Blogging isn’t a new concept but for the uninitiated, it can seem a bit of a mysterious concept. So what exactly is it and should you be blogging for your business?
Well, blogging is essentially writing about an event, situation, or stance about anything.
Blogs are a great way to keep your website updated regularly and we believe that all business should be blogging in one way or another.
In this article:
- Should a Business Write Blogs?
- How to Choose a Blog Topic Effectively
- How to Write a Blog Effectively
Although a blog itself can be described as “a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style”, I’d say that there are generally two different types of bloggers. Some people blog for a living; it’s their lifestyle, their job, their hobby and focused something they’re passionate about. Others blog for their business in order to create content, improve SEO (search engine optimisation), and demonstrate expertise on their chosen industry. The latter type of blogging is the one that I’ll be focusing on today.
Should a Business Write Blogs?
Although writing blogs can be a tedious, boring and a pointless task in some businesses’ eyes, it’s a great way to demonstrate the value of your business to potential customers while increasing SEO for your company’s website (it’s also free marketing!).
When writing a blog for your business, you should discuss problems or topics that are covered by your business. This means that when people use search engines to find help for issues that they’ve encountered within your, there’s a chance that your website will display in the results. By discussing topics relevant to your business’ industry, offering solutions, and empathising with those that check out your website, you’re demonstrating the value of your business to potential clients and showing expertise within the specific field. This is a great way to help your clients understand your worth as a business, the value you have to offer, and how you can help fix their problems.
If that doesn’t convince you enough that blogging is an effective way of conveying your business proposition to customers, then check Hubspot’s post about blogs which uncovers that marketers who blog receive 67% more leads and receive 97% more links to their websites.
How to Choose a Blog Topic Effectively
When writing a blog, you should consider a specific topic or point that you want to address specifically. Although the purpose of the blog may differ, having a constant string of points that run from start to finish of a blog helps to keep you on topic. People may blog simply to express their thoughts, opinions, or stances on a subject matter that they care about a lot. Some blogs may be about marketing or promoting a specific service you have to offer that you know is a great, valuable deal towards your clients. Others may just be blogs to help people within your industry; nobody likes to see when people get screwed over by typical scams or shoddy work.
It’s important to think of a topic and the intent/end goal of the blog; not all blogs have to be about selling your products or services to others. Take this blog as an example. I chose to write about blogs with the intention of informing small businesses the importance of blogging – I simply just want to help others understand that this is a great, free way to market your business. We’re nice here at Groof ?.
One other thing that you should keep in mind is that you don’t have to write about something general. In fact, I’d encourage you not to. Contrary to this blog, writing about the niche difficulties and aspects of your industry is usually a better way to drive traffic towards your site. Think of it this way: if you search “marketing” on google, you’re going to get billions of results (about 10,530,000,000, in fact).
However, if you search “free ways to market my business”, you get significantly less results (about 927,000,000).
You want to be competing for the traffic on the specific subjects that people will search for, not the general terms. Apart from broader terms yielding drastically more results, niche subjects are often easier to write about without it becoming a daunting task. Plus, it’s an excellent way to demonstrate that you know your industry inside and out.
How to Write a Blog Effectively
- So, you’ve got to the point where someone has approached your website/blog in order to find an answer to their problem, what will put them off at this point? If your blog is difficult to read, messily formatted, or doesn’t really address the point in the title, your reader will lose interest QUICKLY. A few general rules to stick to when writing a blog are as follows:Write in a typical intro > point > conclusion format to make sure that it’s short enough to retain interest while having some sort of structure.
- Use the Point-Evidence-Explain (PEE) writing model that we were taught back in school. Take this example:“Banks are struggling to maintain multiple branches throughout the UK. Santander, for example, announced the closing of 140 branches in order to cut costs and remain profitable. This suggests that we’re generally moving towards more digital methods which will put a lot of bankers out of jobs, but is digital automation actually a good thing for the banking industry?”The above example clearly states a point, followed by evidence to support the point, followed by an explanation and an opinion. The rhetorical question is just fluff, but it’s a way to demonstrate how you can keep the article flowing!
- Split your work into sections so the reader can easily identify the piece of information that they’re looking for. It’s HIGHLY unlikely that a reader will read your entire blog, they’re most likely there to fish out 1-2 pieces of information. Humans are naturally lazy, after all.
- Hyperlink to other pages on your website where you see fit. Don’t throw in a load of hyperlinks for no reason but try to figure out places where other sections of your website link back to what you’re talking about. Internal linking improves SEO and helps keep users on your website rather than going to other external sources of information.
If there’s one thing to take away…
I’d say just give it a go.
We know that this works for lead generation, building website traffic, and to demonstrate your knowledge and expertise. At first, blogging feels unnatural and like a task. Don’t force yourself to write blogs in an unrealistic timeframe; even starting with one or two a month is fine. Eventually, it’ll become second nature and you’ll be able to think of many things to write about specific subjects of your industry and business.
If this blog hasn’t convinced you, why not contact us and maybe we can help you figure something out that works for your business.