Are you thinking about launching a blog as part of your content marketing strategy? It seems like everyone’s doing it. Before you get started, before you even consider how to get started, make sure you know why you are getting started.
Why blog for your business? There are three reasons you should blog for your business. They are authority, visibility, and relationship-building.
Authority Useful blogs that provide readers the skills they need to get where they’d like to go give your business credibility. What starts as credibility becomes authority. The information your business shares makes your audience more skilled and better educated.
Don’t be fooled! This applies whether you are marketing satellite communications systems or selling coffee. It applies whether you are big or small. It applies if you have one customer or thousands.
Complexity, price, and size do not determine the need for authority. Every audience wants businesses to provide useful information that matters to them. Ultimately we buy from those we trust and we tend to trust those that share their knowledge meaningfully.
Here’s how to use your blog to improve the authority your business commands:
- Write 3-4 evergreen blogs. These thoughtful pieces lay the groundwork for everything else you are going to talk about. Refer back to them relevantly in future blogs.
- Write 3-4 blogs that tackle topics that matter to your target audience. Demonstrate your expertise.
- Write in short digestible paragraphs. Readers are skimming for usefulness and words that matter to them.
- Deliver one message and broadcast it early and often in your blog. Everything else supports that one message.
Visibility Your business has competition. It comes in all shapes and sizes. By themselves, blogs are not the answer, but as part of a well-thought out content marketing strategy, they are a substantial part of the solution.
Well promoted blogs increase your visibility by helping your business rank high in search results. That’s not all. Consistently delivered, relevant blogs also have the power to keep your business in front of your target audience and attract a loyal following.
This matters because loyal followers have a high probability of becoming customers. In fact, Demand Metric found that 80% of people like to learn about a business by reading their custom content and 60% seek out more product information after reading content about the business.
Here’s how to use your blog to improve the visibility of your business:
- Commit to publishing once a week to get started. You already have 3-4 weeks of content while you work on building more. You’ll get better and faster and then you can increase your frequency.
- Let your blog content determine the title and not the other way round. Pose a question, be interesting, and remember your title is the first impression. Wow and deliver!
- Add categories to your blog identifying key words. This helps search engines rank you. It also helps ensure your content can be easily found by your target audience.
- Add social media Share buttons to everything you can. Make it easy for others to share and promote your expertise.
- Promote your blogs using social media and publishing platforms. This drives traffic to your website where your target audience can learn more about your business.
Relationship-building Blogs have the ability to create a connection with your audience. They can be useful and personal which makes them easy to digest. Readers can dip in and out and the more they read, the greater the bond that is built.
Well-written, informative blogs lead to greater engagement from the target audience. They start to trust their source enough to commit to reading their white papers, watching their videos, participating in their online discussion forums, and so on.
This is relationship-building. Without it, sales are transactions and hard to come by. With it, sales flow naturally and are followed by repeat business and referrals.
Here’s how to use your blog to build relationships with your target audience:
- Invite comments on your blog and respond to them. These are steps in getting to know your audience better. Don’t panic if someone disagrees with you. That happens in the best relationships!
- Be original, be authentic, be you. Share your expertise freely, answer questions, and offer to help.
Blogging increases authority, visibility, and relationship-building. That’s why it’s important for your business. But you know what’s even more important? Getting started! Dive in and do it today!
How has blogging helped your business? Thanks for reading and please share your comments below!