Farm Soho is doing it right
Take a page from the blog playbook of Farm Soho. This coworking space out of New York City put together a guide to the 10 Best Coworking Spaces in Texas. You heard that right – a NY company writing about Texas. I know, right!?
On the grounds that the state hosts four rapidly-growing city centers and their excellence as a pro-business state, the bloggers picked out ten wonderful spaces for entrepreneurs and other business folks to gather and work (for those curious, check out their list before we move on).
What’s the point?
Perhaps you’re wondering how this blog post is good for marketing their business. Telling people where to work in Texas doesn’t draw in new customers!
However, that’s not the point.
The point is to position themselves as an authoritative brand. They are providing valuable information to users who could use it. Instead of providing an umpteenth list of business tips that don’t actually add value, they give independent workers places to go when they’re traveling for business.
Plus, these companies don’t threaten the Farm Soho business because they are confined to a certain city.
Brands build strong online associations through generosity. Gary Vaynerchuck built a huge brand on the concept of giving without expecting something in return. Being a good steward of the Internet involves answering questions for your potential customers. Doing so gives you exposure and an association with authority. It gives people a reason to remember you next time they need your services.
Taking a page from their blog
So, how can you replicate what they did? Well, if your potential customer is big on traveling, this example can work well for you. If your customers are homebodies, why not try to profile some other local businesses? Locals love recommendations from other locals, so give them the down-low on your favorite local businesses that they might frequent. Heck, even a favorite restaurants list will do, so long as you make it relevant to your readers.
Plus, giving this vote of confidence allows you to build relationships with these other businesses, which you can theoretically leverage for other promotional efforts in the future.
Blogging isn’t effective when you use it solely to toot your own horn. Give people a reason to show up to your blog and let them know that you want to help them. That impression can really pay dividends.