It’s a well-known fact that regularly updated websites rank higher on search engines and attract more traffic. Yes, it’s important that your website looks good, but that in itself isn’t enough for the Google algorithm. Content is the key to success. There’s no better way to ensure a steady stream of fresh content, than to blog.
Content marketing has become a bit of a buzz-phrase, but blogging is more than that. A good blog will not only tell visitors – and potential customers – what you do, it will also fulfil a whole host of additional functions. With a good blog, you will be able to tell your story, a key element of good PR. You will also be able to express your personality, help people to get to know you and develop a feel for how you do business. Importantly, a blog allows you to build trust and demonstrate expertise in your business area.
Creating content that your customers will want to read is vital, but how do you know what topics will inspire visitors? The aim of a blog is to encourage people to click, read and ultimately lead them closer to that all-important conversion into becoming customers. So, what should you write about?
The key is to think about what you do for your customers. Firstly, think about these three points. Make a list for each:
- Why do people, or organisations need your product or service?
- What gap, problem or desire does it answer?
- When customers, or potential clients contact you, what do they ask?
With these lists you have the beginnings of a great topic plan to work through! For example, at MXMG, a few of the top questions we get asked are:
- How do I make my site visible amongst the millions of other websites on the Internet?
- Why are there so many WordPress updates? Do I need to install them all?
- Why do I need a Web Designer?
A good blog will have a mixture of topical and evergreen content. Evergreen posts will be relevant at the time they are written and for some time in the future, so can be used on an ongoing basis.
In addition to driving traffic to your website via search engines, a regularly updated blog will give you material to promote on social media. This provides an additional avenue to steer and direct new visitors to discover your website. It can also enable you to provoke engagement by asking your followers how they currently solve a particular problem, whilst leading them to the answer, conveniently on your website.
One thing to remember with a business blog is not to use it for blatant promotion; this is a bad idea and will deter repeat visits. Think of your business blog as a place where you show off your knowledge and expertise. Don’t be afraid of giving information away; it’s an investment in creating your reputation as an expert and building relationships with your visitors. Your blog becomes a valuable resource, where existing customers know they can gain information, hints and tips. Meanwhile, potential customers will see evidence to prove that you know what you’re talking about.
Your blog also provides a continuous marketing resource and offers the perfect place for your customers to refer other people.
Remember, when browsing online, people generally have much shorter attention spans now, thanks to the increasing amount of time spent on digital platforms. So, keep your blog posts long enough to cover everything and short enough to maintain interest. Comprehensively proof read, check spellings and grammar.
Professional writing is not just about being creative, it’s also a technical skill. If you’re thinking of hiring a copywriter, do your research, check their portfolio and read what they’ve already published. If your landing page is your online shop window, your blog is your best customer assistant, guiding your visitors to the information they need and showcasing your offer. It’s something that you really need to invest in and one thing you can’t afford to get wrong.