If you’ve been following this blog, you know that we have had some great advice for using content marketing to promote your auto repair business in the past. Today, I want to get a little more specific about one key area of automotive content creation: blogging.
#1. To establish you or your brand as an authority within your specific industry or niche and win the trust of your readers
#2. To motivate readers to come to you when they need help because you have the answer to whatever problem they are facing at the moment.
If, for example, you decide to write a blog about check engine codes, people will find it based on the keywords you use (and other factors that get the search engines to index the page). In other words, no one reads content like this by accident, and a rare few will look to an automotive blog for a bit of light reading.
With that in mind, it is important to deliver great content whenever someone clicks a link to a post on your blog. Knowing the types of things to discuss in automotive blogging is key to getting the most out of this very powerful and highly effective tool.
Now, my goal here is not to spoon-feed you specific topics or titles. Instead, I want to explain how certain types of topics resonate with readers and how to present them in a way that builds trust in your brand. Get this right, and new customers won’t be able to help looking to you first the next time they have any issue with their vehicle – even if their problem has never been addressed in your blog.
Topics That Jab Pain Points
When deciding what kinds of topics to tackle in your blog, it’s a great idea to simply start by brainstorming some of the most common issues you see in your shop. What are the most pervasive problems that people have with their cars? Moreover, how good is your shop at solving those problems on a first appointment? Mention this point in your blog. Let people know that you are not only familiar with the problem, but that you are really good at solving it.
This does two things for you: It establishes the trust you need to motivate people to book an appointment, and it adds to the perceived value of the service. Simply telling someone it’s going to cost $100 to reset a check engine light might send them running, but if you explain what you’re going to do for them in detail, the value of the service becomes more apparent.
It also doesn’t hurt to warn of the dangers of trying to fix the problem independent of a professional shop. You aren’t instilling fear as much as you are making people think about the additional expense they will incur if something goes wrong with their chosen solution.
Topics that Build Trust
Since I already hinted at this, it is also helpful to zero in on topics where trust is a major concern. Anything that requires non-mechanical solutions (like check engine lights or diagnosing TPMS sensors) has a degree of mistrust built in, especially with older drivers who remember cars that didn’t have these features.
How do you communicate that your services are legit? The answer is simple: by accepting your accountability and answering all the key questions in your blog before the customer has a chance to ask them or object to them. Don’t be defensive in your writing; just present the facts.
Again, brainstorm topics where trust has been a major concern in the past. What types of services are most often declined based on distrust in the solution? Those services are great blog topics and should be examined in detail. An educated customer is a confident customer, and the further you go to be transparent about the whys, the more confident people will be in the whats. Here’s what you need and why you need it.
Topics That Educate and Motivate
This is where “how to…” posts come into play. Explaining common processes can build a lot of value in the service. Let’s say, for example, you decide to write an article on “How to Tell When Your Wheels Are Out of Alignment.” Start by jabbing the pain points: common symptoms that are irritating to the driver and get them thinking about the money they’re going to spend correcting it.
Follow that up by explaining how you are going to solve the problem. What specific steps will be taken to ensure the problem is fixed? Then, drive the benefit of taking action by detailing what expenses will be eliminated from the equation if they call and book the repair immediately. Once you lay all of that out on the table, it’s time to get serious and tell the customer to call you. That leads me to my final point…
The All-Important Call to Action
This part of your blog post transcends any and all topics. This is where you motivate the customer to call you and take action on a specific problem. Your call to action needs to be direct, specific, and tied securely into whatever pain points you have outlined earlier in the post. People rarely do anything without being told to do it, especially when it involves them having to spend money.
Final Takeaway
Your blog’s primary jobs are to establish a place of understanding (we recognize and understand your pain), promise a solution, and demonstrate that you are capable of delivering it. As you select blog topics, keep those three things in mind. They are the framework for any successful automotive blog.
Need some help with some of the particulars? Consider working with a professional copywriter or copywriting company whose writers have experience either in automotive copywriting.
At BeezContent, we work with a dedicated team of professional writers who know their subjects and are eager to work with professionals like you to create successful, high-converting blog content for your business. Contact us today to learn more.
