Why Your Business Should Be Blogging
Yes, we know – to a lot of people, especially busy entrepreneurs, blogging sounds like very hard work. Coming up with ideas, carving out time to write, formatting and posting content… It’s daunting.
But here’s the thing: The value of your blog makes the time investment more than worthwhile, and with a bit of planning it’s easily achievable. Not convinced? Here are three reasons why your business should be blogging.
Your blog is a stage, and you’re the keynote speaker.
Show off your knowledge and expertise and prove yourself as a standout in your industry. It’s also a chance for readers to connect deeply with you and your content. Blogs provide a forum for discussion and double as cheap and easy PR. If you consistently write quality content, you’ll find your lurkers turning into subscribers to see more.
A blog is your chance to get more in-depth and share the whole story.
While we advise that you keep your content short and to the point for social media, this is not the case with blogs! A blog post can provide more context for your social media snippets, allow you to share multiple images, integrate links and video, and go further into specifics on important topics for your brand.
Blog posts not only connect you with readers but help improve your website’s Google ranking.
A well-constructed and promoted blog post will help your page rank higher in organic search. If another blog or website links to your post, that inbound link is also a valuable commodity for improving your search ranking. Plus, each post generates an indexed page on your site, and the more indexed pages you have, the more potential hits during a prospective customer’s web search.
Once you’ve established your blog, you’ll find it easier and easier to generate content, and not just because of the practice, you’ll get.
If you’re a bit thin on content at the end of the month, you can repurpose old posts. Throwback Thursdays are always popular, or you could provide a sort of “Where Are They Now?” retrospective in regards to your growing business and developed products. After you’ve been blogging for a while, looking back on your old posts and using analytics tools can help you identify “evergreen content” – the good stuff that keeps getting hits well after its post date, that is still relevant, and that you can build on in future posts.
That pro tip brings us to…
The dos and don’ts of blogging
- DO: Get real, but not too real. Although your blog is a more personal platform than your other branded social media, be careful about getting too off-topic. Don’t get political (unless your product is based on politics) or religious (unless your product is based on religion). These are the same basic rules as a first date, and each blog post can be considered a “first date” with a new client – you never know which post someone may come across first. Consider both your existing audience and the audience you want to attract, and try to write to both.
- DO: Be smart when it comes to opportunities to monetise a blog. If a blog has tonnes of ads and little real content, it makes it very unappealing for readers. No one will stick around to get three ads for every real post. You’ll be left with a whole lot of unprofitable ads if there’s no one reading to click them.
- DON’T: Make the mistake of keyword stuffing your posts. While you should be aware of, and use, keywords relating to your business, don’t fill your posts with all keywords and no substance. Blog posts are a chance to use your authentic voice, and anyway, Google is smarter than that now.
- DON’T: Think you just have to write essays all the time! You are not limited to words when it comes to your blog. Share a photo journal that you feel would be skipped over on Instagram or a vlog that goes into more detail on your products than you can get in 140 characters on Twitter. Maybe you also run a podcast – make sure you link to your new episodes on your blog, and also make sure you link to new blog posts on your other platforms. Get integrated! Help your customers find any and all information they need on your business and what it offers.
- DON’T: Burn yourself out by posting all your good content, then scrambling to find something just to keep up your post numbers. Schedule your blogs the same way you would schedule other social media posts, to get them out at the best times for your audience and to keep your posting schedule consistent and high-quality. There are heaps of sites out there that help with scheduling. We at Altitude use Sprout Social, but there’s also Hootsuite, Buffer, and more.
What this all boils down to is, a blog is what you make it! Put in a little time and find some topics that really interest you relating to your products and brand. Take advantage of the cross-promotion and conversations that blogging can create for your business.