As a business owner, most of us are well-versed in how important it is to have a regularly updated blog. However, I’m sure I am not the only one of being guilty of talking the talk rather than walking the walk! Clients take priority and blogging can quickly fall down the to-do list.
Below is a quick re-cap of how having a regularly updated blog can help you grow your business.
- It is a cost-effective way of getting your message across to your customers.
- You can use it as an opportunity to demonstrate how your business can solve pain points for your ideal client.
- Blogs are an opportunity to provide a fantastic behind the scenes look at how your business operates and its ethos.
- Blogging is a key element of Search Engine Optimisaton (SEO). By posting regularly it helps informs the search engines that you are constantly updating your website. It also enables to you to be seen as a domain authority for your subject area.
- By talking about key business issues in your blog post using keywords for your industry, you help your ideal customers find you when they are searching for your type of business online
Are you are struggling to get started? Perhaps you feel that you have a bit of a mental block about what to write in your blog? Follow these steps below and you will be pressing the publish button before you know it.
How to get started or climb out of the blogging desert
1 – Do your research
Read articles written by your competition or companies in a similar field that you admire. What topics are they writing about? Is there anything specific that is resonating well with your target audience? Read blogs on similar topics and do your key-word research on google and Buzzsumo to see what typical questions might come up.
With so many businesses going digital and the constant stream of new content, you want to make your post stand out from the crowd. Effective keyword research can help both your customers and search engines find you.
As part of your business blog planning process, be sure to understand how your customers may be searching for the information you are about to provide. If you have the best answer to the question, make sure your audience can find it!
Once you have soaked up all the information you can, then map out an overview and some headings and leave it, you will be better off starting to write fresh another day.
2 – Get Writing
On the day you plan to write your blog, turn of all distractions and get focused. Everyone works in different ways but for me personally I would rather write my content in chunks and then go back and edit it at a later date. That way I can follow the flow of the writing and usually maintain the same tone.
Another great tip I received when I started out was once the first draft was done, to read it out loud. It helps point out sentences that perhaps don’t make sense and also those paragraphs that seem to go on for ever without getting to a point. The ideal sentence length is around 16 words, there is no need to stick to this religiously but it’s a good rule of thumb.
3 – Shout about it
Once you have written your blog, optimised it for the web and posted it on your site, don’t forget to share it! It’s really key to let your audience know it’s there – maybe share it initially as a new post alert, then pick out some key themes to highlight.
Blog well-received? Now for some re-purposing
If the blog performs well, there are many benefits if you choose to re-purpose it. You have invested time creating some good quality content, so do keep referring to it and get it to a wider audience and build your domain authority.
This could simply be in social media posts, on Medium or even as a LinkedIn article.
With the growth of video marketing I always recommend that my clients create some video content around their blog posts. Everyone takes on information in different ways so by creating a video version to share with your audience, you can bring the material to life. It’s up to you how you choose to do this, whether that be through IG stories and TV or through a LinkedIn video. Where possible it is also recommended to caption the script for those watching with no sound.
LinkedIn also suggest is turning a strong performing post into a slide show or webinar, again using the content that you have already researched and prepared to provide the detail and enabling you to share it in other locations.
Feeling particularly proud of your content? Does it really answer a burning question for your clients or prospects? Then you could also look further afield and look for guest blog opportunities or offer to be a guest on a podcast to talk about the issue you want to discuss.
I hope that this article has helped provide some guidance on the benefits of business blogging and some tips on how to get started or increase the quantity of your posts. Let me know how you get on and I’d love for you to try to re-purpose your content at least once to see how it impacts your business.
About Kandu Marketing
My name is Ruth, I am a Freelance Marketing Consultant operating as Kandu Marketing. I provide jargon-free content marketing support. This usually starts with strategy or copy-writing and also covers a range of other marketing activities. www.kandumarketing.co.uk