Show Me the Money – by Ben Martin

It is hard work as of late, convincing individuals that blogging/creating content needs to be part of their digital personal brand strategy.
Especially those that have amassed valuable knowledge over the years and even those with great ideas and opinions.
Some tend to believe that all they need to have is a static presence, say hello on Twitter or Facebook once in awhile, occasionally add connections to their network, and they are set to attract clients.

The “build it and they will come,” theory.
Lets be honest, this method doesn’t work and those that are venturing into this arena can back me up. There is no “one size fits all,” path to success.
It’s about creating relationships and you have to drive traffic. BUT it is not only traffic that is important. Unlike traditional media where today’s news is tomorrows fish and chip wrapper, the world of the Internet has staying power. So every entry into the online world leaves a digital footprint about you that can be found.

Magnetism & Four-Letter Words
Streetwise professionals would probably also agree that publishing blog articles is like magnetising your target audience to you. When the blog is quiet, the traffic to your blog slows or stops.

Lets take a look at some benefits:
• Gives the writer credibility.
• Focuses on the author’s ideas and expertise.
• Establishes credibility in the author’s niche.
• Attracts the reader to the author & the author’s additional content.

How awesome, right?
Who wouldn’t want that?
Ever met a salesperson that didn’t like the spotlight or to talk more about themselves?
Even so, when I say the word, “blog,” it’s like I’ve said a four-letter word.

The definition of this word has also changed; with the advent of 140 character micro-blogs i.e. Twitter, the use of video blogs i.e. YouTube, picture blogs i.e. Flickr. Penning a few words can lead to engagement however, the richer the content the richer the engagement.

Walking the talk
So, for some time, I’ve been pondering how I could get more people interested in blogging. A little more exciting…more “sexy,” if you will.
It would have to be, or I’d lose my audience.
In this case:

• Executives.
• SME’s
• Sales Professionals.

Individuals, that clients will make decisions about, in 2014 and future.
These days, the Internet is a haven of nifty new media. A place where we read, play games, buy, sell, trade, socialise, and more…

Building a boat
Back to my challenge – To making blogging more attractive and enticing. As a parent, my instincts are to put a fun slant on it.
Much like how we convince our children to take their medicine with the song, “A spoon full of sugar.” Or inspire others to remember something with a groovy acronym.

Finding the Hot Button
So, playing to what gets people enthused I realised this is the sweet spot…the hot button. I should find a way for them to get just as excited about their blog as they might be about “MONEY“.

The acronym…
M – More
O – Opportunity
N – Needs
E – Engagement
Y – You

More Opportunity Needs Engagement from You

Oh yes, Show me the money!
What sales person wouldn’t get excited about that? Information about themselves – about their purpose – rippling across the Internet where their target audience is hanging out!
Can you imagine what could happen with this slightly changed perspective?

Pen is mightier than the sword

From a marketing, brand and personal standpoint, a blog should be the hub of your social media and digital presence.
Technology is already changing who wins and how.
Employees – regardless of time served, status, or experience – NEED to stop snarling their nose at penning a few words once in awhile, and start realising the benefits.
For them, and their clients.

More Opportunity Needs Engagement from You

Ben is the Digital Sales Enablement Leader for IBM Global, a Redbooks Thought Leader, Community Manager, a regular contributor to the IBM Social Business Insights Blog, Social Media Today and his own blog The Social Wrap – We Sell or Else #wesoe. As part of the sales transformation team, Ben looks to help empower individuals to use social tools to build relationships, trust and engagement that result in revenue for IBM. You can find him on Twitter and LinkedIn.


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