In this week’s blog, we’ll focus on…well, blogs. Specifically, we’ll discuss if blogging is relevant in your business’s overall digital marketing strategy and how to properly maintain one.
Firstly, a business blog consists of published, informal online articles that are either included in a company’s internal communications system (intranet) or posted on the Internet for the public to read. Business blogs use a more personal tone than corporate websites and are primarily used for public relations purposes and a platform of constant feed of information for your audience.
Businesses tend to miss the mark on blogging. They don’t know whether they should create one or not. And if they do have one, then they’re not sure what kind of content they should post and lack the overall key insight behind it.
To determine if your business should create a blog, ask yourself these questions:
Do I Have a Confusing Business?
Let’s face it. There are a lot of businesses that most consumers don’t understand. If you have a complex or hard-to-understand business, then blogging would be an ideal way to help your audience understand you better. The more your audience understands you, the more likely they are to remain loyal by keeping up with your business’s latest updates and insights.
A good example would be a business in the financial industry. A lot of people have questions about mortgages, credit etc., as they should. If you can create and maintain relevant content that explains these topics, then your customers will see you as an industry leader.
Do I Have an Interesting Business?
Consumers get excited about businesses that are exciting. If your business naturally sparks people’s interest, then they will be looking to you for even more interesting content and information. Customers are loyal to the businesses that can keep their interest and provide what they’re looking for, and blogging is one of the best ways to consistently do that.
Does My Audience Know About Me?
One thing blogging can really help with is brand awareness. If you’re a new brand breaking into the scene, a blog is a great way to help your audience get to know you better. Additionally, its a great way to help with your business’s search engine optimization. SEO is a great way to get your audience to find you on the first place they look first- Google.
So you determined that you need a blog. Now what?
Write For Your Customers
Your blog, like your website, is not for you. It’s for your customers, so write content that will appeal to them or provide fresh insights into your industry.
Plan Your Content
“Lack of time” and “I don’t know what to write about” are the most common reasons businesses cite why they do not have a blog. However, with a bit of planning and research you can have enough ideas to write for weeks, or even months in advance. You can start by answering common questions your customers have about your business and telling and expand from there, depending on your strategy plan.
Determining blog frequency is up to your discretion. Aim for a frequency that you can maintain. Once a week is most common, but the key is to maintain consistency. The more frequently you update your blog, the more likely your website will increase in Google’s Search Engine Results Page and gain visibility for your customers.
Measure Your Blog’s Performance
Firstly, make sure your blog is shareable by creating social media share icons so readers can share the blog on their social media platforms. If you haven’t already done so, set up a web stats tool to measure your website’s performance. Google Analytics is the most popular one. It’s free and easy to install. Over time, as you add more posts it will give you a better idea of what content is more popular with your audience and how people are finding your blog.
There are many benefits to creating and maintaining a business blog. If you make your content interesting with relevant content that’s targeted to your audience, along with consistent posting, then you will master the art of blogging and help promote your business.