Should your business have a blog?
Updated: Sep 12, 2019
What is a blog? Hang on a second, what even is a blog?
Before we get started, let’s just be clear on what a blog actually is. A blog is a page on your website that is regularly updated with fresh new content. It’s usually written in an informal and conversational tone, with the most recent blog featuring at the top of the blog page.
Blogs are usually titled ‘blogs’ and most website design packages offer the blog feature as part of their design. This makes your job simple and easy when you decide to start the blogging journey.
Blogs are essential for boosting business credibility and authority. Why? Because, the more you demonstrate your knowledge in key areas of speciality, the more likely you are to develop brand authority. In a nutshell, the more you prove you know your stuff, the more likely you are to be believed.
Keep your blogs simple to read, with a layout that’s easy to scan for time poor readers. Use bold headings to break up paragraphs of text and keep your language informal. Blogs are a jargon free space, so if you do need to use technical words, break them down within your text.
What should I post?
What should I post? This is the first question most business owners ask me. And, to be honest, there isn’t a simple answer. It is important though to keep topics closely related to your business industry and field.
Blogs should be tied in carefully with key areas that you specialise in. Unpack your business industry into themes, products and services, and focus on styling your blogs in a manner that keeps them customer centric.
Your blogs should do the following:
· Solve problems that your target market regularly ask
· Offer insight into industry trends
· Discuss new products that have been released
· Analyse the attributes of different products and services that you offer
· Give ‘behind the scenes’ insight into different areas of your business
· Promote your services and products
· Highlight your team and business owners
· Use diagrams and imagery to simplify complex topics
How often should I post:
Keep your blog relevant and up-to-date by adding new content regularly. What is regular for some, may not be regular for others, this depends entirely on your marketing strategy. But, at a bare-minimum, I would recommend all businesses try and keep their blog up-to-date every month.
Those businesses wanting to actively increase engagement, drive website traffic and/or are in the middle of a big campaign, might decide to update their blog weekly or twice a week.
What are keywords and how do I use these for SEO?
Keywords are the words that people use when searching up your business, products, services or brands in search engines, such as Google. These words, if used frequently and organically throughout your blogs, can help improve your search engine optimisation (SEO).
When these words are used frequently within your blogs they can help increase your search ranking in Google and the like. However, you should use these words throughout your text in a manner that reads well and feels authentic.
How do I get people to read my new blog?
You would not be alone for assuming that your blog would be found, read and shared by people all around the globe, with minimal promotional efforts required. I wish this was the truth. However, the reality is, all blogs need to be actively promoted in order to be found. This also stands true for every new blog that you write. Promote, promote, promote.
Use your existing promotional avenues to alert people to your new blog, such as:
· All social media platforms – link your blog to your promotional text
· Use social media advertising to promote your blog
· Share your blogs on your personal social media accounts
· Encourage your team to share business blogs amongst their networks, (this is a quick way to automatically increase your exposure. Always encourage your team to promote your business blogs).
· Electronic newsletters
· Email campaigns – share your latest blog with your existing clients
· Promote your blog on your website home page
To some, a blog feels like a commitment they just can’t keep. And, to be perfectly honest, I get this. But, in order to remain competitive, to stay relevant and to continue to be top-of-mind amongst your audience, it’s something you genuinely need to consider.
So, take the plunge and start writing. And, if you get stuck, flick me an email and I'll be more than happy to help.