Are You Blogging For Your Business Yet?February 19th 2013 Sally Ormond blog niche, blogging for business, how to blog, start blogging
As an online marketer your search engine optimisation strategy should be led by content and that means blogging.
Some love it, some hate it, but regardless of your feelings about the whole thing blogging is something that has to be done if you want to get your business high up in the Google rankings and yourself a reputation as an expert in your field.
Sorry, that’s the bottom line – you really don’t have a choice in the matter.
If you don’t believe me, here are a few stats courtesy of Hubspot to back me up about companies that blog:
- They get 55% more visitors
- They have 97% more inbound links
- They have 434% more indexed pages
As if that wasn’t enough evidence for you, 57% of companies that blog have acquired at least one customer because of it.
Now are you convinced?
Building your blog
Making the decision to blog is one thing, then you have to decide how and what you’re going to blog about.
You’ll need to consider what your niche will be, the type of articles you’ll write, how often you’ll blog, who’ll do the writing (can be more than one person) and how you’re going to promote it.
Yes, there’s a lot to think about, so let’s look at each in turn.
1. Your niche
Everyone needs a niche – for me it’s copywriting, marketing and social media.
Think about what it is you do and the expertise you have – that’s always a good place to start. Also it’s important to remain within your niche; if you write on diverse subjects you’ll be casting your net too wide. Remember the whole point is to write about things that your readers want to read about and learn from. So as a copywriter, I’m highly unlikely to start writing about fashion or health issues.
2. Article types
Yes, there are different types of blog post and, unlike your niche, it’s a good idea to throw in a mixture to keep your readers’ interest.
Think about writing how to guides, top ten lists, opinion pieces commenting on industry news etc.
3. Who gets to do the writing
Depending on the number of posts you decide to publish, you may find you need more than one person to blog for you. If you do, just make sure they all understand the style you want – informal, written in the second person and full of personality. Adding an author’s bio at the end of the post will add a personal touch allowing the readers to get to know your contributors.
It is important to make sure you decide on how often you’re going to post and stick to it.
As your readership grows they will come to know when they can expect to see your next post. If you publish haphazardly no one will know what’s happening and you’ll lose loyal readers.
5. Be loud and proud
Unfortunately, just because you have a blog doesn’t mean people will know that it’s there.
If you want readers you have to publicise it through social media. Make sure every new post is tweeted and ensure you have social share buttons accompanying every post to encourage your readers to share your words of wisdom.
See, blogging for your business is a necessity if you want to perform well in the search results, it’s not an optional extra.
Make sure you have a strategy in place before you start so you know what your blogging, how you’re writing it and how often you’ll be publishing it and then get cracking.