Blogging for your business

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/ posted in Business, Digital, Marketing & PR, Social Media / 1 Comment

A blog is an easy way to keep your website content up to date – without altering product pages or overhauling other content.

It’s the ideal middle ground – more versatile and immediate than a website, but with a longer shelf life (and attention span!) than social media. Think of it as another facet to your marketing strategy, a hub for content that feeds into your Social Media activity.

Why blog?

Websites with a blog have over 400% more pages indexed* in search engines –  i.e. those websites have been found much more easily by search engines, and also by the people using them to search.

What’s more, small businesses that blog have 126% increase in lead generation¤.

Still not convinced? Well how about the fact that companies that blog have 97% more inbound links‡ – effectively lots of digital signposts all over the internet pointing to your website.

A magnet for search engines – and humans too!

While you should always write for your audience first, based on what they will be interested in, it’s important to tick all the right boxes in terms of search engine optimisation (SEO). More about that in another post, but one of the main goals of blogging is getting found by search engines.

By producing high quality content that is valued by potential customers, you build credibility both with them and with search engines, which are becoming ever more accurate at spotting what people are looking for online.

Show your personality

When you start a business, you’re often focused on being taken seriously. But what you also need to remember is that people buy from people – by showing a little bit about your company culture and the people who make up your business you’ll attract people who want to do business with you.

Digital agencies and design companies are really good at getting their personality across on their websites, but it doesn’t always work for a business in a “serious” sector such as financial services or insurance to take the same approach. That said, humanising your brand and showcasing expertise is even more important in those advice roles, and a blog is a great platform to do this.

Express your opinion

You’re an expert in your field, and there will be developments in your industry that you have an opinion on. By using your blog as a forum to express these in a clear, honest, yet professional manner, you are cementing your reputation as an expert.

If your blog is multi-author (more than one person writing), you need to establish some guidelines on how to write, and what about. This is good practice even if it’s just you who will be doing all the writing, just to keep your content relevant and on topic.

Give advice

There will be things in your line of work that your customers find hard to understand, or are cautious about – by being the company who answer those questions and allay those fears, you will gain their trust.

You can do this in a variety of ways to make it engaging:

  • Video diaries
  • Expert Q&As
  • Interviews
  • Tips lists
  • How to guides
  • Infographics
  • Quizzes

…and so on. Making a regular feature of advice content spreads the word that your business is a source of help. Who do you think they’ll remember when it’s time to make a purchase?

Blogging is a great soft-sell way to get your message out there, and is low cost once you have things set up. There are plenty of resources and examples online to learn from, when you’ve got going you’ll probably really enjoy it!

Sources

*http://www.techclient.com/blogging-statistics/

¤http://www.thinkcreativemediaworks.com/blog/bid/136585/Increase-Lead-Generation-by-126-Through-Better-Blogging

‡http://www.hubspot.com/Portals/53/docs/resellers/reports/state_of_inbound_marketing.pdf

Like what you’ve read? Why not join us on twitter @npowerbusiness #energytogrow and Linkedin at npower Business

 

 

 

Comments on this article (1)

Kristie Shimonishi | commented on 27.12.16

Enjoyed reading this, really great stuff, thankyou .

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