Business owners and managers are often looking for ways to connect with their customers, drive value and build brands. The difficulty is that there's no easy solution to achieve this. Many business have a website and social media profile but find these are often not enough to drive relationships and business forward. Another element you might want to try, that can help drive business connections, is blogging.
If you're looking to get people more involved and connected with your company, spread your brand image and message, and perhaps establish your company as an industry leader, then blogging might just be the answer.
There is little doubt that companies that blog effectively do see an increase in overall value. That being said, it can be a challenge to develop and maintain a successful blog.
Here are 7 tips for businesses looking to start a blog or develop an existing one into a more successful platform:
1. Define your topics and your audienceAs with almost every business process, there needs to be a solid foundation on which to build your blog, such as the topics you write about and your audience.
Take a minute to establish who your target audience is, such as your average customer. Pick some basic characteristics that cover the majority of this group. Focusing on who you are writing articles for can make writing not only easier but more relevant and effective.
Many of the most successful business blogs choose blog topics based on their services or products and news. The key is to select topics based on what you think your audience will find useful or interesting. You might not want to spread your blogs over too many topic areas as these can be hard work to cover on a regular basis. About 4-8 is a good amount to aim for.
2. Be consistentWith defined topics and a target audience in mind, you are well on your way to establishing a solid foundation for your blog. The next element is to devise a calendar of how often you write blogs and cover certain topics. If, for example, you picked four topics this could equate to one article a month for each topic.
What you are striving for is consistency. You should be writing and posting a new article at least once a week, or more. If you establish a calendar based around your topics you will find it easier to write content on a regular basis and soon it will become a natural part of your weekly tasks.
3. Be relevantEven with defined topics, it can be a struggle to come up with new ideas for blogs. It can be tempting to write about a new product or feature, but you have to be careful that it doesn't read too much like boring marketing material.
Instead, focus on what your audience would like to read. Often the most successful articles are those that answer common questions asked by clients, or talk about how a product or service can help a client. Other articles could be related to your products rather than directly about them. For example, if you own a coffee shop then writing about food that goes well with coffee might be an interesting blog idea.
Personal opinions can provide an interesting perspective and many readers find these types of business blogs refreshing. However, you do need to be careful of ostracizing those who might not agree with you or putting people off with negative blogs.
4. Don't forget the CTARemember, your business blog needs to have a purpose: You want to not only develop interest in the company, but to drive business. At the end of most if not all of your articles you can include a call to action (CTA) that suggests to the reader to contact you, come in for a visit or email.
5. Keep articles easy to readIt can be tempting to write a 4,000 word article with a ton of great information. Google and many search engines do look positively at long-form content and this might work well for your search rankings. The only problem is that when many of us read articles online we skim them, looking for salient points and skipping up to 90% of the article.
To that end, keep articles on the shorter side - around 500-1,000 words. Use shorter sentences and headings like H3 and bold to separate content and make it more scannable. Writing a longer article? Split it into two, three or even four parts. This helps drive interest to return to check out the new parts when they are posted.
6. Promote and share your contentShare your blog content on your social media profiles. This increases the reach of your blog, but also drives traffic to your website. You can put an easy to see link to your blog on your homepage and even in email headers.
Many writers also find success in contributing, or writing a blog for other websites. This helps not only spread your ideas, content, and company name, but can also help find content for your blog as other writers contribute to yours. Try contacting friends and colleagues to see if they would like you to write a post for their blog.
7. Remember you don't have to be the only contributorFinally, you don't have to be the only person writing your blog. Ask your employees if they have any article ideas they would like to write about. The more writers contributing, the more content there is. This also takes the pressure off of you having to develop, write, and post everything, as well as offering a different voice for variety.
If you are looking to launch a blog, contact us to see how we can help.