Having a blog on your website can play a number of important roles for your business. It can be a powerful tool for communicating with your customers and creating a two-way relationship. By talking about the issues that keep them awake at night, topics that are shaping your industry right now or offering solutions for common problems, you can place yourself as a voice of experience. The most important thing is to create content that really adds value for your customers and resonates with their priorities and values.
By posting regularly and consistently, even if it’s just once a week, your customers will begin to look to you as an expert and be happy to share your articles on social media platforms, especially when a message really strikes a chord. You can also promote your blog using social media or use snippets of advice from your latest post as a Facebook status or Tweet, for example. It pays to vary what you communicate because people won’t want to read lots of duplicate information if they’re following your business on several different platforms.
Blogs are important too because they create that all-important fresh content that search engines are looking for. Search engine ‘spiders’ regularly scour the net for new, relevant content that matches what people are searching for. A fresh blog shows both the search engines AND your customers that yours is a website that is up-to-date, thought out and written with specific people in mind.
Your blog posts should feature carefully chosen keywords or phrases to help your search engine optimisation. This doesn’t mean stuffing them full of keywords, however. There’s nothing worse than reading blog posts that are repetitive, poorly written and spammy. When you think carefully about your target audience, keywords often occur naturally in blogs.
Of course, time – or lack of it – is one of the main reasons many businesses don’t have a blog. It is important to commit to blogging consistently but I would argue that quality content outweighs quantity every time.
Outsourcing your blog to an experienced copywriter can be a fantastic solution. You can reap all the benefits of the blog without losing precious time to a task that will take you away from the strengths you bring to your business.
Please visit my ‘Blogging for business’ page to find out about the number of different blog packages I offer. These packages have been designed with small businesses in mind. You can also see some of the blogs I’ve written for other companies recently in my Portfolio.