“What content should we be creating on our website blog?”

This is one of the most common questions I hear as companies begin their journey with content marketing. To answer this question, we must look at things from the perspective of a buyer.

In my experience, buyers are obsessed with finding answers to the questions that fall into these three categories the most:

  • Pricing and cost
  • Problems
  • Versus and comparisons

These topics have shown, time and again, to drive the best results for businesses I have worked with and studied in a way that transcends all industries — both B2B and B2C.

But as companies, we often want to completely avoid addressing the topics that fall into those categories.

Talking about our problems, pricing, etc., makes us uncomfortable.

However, in this blog post, I will show you how to effectively address each of the five topics listed above, but you will only see the results you’re looking for if you fully embrace the role of the teacher to your prospects, answering any and all questions as honestly and thoroughly as possible.

So what type of content should you start with for your website blog and how do you go about creating those pieces of content?

1. Create “How Much Does It Cost?” Blog Post(s)

Think about the last time you tried to find the pricing for something — anything — online, and you couldn’t find any information on pricing whatsoever. It’s frustrating, right?

Of course, there are very valid reasons why you may think you can’t write about pricing.

Maybe there are a lot of variables that go into the pricing of what you sell. (Particularly if you’re in a service-based business or consulting field.) You might also be worried about tipping your hand to the competition about how much you charge for what you do.

No matter what the reason may be, know this — the more upfront you are about your pricing, the more likely you are to build trust with your audience.

Without a doubt, upfront information about pricing is very important for all businesses that want to generate revenue from the world wide web but how do you put this into action?

  • Make a list of all the major products and services you sell.
  • Next, identify those products and/or services that generate the most revenue for your company.
  • For each, produce at least one blog article and a video explaining the factors that dictate cost, what the buyer can expect to see in the industry, where you fall as a company, and so on.
  • Include the word “Cost” or “Pricing” or anything related to that somewhere in the content title.
  • Publish this content on your website blog. We also strongly recommend that you make this blog post very easy to find from any page of your website.

Here Are Some Examples of This Type of Blog Post:

  1. What is the Cost of a Metal Roof: Factors, Considerations, & Examples
  2. A Guide to Fiberglass Pool Costs
  3. How Much Does Website Design Cost in South Africa?

2. Create “Problems” Blog Post(s)

Your buyers are performing as much research online as possible before making a purchase because they don’t want to later regret their investment. More to the point, your buyers want to know the good, the bad, and the ugly — especially the ugly.

Knowing this, we only have two options as businesses.

We can allow our buyers to discover the flaws and problems of us and/or our industry on their own, meaning they will ultimately trust us less. Or, as soon as they walk through your virtual “front door,” you can say, “Here is the elephant in the room. Do you have a problem with it?”

Without a doubt, discussing the problems with your products, services, and industry is very important for all businesses that want to generate revenue from the world wide web but how do you put this into action?

  • Define what industry your company is in.
  • Identify the major products and services you sell that generate the most revenue for your company.
  • Create at least one blog article and video that addresses the problems associated with your industry and each product or service.
  • Include words like “Problems,” “Challenges,” and “Issues” in the title. You can also tease that you will also be sharing solutions to those problems in the content title.
  • Publish this content on your website blog.

Here Are Some Examples of This Type of Blog Post:

  1. Problems With Managing Your Own Property
  2. When Positive Parenting Doesn’t Work: 5 Missteps to Avoid
  3. Problems When Hiring a Website Design Agency or Freelancer

3. Create Comparison (“X vs. Y”) Blog Post(s)

Hundreds of thousands of comparisons are searched for online every day. That’s because buyers often have many options. So, for these articles, you’ll want to focus on the questions you’ve received or seen from customers and prospects that specifically deal with a comparison between two or more options they can choose from.

Depending on your industry, you may need to address many different types of comparisons in your content.

And without a doubt, comparison blog posts are very important for all businesses that want to generate revenue from the world wide web but how do you put this into action?

  • Make a list of all the possible options that your prospects have be it they are vendor-based, service-based, or product-based.
  • Go ahead and write the comparison blog posts.
  • Include “vs” in the blog article title. Adding something like “What’s the Difference?” or “Which Is Right for You?” to your content title may also be helpful, as well.
  • Publish this content on your website.

Here Are Some Examples of This Type of Blog Post:

  1. Metal Roofing vs. Shingle Roofing: Which Material Should You Choose?
  2. Local vs. National Commercial Real Estate Firms: Which Is Better? (Pros & Cons)
  3. Website Design Agency vs Freelancer – Who Should You Choose

Conclusion

Above are great blog topics to start with however ultimately you should use your website blog to respond to all common questions and worries that your potential clients or customers have. Here is a list of 73 other types of blog posts to publish on your website blog.

That said, a website blog is significantly valuable long term for your business. Hence, go ahead and get started today with the basic topics listed above and commit to a strict consistent schedule of publishing blog posts. I recommend publishing 2 new blog posts per week for faster long term benefits. #StartDoing