Why Your Content Defines Your Baking Brand (and how to nail it to grow your cake business!)
Content is a word that gets used a lot in the blogging world, without really explaining why and what it covers.
Content is anything you post to your website, blog, social media. It can be text, image, audio, or video based depending on your preferred style and audience.
There are three key reasons why content is super important for defining your cake blog or business.
- Publishing regular quality content pushes you up the SEO rankings. Google prefers websites that are kept up to date and regularly publish high quality content. If you blog or share content regularly, you will naturally improve your SEO ranking.The higher you are up Google for your niche keywords (like wedding cakes, for example), the more likely people looking for someone just like you are to click through to your website.
- The content you publish determines their first impression when they do visit your site.They will likely read the post they reached or scan through the posts on your homepage and decide based on this what your specialty is and how much of an authority you are in your field
- Because your content attracts people to your website and then determines what they think of you when you arrive, it plays an essential role in defining your brand. Your content tells your reader what you do and how well you do it depending on how in-depth and valuable the content you share is.
That makes your content pretty important to grow your cake business or blog with the right kind of readers – the kind that will love what you share, sign up for your email list, and become loyal customers.
Here are my three favourite steps for nailing your content to be on-brand, appeal to your ideal audience, and grow your cake business!
Make every blog post reflect your brand
If your blog post doesn’t reflect your brand, is it really appealing to your ideal reader or customer?
When sharing content online, whether via social media or your blog, it can be very tempting to stray from your core niche and post about other topics. So whether you sell wedding cakes, cake pops, or rustic desserts to farmer’s markets, make sure everything you share supports that image of you.
Each time you post something new, ask yourself if it is something that relates to your brand and what you want to be known for. If it does, then go ahead and share it because it is content your ideal audience (read: customers!) are likely to love.
If it doesn’t, ask yourself if it is something your ideal audience is likely to still have an interest in. For example, if you blog about working from home running a cake business, your ideal reader who aspires to do the same may also be interested in posts about juggling a work-life balance.
You can share related interests like this if you want to as you should still appeal to your ideal reader, but keep it to a minimum. You don’t want to dilute your brand or confuse your reader.
You’re the queen of X, so don’t confuse readers with too much Y.
Tailor your content to your ideal reader
Completing step one will help you on your way towards targeting your content to your ideal reader by being selective on what you share.
But there are more ways to make sure you are nailing your content and directly meeting your ideal reader’s needs. Happy readers = future happy customers, so this step is really important.
I highly recommend creating a profile for your ideal reader. What’s their age, job, relationship status, aspiration, amount of free time? The more detailed you go in defining your ideal reader, the easier it is to write specifically for that one type of person who you want to visit your site, sign up, and buy from you.
Knowing them inside-out means you can write specifically to answer their questions. What do they want to know about your cakes or services? What do they need help with? What will they be interested to learn more about? Write the posts that are clear and in-depth covering these subjects and you’re onto a winner.
You can also then find Facebook groups, Twitter chats, and other social media platforms where your target reader hangs out. Ask in these places what they want help with and see what questions they are asking. Use this to guide your posts.
The content you create as a result will appeal perfectly to your ideal reader, developing your authority in your baking niche.
Tip! If they need help on an area you aren’t an expert in, but that still ties into your niche, reach out to an authority in that field to guest post on your site. They get exposure and you get the answers your readers need.
So if you’re a wedding cake baker and want to provide other posts in the wedding niche, reach out to other bloggers to provide a post for your website about choosing their food options or decor. It’ll give your reader and potential customer more of what they want while building a relationship with them, so they’re more likely to choose you to buy from.
Make your content actionable
When writing the posts that answer your brand and your ideal audience’s needs, you need to make them as valuable and actionable as possible. Don’t let your readers go away without knowing how to put your advice into action.
List posts and how-to guides are often the most shared pieces of content. There’s a reason for this. The structure of these posts mean that they break down a topic into step-by-step smaller chunks of information and lead the reader through each step to reach the end result.
I highly recommend using those post formats. For the content that doesn’t fit the how-to style so well, make sure it is in-depth and actionable. Add high quality images to guide your reader through the information you are sharing.
If you can build high quality images into a how-to style post, even better!
The key is to cover every aspect of your chosen topic so your reader knows what they came to find out and where to go from there.
Include a clear take-away so they know what to do at the end of your post – whether that’s getting in contact to arrange a cake tasting or plan a design, or something simpler like moving on to another related blog post.
Content that fits these requirements will grow your brand authority within your baking biz niche, attracting loyal readers who love your useful content and share it with their friends. This in turn gives you more exposure and helps you to grow your cake business!
Content is essential for expanding your reach, attracting loyal readers who are more likely to buy from you, and growing your brand authority.
Share your content regularly and make it in-depth, actionable, and tailored to your ideal reader and brand to grow your cake business.
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