One thing I love about blogging is that it gives a small business the ability to quickly and easily build awareness for itself online.  This is exactly what Amrita Chandra is doing to get the word out about her Toronto-based art gallery, Tinku Gallery.

Perhaps the most important aspect of a blog, is making sure your content is positioned from the reader's point of view.  Many small (and large) businesses completely miss this, and want to use their blog as an extension of their website.  They want to use the blog to directly promote their products and services, which is the exact wrong approach to use.

But think about the people that would attend an art gallery.  Why are they there?  More than likely, they are there because they are drawn to the beauty of the artwork on display, and probably drawn a great deal of inspiration from the works the gallery contains.

Which is why I think the blogging approach of the Tinku Gallery's blog, Tinku Tales, is perfect.  Amrita makes a point to delve into the works that her gallery displays, discussing the artist's inspiration for the artwork, and the messages they are trying to convey.  As a bonus, she even talks to some of the artists, so they can share their thought processes, and how they create their works. 


I also love how Amrita includes links to the artists that are being featured at her gallery, and complete contact information for the gallery, as well as her picture AND bio!  But most of all, I love how she promotes the artwork and the inspiration behind its creation.  She is looking at the blog through the eyes of the reader. 

If your business is blogging and you aren't getting the results you were hoping for, step back and look at your content through the eyes of your reader.  What value are you creating for them?  Are you attempting to sell to them, or are you trying to create content that they can find value in?  If you aren't sure how you should be doing, check out Tinku Tales as a good example of the type of blogging experience you should be striving to create!

And if you need specialized blogging help, don't forget that branding expert Christina "CK" Kerley and myself will be conducting a special blogging site clinic during the next Small Business Marketing Unleashed!  In this clinic, we'll carefully analyze blogs that are submitted by attendees, making sure they are positioned properly so that they can give your readers the valuable content they are looking for, while also helping your business grow.  You can get more information on the blogging clinic here, and find out the complete schedule for the next SBMU here.