Blogging your way to success – create expertise and drive business through free publishing

Blogging your way to success – create expertise and drive business through free publishing

Written by: Gerard Doyle, Fractal – The Startup Marketing Agency

About Fractal: To help startups realise their potential and create a more efficient world.


Blogging is a superpower!

Some people wish for invisibility. Some want to fly. But away from the Marvel and DC universes, lies a superpower we can all harness – blogging.

Hear me out! More than a public diary, a professional blog can be a fantastic communication vehicle for you and your cause. There’s a way to make your articles and blogs professional while still injecting your unique personality.

And your secret weapon is your passion.

Here is the trick, if you blog about topics you genuinely care and are passionate about, then blogging becomes an extension of yourself, won’t feel like work, and will engage people in whatever it is you do.

Whether it’s a five-word tweet or a long-form feature on your latest venture, blogging represents the growth of self-publishing on the web.

Traditional advertising is declining for many reasons, but one of the major reasons is that it is based on the old idea that you can buy attention with an ad and ‘sell’ your services. We live and work in the information age, people are knowledge gathers, they Google EVERYTHING. TV was created as a medium for advertisers, the Internet was not. So, the old advertising adages don’t hold true anymore.

The great thing about Google is that the reach is global, you can now find a highly engaged audience who are seeking you out from all over the world.


Creating authority

One of the benefits to blogging is that it infers authority and expertise.

By taking a ‘pay it forward’ approach to knowledge-sharing you can become an authority in your field through a dedication to blogging. For better or worse the gatekeepers of the media are losing their power, and this creates an opportunity for you.
Two great things occur when you create authority:

  • You’ll find business find you, as you will be seen as ‘the’ expert.
  • You’ll attract links which are great for SEO (Search Engine Optimisation).


Blogging = content and links which are SEO gold

By putting your best ideas forward through your blogging, you will attract links to your website and links are directly correlated to your SEO (Search Engine Optimisation) success. In other words, your website will appear higher in the Google search results.


The Dorris test

Warren Buffett’s Berkshire Hathaway newsletter is world-famous, eagerly anticipated and devoured by thousands of readers on its release.

As one of the world’s most influential and successful investors it would be easy for Mr. Buffett to fall into the trap of writing a newsletter full of industry lingo and jargon. However, before he sends the newsletter, he sends a draft to his sister Dorris. If Dorris doesn’t understand the newsletter, Warren re-writes it.

So, pucker up and K.I.S.S (Keep It Simple, Superstar), enjoy your passion topic and blog your way to authority. And maybe get yourself a Dorris 😉.

Best of all, unlike tractional advertising where you ‘rent’ the attention of an audience, through your blogging you are creating an asset that will reward you for years to come.

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