Chris Brogan has a post today about the value of writing How To articles on your blog. I agree with his general idea, but as I said in a comment, the real payoff comes from being highly specific. There are thousands of social media “experts” out there, but most blog posts are extremely general. For example, I monitor blog mentions of “google alerts,” and the vast majority are simple statements that “You should set up a Google Alert for your name and company’s name.” That is helpful in general, but it isn’t likely to get you a lot of repeat traffic. I’ve found that the best reaction comes from posts that are industry specific. I wrote a post on reputation management for hospitals that got linked to from all over the Web, and brought in a number of customers for our AlertRank product.
This approach is open for every industry. If you want to attract real estate professionals, write about how they can search for real estate leads with Google. Tell legal marketers the best search terms for leads for a law firm. This formula can be repeated any number of ways.
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