.

You don’t just take the text from the blog post and make that your text to the Instagram post.

Well, you don’t if you want to do it well!

Think about the essence of what your post says, and post that on Instagram. And then you can distil that down to less than 140 characters and post it to Twitter, along with your photo.

Pinterest then leads you to take the most visual element of your post and tell part of the story with that, all the while linking back to the original piece of work.

Three additional connections already from one piece of work.

Three ways to share, taking the story to where your customers are, not where you want them to be. From your perspective it should be quicker and more efficient than making 4 different things up. It also makes sure your story is consistent everywhere, but inspiring wherever it turns up.

Let’s face it, it’s part of what you need to do for your business, but it’s not everything. You have to ensure you leave enough time for the core part of your business. In the same way you want a production line to run efficiently, so should every other element.

So, get your story straight, decide where your customers will want you tell it and then find the most efficient way to do it engagingly.