We've all been guilty of it. We've been told that we have to create content for SEO, marketing or advertising purposes so we've forced ourselves to write a blog post. It usually begins by sitting in front of our computers only to be distracted by Pinterest before typing the first sentence. After an hour of browsing kitchen renovations and dream vacations, we finally tear ourselves back to our word document where we painfully, and slowly, type out a few sentences on something related to our business. We've written blogs on topics we either don't really know anything about, or have no real interest in, in an attempt to just get something, ANYTHING, out on the page. We stuff it full of keywords trying to get ranked in Google, hit publish and move on to the next marketing task on our list.
I'm here to tell you, however, that it's time to reevaluate that strategy. Not only is the content lame and uninspired (yes, I called your blog post lame) but it just plain bores you and your audience. You created your company, or picked your job, because it's supposed to be something you love to do. Yet we treat talking about it like a chore. How is anyone supposed to get excited about your product or service if you aren't excited about it yourself?
It's time to start creating content that actually contributes something to the internet. I think I can speak for all of us when I say the universe has had enough of the "Why you should use me to purchase your home" or the "Look how much I know about finance" blog post. We want to know why you are excited to get up and do your job everyday, and how you can help us navigate the world a little easier.
If you could indulge me, I'd love for you to try something for me. Before writing your next blog post, take a step back and think about the last conversation you had about your business where you got truly excited. What did you talk about? Who did you talk to? How did you say it? Did the other person actually seem interested and ask questions back? Now write about that. Not only will your audience thank you for adding to the conversation out there on the world wide web, but you'll feel good for actually contributing something useful to the world.