Collision repair marketing and the anatomy of a good blog

May 2 2014

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When you’ve been writing blogs for your collision repair shop for a few years, it becomes second nature to craft content that your online readers will value.  You begin to find inspiration for blog posts in your daily activities and you develop a schedule for writing and posting that works well for your shop.  If you are still fairly new to content marketing and blogging for your business, though, don’t worry—you’ll get the hang of it in no time.  There are many helpful tricks to writing for an auto body shop, but it’s best to start at the foundation. 

For all of you blogging newbies and even you seasoned pros who want a refresher course, here is the anatomy of a good collision repair blog post:

1.       Always start with a question.  When writing any blog post, think of what question you want to answer.  You can tackle a question that your customers frequently ask or you can get inspiration from Google.  The genius of starting with a question is that it instantly puts you in the mindset of your customer, fueling your ability to write content he or she might be looking for online.  Be sure to focus on one question at a time, even dividing it into multiple blog posts, if you have enough details to provide.  Always remember that Google rewards quality content, so don’t get lost in trying to squeeze in all the right keywords.  If you focus on your customer, you’ll get the pageviews you’re hoping for.

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2.       Answer in bite-sized chunks.  Be very careful when publishing a blog to make it easy to digest for your reader.  Don’t deliver just a big blob of writing—it will likely overwhelm your readers.  It’s not that people are opposed to reading lots of writing; it’s that we are bombarded with tons and tons of content online every day.  And when someone is looking for an answer to a question, they are looking for a clear, concise response.  Use bullet points, numbers, paragraphs, and font changes to highlight the various points you’re making.  Don’t forget to include several images to illustrate what you’re describing.  Images are especially helpful in describing various types of auto damage and collision repairs.

3.        Include a call to action.  Every blog post is an opportunity to score a customer for your collision repair shop.  When someone reads your post, give them the chance to make an appointment right then and there.  Or offer them a downloadable coupon in exchange for their contact information.  Blog posts and CTAs go together like peanut butter and jelly, so be sure to take advantage of this easy lead generation opportunity for your business!

Special note: whatever you do, never post a video blog without written content.  Google can’t read photos or videos, so it won’t pick up on your blog post.  You can post videos, but just be sure to include a written explanation with them. 

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Do you have questions about blog writing for your collision repair shop? 
At Stratosphere Studio, an agency that specializes in collision repair marketing, we would be happy to answer any questions you might have about blogging or any other aspects of your marketing plan.  Contact us today!

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