March 27, 2020
Once upon a time, blogging was reserved for those of us who would spend their free time writing about their travels to update their families on what they saw, ate and wore on a day-to-day basis.
With the introduction of blog ads in around 2002, the industry was propelled forwards. Millions of people start blogs aimed to capitalise and ‘get rich’ online. A new concept, obviously, back in the early 2000s. I’m not going to go into the timeline for blogging (you can check out Hubspot’s brief timeline of Blogging here if you are interested).
While the industry has clearly changed; and most bloggers fall under the term ‘influencers’ now, I’m here to tell you that blogging isn’t dead. In fact, blogging for your business is very much alive.
Read on to learn about the 6 reasons why you should start blogging for your business.
When a potential customer is browsing your website, they want to know what it’s going to be like to work with you before they put any money down.
Traditionally, businesses will create a ‘gallery’ or ‘portfolio’ page where they show a few pictures of work they have done. Bleh.
I mean, sure, someone might like the style of your work, but they still have no idea what it’s like to work with you. More often than not, people are looking for a connection. They want the story that makes them feel like they were there. That they know you, like you and trust you.
In my opinion, writing the story that goes along with it, is just as important as showing off the pictures. You want to write a story that makes a potential client think they were there. They can visualise that it was them.
Start with the beginning: How the client found you. The problem: why they needed your service. And the solution: How you solved it. Add some good quality photos and optimise the post for SEO.
Pro tip: Contact your client and see if they are happy to share the article with their followers. Boom. Traffic.
If you are a product-based business, you obviously can’t share the story of how you did something, so consider contacting customers or influencers to see if they would consider answering a few questions. You can easily turn the Q&A into a blog post that highlights their story.
When you write about topics that are relevant to your business, your audience will see you as an industry authority. You are giving out free information on your blog, therefore imagine what they would get from actually working with you.
If you are familiar with Instagram strategy, you know that people suggest picking your content pillars. Blogging for your business is pretty much the same. You want to pick a few things that relate to what your business is about. These become your cornerstone content pillars, almost like your blog categories.
For example, my main pillar is websites but underneath that, I have SEO, branding, Showit tutorials, marketing and small business tips. These are the things I know a lot about and my target audience are interested in. They all relate to my larger pillar ‘websites’, and the type of people who would ultimately be looking for my services.
Not only do you establish authority with your audience when you blog, but you also establish authority with Google.
When you write with the keywords or phrase you want to rank for each individual post; add more trustworthy links; use Alt Tags on your images and create good, juicy content, Google is going to reward you by ranking you higher for those organic keywords.
The trick is to ensure you are writing with the keyword you want to rank for, in mind. There is no point talking about your first car if you are trying to rank for “Brisbane Florist”.
Read all about SEO here and my top tips for writing an effective blog post here (coming soon! Sign up to my newsletter for updates!)
If you have any Analytics set up on your website, you will be able to see what kinds of content does better than others.
When creating content, it’s all well-and-good to create what you think is interesting, but if you have analytics set up on your website, you will be able to see what kinds of content your audience is actually interested in. No need for guessing anymore.
My favourite thing about preparing my content for the month is the fact that I have a clear idea of the type of content I can provide across all my social media channels. I usually take the things that I have been talking about on my blog and use them to create emails, Instagram posts and more.
While Pinterest Marketing is not for every type of business, I honestly love the platform for marketing. Pinterest was the driving force that saw me plan out my whole years worth of blog topics in January.
Those are my 6 reasons why you should be starting a blog for your business.
Are you currently blogging for your business? What is stopping you? Comment below!
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I'm Madison; a thrift-loving, surf searching Brand + Web Designer based on the Gold Coast, Australia.
I help small business owners, photographers and downright-cool-people build strategic online spaces that help them achieve FREEDOM.