Let’s Cut to the Chase.
Content Fuels the Internet.
Over the past two years of the pandemic, without face-to-face selling, networking and live events, the business world has seen a massive rise in the popularity of content marketing.
This means that if you sell services and want to say ahead of your competition, then you need to create content and lots of it.
I can imagine that your eyes may be glazing over right now because you lack the time (or inclination) to create lots of content. And that’s fair enough. As a small business owner, you are extremely busy. But even so, I’d like you to keep this in mind…
If you’re not showing up online consistently, you may as well be invisible.
Creating all that content doesn’t have to cause you headaches and anxiety. Instead, you can avoid all that by creating smart content — one comprehensive piece of content that you can break down into pieces to use over the internet (including social media).
And the most accessible, relatively easy and least expensive way of doing that is to start a blog.
Business Blogging is so scalable and affordable that it’s the third most common content marketing strategy for businesses.
All the ways a business blog can benefit your business.
However, if you’re unsure of how to start one, write one or use one for marketing purposes, fear not. In this series of blog posts, I’ll teach you all you need to know to have you up and blogging while enjoying the process and the results.
So, let’s start at the beginning:
What is a business blog?
A business blog is a collection of articles written to benefit your ideal prospect.
Each article is known as a blog post, and the act of writing a blog is called blogging.
Your blog lives on your website. It’s included in your website’s theme. However, if your website doesn’t have a blog page, it simply may not have been uploaded to your site.
(The term ‘blog’ is derivative of the original (1999) term web-log).
What is a business blog used for?
A blog is an online marketing channel, like social media, email marketing or podcasting, that helps support business growth.
Business blogging is an inbound marketing tactic used to get your business more online visibility by driving traffic to your website.
The concept behind blogging is to write blog posts that interest your target audience so that when they search online for answers to their questions, your blog post will show up in search engine results, and they’ll click on the link to your post to land on your website.
39% of internet users read 1-3 blog posts a week
11% read at least 1 post daily, &
10% read 4-6 posts per week
(Hubspot 2021 survey)
Websites don’t rank in search engines; pages do
How Google Indexes Content
A business needs to publish content consistently to increase its online visibility.
Every time you publish a new blog post, Google takes notice. It sends web crawlers to index your content for inclusion in search results. The more consistently you publish, the more the search engines will visit your website, giving your content a more significant opportunity to appear in search results. Stop publishing regularly, and the web crawlers stop visiting.
A business blog covers content that supports the business’s core services and products. The content is tailored to a targeted audience and structured to move the reader along their journey to becoming a client step by step. This happens when the business uses valuable, educational and engaging content.
How do I get a blog?
A blog is generally included in your website’s theme. If you don’t have one installed, you will need to upload it to your website. If, for some reason, your theme doesn’t have a blog page, or you dislike the template that comes with your theme, you can have one designed for you. (This can be an expensive exercise). Alternatively, you may need to update your website’s theme.
How do I add a blog page to my website?
Adding a blog page to your site is not difficult to do. However, how do this depends on the type of website you have and whether or not you’re comfortable using the back-end.
So, if you’re not comfortable doing it yourself, please get someone who knows what they’re doing to do it for you or guide you through the process.
Because it’s important not to risk messing up your website if you’re not confident managing it.
However, if you do decide to DIY, there’s plenty of support online for all websites:
There are many benefits for a business when marketing with a blog. Here’s a list of the biggest ones:
Benefits of Business Blogging
A blog gives your business a platform. It’s an effective way to educate and share insights into your industry, business, products, and services and show how you help your clients. In addition, a blog strengthens your reputation and authority and builds relationships with your readers over time.
When you’ve been blogging for a while, you’ll have an extensive collection of articles, giving your readers a library of free resources that they’ll return to again and again. This comprehensive array of content will showcase your expertise and demonstrate to your readers that you understand their problems and that you care, that you have ideas to share and help make their lives easier.
That said, there are many other benefits to business blogging. Raise your hand if you want these benefits for your business
1. Creating Brand Awareness & Attracting Prospects
Did you know that a blog is one of the first places people look when researching a business online? As a window into your business, it acts as a shortcut for potential clients to get a gut feel for how you think and what it may be like to work with you.
Therefore, a business blog can be a powerful tool that attracts the type of prospects who are more likely to be a good fit for your business because they’re interested in what you do and open to you teaching them something new.
2. More (Free) Website Traffic
A blog helps boost SEO
Google loves looking for fresh content to deliver in its search results. So, every time you write a blog post, it’s one more web page indexed by search engines. This means it’s a greater opportunity for you to show up in Google and drive traffic to your website. The more blogs on your website, the more indexed pages and a greater chance for people to find your products and services.
3. Get more leads (by growing your email list)
A blog boosts lead generation, helping to convert traffic into leads
Regular, fresh content of value to your audience that keeps them educated, engaged and entertained, compels them to stay on your website for longer. This increases the chances they’ll see your call-to-action on your post and download your free offer or signup for your newsletter—which gets them onto your email list.
A regular blog also gives people a reason to return to your site, which helps boost your page ranking on search engines.
On average, companies who blog produce 67% more leads per month.
4. Better relationships with your client prospects
Having a blog strengthens your business relationships
The blogging platform enables you to express your business personality through your writing and communication style. More informal than a business website, a blog helps you interact with your audience more personally, increasing transparency and accessibility. By reading your posts and evaluating your service, prospects and partners get to know you and connect with you as a person, eventually deciding whether you’re the right fit.
5. Grow demand and interest in your services and products
Writing blog posts as case studies or telling stories about past client successes will showcase what you can do for your readers, what they can expect and what it’s like to work with you. These types of blog posts can differentiate you from your competition (without giving anything away) and entice people who need your service to choose you over them.
6. Stay ahead of your competition
A blog keeps you up-to-date and on top of your competition.
Researching your blog posts keeps you on top of new ideas, statistics and concepts, which may lead to inspiration for future products. A blog also allows you to illustrate why prospects should buy from you and not from the competition.
(It’s also highly likely that many of your competitors don’t have a blog or aren’t blogging to attract leads, which gives you another massive advantage).
“If people like you, they will listen to you, but if they trust you, they’ll do business with you.”
7. Build trust with your audience and customers
A business blog enhances your authority and credibility, highlights your business values, establishes trust and increases your online presence, all of which work to build customer loyalty.
8. Continue to attract readers, long after being published
A good blog is evergreen which means it will continue to attract readers and potential leads months, even years after publication. As long as the content stays relevant, it will drive readership. The post type that fits best in the evergreen category includes Industry tips, “how-to” learnings, explanations, guides, education, and advice.
And to help older blogs stay relevant and therefore evergreen, older blogs can be updated and republished.
9. And that’s not all…
A business blog is content fuel for your social media marketing
Choosing a blog as your primary content format is one of the easiest ways to develop organic content for your social media. Because it’s easy to repurpose. Here are some ways to spread the word:
- Email your latest blog post to prospects on your email list
- Put a link to your post on your social media channels
- Write a condensed version for your LinkedIn newsletter and add a link to the original post (for further reading)
- Add a link to your post on your outgoing emails
- Create different versions of your content by splitting up the post into chunks and creating bite-sized pieces of content specifically for social media. Content ideas include 30-second videos, lives, stories, quotes, statistics, quizzes, an image gallery or infographic etc. (If you don’t have time to do this, simply pass your blog to your VA or social media marketer to repurpose for your socials.)
- Turn the blog topic into a podcast by taking a slightly different perspective or interviewing another expert or success story.
And once you’ve built up a library of resources through consistent blogging, you’ll have an endless supply of content to use and reuse for social media. You’ll never be stuck for content ideas again!
The business blog is a powerhouse of a marketing tool.
If you’re thinking that a business blog could be just the thing to market your business and you want to know more, then stay tune for the next blog in the series. Where I’ll teach you how to start one and what takes to create a great one. Until then,