Why blog about your business?
I couldn’t resist the title; after all, it’s one of those onerous tasks many business owners undertake as part of the vast repertoire of ongoing everyday tasks.
We know it has to be part of the content marketing arsenal, but most people are terrified of blogging.
Caroline, I don’t have time.
I know I need to do, it but there are other more important things.
I know, I know I’ll start next week.
Some of the myriad excuses I get when talking to would-be blogging customers.
Is blogging still relevant in 2020?
In my opinion, A big resounding YES it is!
I’m not the only one, check out https://nealschaffer.com/are-blogs-still-relevant-in-2019/ who also agrees.
I’ve been blogging since 2010 and during that time it has evolved to more than merely SEO keyword stuffing.
Blogging about your business, it’s products and services is a great way of selling without being cocky and arrogant about how good you or your company is.
A company can build its reputation by having an online communication with its customers through blogging.
By writing QUALITY content that helps your customer make a decision.
Your blog can answer the questions your reader is searching for.
For SMEs, this is problematic.
Because they lack time and commitment to keep up a serious blog that helps their customers.
They also don’t really know who their audience is or where to get ideas from to start a blog.
1. Ideas? Where do I start?
Start with speaking to your customer service and/or sales team they are on the front line.
What problems are they solving every day?
Your salespeople probably have a whole book stuffed with problems they’ve had to sort out.
They are likely to provide a host of blog content ideas.
Blog about your business keep it personal and showcase what you are doing for other customers.
I bet many of these problems are also the same ones that your prospective customer has.
As I’ve eluded to in this blog.
2. Aim to keep it simple
When you blog about your business, write simply and concisely.
I’m not known for keeping it short and sweet and there is some evidence to suggest that blogs should be longer than 1,000 words.
Speaking from experience, most of us have so little time to read, make it easy for readers to scan your blog quickly, get the information they want and then take action.
3. Quality and niche
Your writing should provide quality information that your reader finds helpful. Don’t churn out blogs for the sake of it. Have something to say and make it relevant and meaningful.
4. Your blog = solution
Your reader has a problem that needs fixing and your website/business provides the solution.
Whey you are looking for a solution to a problem what’s the first thing you do?
You GOOGLE it! Until you find what you are looking for.
If your blog makes good use of SEO keywords, over time people will find you.
4. Praying for time
Most companies demand instant results from blogging. But writing and keeping a blog isn’t going to garner you with loads of leads and website enquiries.
You have to be prepared to be in it for the long game – minimum 3- 6 months for your blog to gain traction.
Positioning yourself as the GO-TO EXPERT in your field takes time and deliberation.
Readers aren’t going to part with their cash on the strength of you writing a couple of blogs.
They want to make sure you’re authentic and that your business can deliver what they’re after.
They will continue to show up to read your blogs and related subjects as long as the content is useful.
Create content using words that reflect the culture and brand of your business. Be personal because your content is then relatable to the person who is reading it. A blog writer aims to write, so the reader nods their head in acknowledgement, “yes, that’s my problem too!”
5. Aim to have a long term affair
Keep the conversation going. If they ask questions via your website or leave a comment, respond quickly.
Be willing to provide any information they request.
When that conversation starts, you are now at the start of the sales process.
Make it easy to subscribe to your blog with subscribe and sign up boxes on your website and especially on your blog.
6. Be consistent
Consistency is the key to success. If you don’t want to do it yourself, then consider hiring a freelance writer who offers blogging services.
You can find out more here.
7. On a final note – blog about your business
As you develop your repertoire of blog posts, you will have more quality content to link to and over time your ranking in search engines should improve.
It will also show your depth of knowledge, technical expertise and uniqueness which will set you apart from your competitors.
Do you need a hand with blogging?
Rather than merely reading about it, why don’t you contact me for an informal chat?
Make a decision right now and start your blogging journey with me.
Further reading for you