If you’re reading this sentence, then you’ve just proved that yes, business blogging is still relevant in 2020. However, there’s no doubt that blogging has changed rapidly over the past decade: better internet, devices, and new apps and streaming services means that you’ve got to work harder than ever to get noticed online.
Regardless of your opinions on blogging, regularly creating and posting fresh content will help people find your business. An article published in The Guardian reminds us that business blogs, like other marketing techniques, can grow your leads and generate sales through consistent and strategic planning. Over time, your blog posts will help establish your company’s authority as an expert.
Your blog doesn’t just serve as an educational tool for your audience, it’s a marketing tool for your business, and it’s part of an overall digital strategy that can be used to reach your intended audience, boost leads, and improve your company’s rankings in search engine results. So, before you blast a few blogs out into cyberspace, here are a few trade secrets to consider if you want to start blogging for your business.
How to Incorporate Blogging into Your Content Marketing Strategy
Conceptually, writing a blog is simple. In fact, writing a blog, and creating thoughtful, original ideas, should come naturally to most business owners, too. But, if you want to see real, tangible results, especially as it pertains to your revenue, you need to do more than just create a blog; you must create a content strategy to nurture your blogging efforts.
Mike Kappel, a Forbes contributor, recommends that companies and would-be bloggers research various keywords, customer questions, and blog length to help supplement their strategy. It’s also important that you develop an outline or calendar to guide your content creation process.
To support your efforts, here are three questions you can answer to get yourself started:
- What content do you want to produce?
You must establish not only the type of content you want to produce, but also the subject matter that your content will focus on. This might include creating a blog calendar or even an outline of your topics, sources, and any other materials that inform the creative process. Blogging for your business is only relevant if you select topics that appeal to your consumers. For example, if you own a costume store, your target audience probably won’t derive much value from a blog about caring for exotic boa constrictors. But if you create a blog on how to take care of a feather boa…now you’re talking!
- Where will you publish and promote this content?
Your first instinct might be to publish your blog on your website and let it do its thing. But, unless your consumers view your blog daily, they may not even notice when you update your blog or they’re unaware that you have a blog page.
Location Rebel’s Sean Ogle says that, because most bloggers have seen traffic to their websites decline, it’s important that business bloggers circulate their content on “Platforms like Instagram, YouTube, LinkedIn, TikTok,” or anywhere that users are most likely to spend their time. Don’t be afraid to go beyond the borders of your website or traditional media channels.
- How will you use this content to generate leads for your business?
In addition to creating organic leads (where users find you through search engines), business blogs provide you with an excellent opportunity to build trust with potential customers through social media marketing and even e-mail marketing: “the most effective medium we still have for actually building a real business around a blog is through an email list,” says Sean Ogle. By gathering personal information about your customers, you’ll be able to automate e-mails that send customers relevant content and give you a chance to connect with them on a regular basis. You establish a sense of trust and can use their feedback to create a personalized experience.
Not convinced? Consider this statistic from Oozle Media: “47% of buyers view 3 to 5 pieces of content before engaging with a sales representative, and companies with blogs tend to get 67% more leads than those who don’t have an updated and optimized blog.” Your content functions as a form of contact on your website and has the power educate and inspire potential customers.
Why Customers Aren’t Reading Your Business Blog
Of course, there’s the possibility that your blog may attract less attention than you thought. Despite promoting and sharing your blog, and creating original posts every week, your customers might ignore your blog altogether.
So, what gives?
Well, if you’re having trouble going up in Google’s ranks, or gaining new leads, then Oozle Media suggests reviewing for the following errors:
- Your blogs aren’t optimized.
If your blogs aren’t optimized properly, they will lack the technical components that help you rank on Google. If you don’t show up on rankings, then it’s incredibly difficult for customers to find you organically. Try using analytics to discover popular search terms, and use SEO keywords strategically in your posts. Even adjusting your blog’s formatting can help improve rankings.
- The blog topics aren’t strategic.
Without analytics, or SEO, you won’t know what your users are searching for. You can’t expect to get results if you’re not doing the research. So, try to narrow down your topics to cover relevant and consistent topics that appeal to your users.
- You’re not promoting your blogs properly.
No matter how well written your blogs are, it’s not enough to have a great piece that incorporates SEO. It’s crucial to promote your blogs on the appropriate platforms to make sure that they’re reaching your target audience. Find out where and how your potential customers spend time on the internet to increase your readership and, ultimately, your leads.
Are you Ready to Start Blogging for Your Business?
Remember: your digital marketing strategy won’t just take off overnight. You need to dedicate time and resources to producing consistent and relevant content that is optimized for search engines. One source reminds business owners that search engines, like Google, are merely “the vessel for getting people the information they’re searching for. Your company should be the one providing that knowledge.” As a business owner, you’re capable of harnessing your expertise to generate leads. If you need some help along the way, or are looking to strengthen your digital marketing strategy, contact us today for a customized solution for your business