Serious content creators know that each article they publish is a piece of a larger content marketing arena.
But the thought of generating content ideas on a regular basis often knocks us out before the opening bell even rings.
It can be difficult to consistently write exceptional content that encourages visitors to stick around and learn about your unique selling proposition.
For example, let’s pretend you’re the marketing director for a store that makes and sells boxing equipment. You need to convey the passion, care, and expertise your company puts into creating its specialized gear, but the problem is that your message is only a couple paragraphs.
Your wimpy, single piece of content reads more like a press release or “About” page than a compelling story that spreads across multiple blog posts.
You’re stuck with limited material when you need to develop many different articles that help boxers and boxing enthusiasts find your merchandise. Instead of “throwing in the towel” and losing a marketing opportunity, view your situation from a creative perspective.
With that in mind, here are 16 ways a boxing equipment business could approach blog post writing. Note that each idea below can be applied to your niche to make your website a fresh and valuable resource in your industry.
Focus on products
1. Tell stories
Feature your individual products in separate blog posts, rather than merely listing that you sell gloves, bags, mouthguards, tape, etc. What are their special benefits? Which qualities make them the perfect purchase for your ideal customer?
2. Customer testimonials
After you’ve posted articles that spotlight each of your products, create complementary posts with testimonials about those products. Link the new posts to relevant old posts.
3. Reader discounts
Show your appreciation for your blog readers by rewarding them with special offers or giveaways. As an incentive to subscribe to your website, you may also want to offer a freebie or discount on a physical product.
4. Neighborly love
If you don’t sell clothing and accessories, such as boxing trunks and water bottles, promote other businesses that do sell those items. Write posts about your favorite boxing stores and link to their websites to initiate camaraderie.
Share your company’s story
5. Employee profiles
Demonstrate that your team members are true boxing aficionados — people with relatable interests. You can structure these posts in a “Question & Answer” format to make them easy to read. What’s his or her daily role? How does his or her skill set contribute to the company’s business objectives?
6. Behind the scenes
Tell stories about day-to-day activities. They may seem mundane to you, but routines at your organization give insight into your operations. What’s it like to work at your company? Which best practices differentiate you from competitors? Why do customers love your products?
Use your blog to describe your mission statement in a personable way. The casual tone that is appropriate on your blog allows you to make professional jargon more understandable. Why do you make and sell boxing equipment? What problems do your products fix? Why is your quality unparalleled?
8. Captivating visuals
Show your products in action with photos, slideshows, and videos. This is especially useful if you are in an athletic or active industry like boxing. Images help potential customers get a sense of what it’s like to own your specific brand.
Discuss important events
Keep your content current by writing about local and national fights on a regular basis. You can make announcements about upcoming events and also write blog posts about their highlights and pitfalls after they’ve occurred.
10. High-profile fights
Standard blog posts may be 300–500 words, but special occasions are a chance for you to produce longer, in-depth articles closer to 1,000 words. Provide comprehensive details and analysis.
11. Field reports
Do you have correspondents at a big fight or tournament? Is a trade show or conference nearby? Explain what you’ve learned about your customers’ needs from associates who interact with a broader range of consumers.
12. Training and classes
Consider offering boxing training in your store, and use your blog to see if your customers would be interested. It might even be possible to create an online course that could help your target audience. If that’s not a possibility, discuss the classes or online courses you’d recommend.
Educate and illuminate
13. Exclusive interviews
Look for ways to educate your audience by tapping the wisdom of other people in your industry. Ask professional boxers and trainers to share their knowledge with your readers.
14. Insider instructions
Continue educating with boxing tips and techniques. What are the best ways to treat wounds? How do you strengthen your muscles for optimal performance? What should boxers eat?
15. Reviews and resources
You can review apps, websites, books, or magazine articles related to boxing. Are they helpful or a waste of time? Guide your customers to the right resources.
16. Direct correspondence
Listen to your customers’ questions. You probably don’t answer all of them on your website, so address them in blog posts. If you already have a thorough “Frequently Asked Questions” section, repurpose or update your text and publish it in a series.
Build your own content marketing arena
Content helps you expand the “know, like, and trust” factor that you need to satisfy before customers feel comfortable buying from you.
When you have a focused editorial strategy, your website becomes a channel that broadcasts your news. It’s a media outlet that potential customers regularly visit to get the next installment of your unfolding narrative.
Your readers focus their attention on your boxing ring and become interested in fighting the good fight with you.
Do you write blog posts to share your business’s unique story and attract new customers?
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Editor’s note: The original version of this post was published on January 7, 2014.