Varying the content is a smart move. That way, Paul keeps it interesting and attracts a much more diverse audience. He is crafting his content for what he thinks his audience wants to read, not simply navel-gazing on the company's industry. After all, the people who are likely to buy the beautiful planters are probably not metal enthusiasts or welders.
Nor does he overwhelm readers with sales offers. The references to company services and products are scattered here and there, and just enough. Often they are casually woven into relevant posts on current events such as the price increases of steel. In the process of reading the news tidbit, the reader's interest in the products is peaked more so than if being bombarded with hard-sell messages right and left.
Practically speaking, the blog brings traffic to the company's commercial websites. It also gives them a ready vehicle to communicate with customers in a true voice.
The Power: The Power of The Tinbasher Blog is in the way it is being used to enter new markets and promote end-user sales, by a small family business with no marketing budget. It's a fascinating lesson in how to craft content that attracts a readership and subtly conveys a marketing message, without becoming soul-less and commercial.
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