Blogs have become incredibly popular in recent years, and it seems like every business has one. But what exactly is a blog? And how does it contribute to your marketing strategy?
According to HubSpot, a blog is “a website with frequently updated content about a specific keyword or topic.” Basically, a blog is your company’s opportunity to display thought leadership in the industry that you operate in. It’s not a sales pitch, but rather it shows that your company knows what it’s doing and would be a reliable source of products or services.
What Types of Content Should You Post?
Now that we understand what a blog is, let’s talk about what to post. If it is a topic related to your industry, it’s probably perfect for a blog post! Mainstreethost is in the marketing industry, so any topics marketing-related are good to go. We like to post about social media, online marketing, email marketing, and much more.
A blog is a great opportunity to let your company culture and personality shine, so don’t get too caught up in “corporate speak” and focus on having a conversation with the reader.
It’s also ok to post about “fun” topics that might not be directly related to one of your services. Around the holidays, it’s common for companies to post a “Year in Review” or a message thanking customers for their business.
Other posts could be about a charitable or community project your team was involved in or a major project happening in your city. At the end of the day, business is between people, so show current or prospective customers who you really are.
Another important element of blogging is the use of images and video. Let your creative juices flow and display information in an interesting way through a video tutorial, infographic, or other relevant images.
TIP: Make sure that readers can share your content by including social share buttons at the top or bottom of every post. It’s best to post them at the top if you can, just in case the reader doesn’t have time to read the entire entry but still finds it worth sharing. With the click of a button, you can increase exposure without any legwork on your part.
How Often Should you Post?
As companies begin to brainstorm topics to write about, the next logical question is “How often should I post?” I hate to give a vague answer, but it really depends. If your business has several divisions or areas of work, then you probably have a lot to talk about, so posting every day or every other day makes sense.
If you’re a highly-specialized company, then a weekly roundup type of post is appropriate. Just be sure that you aren’t posting to meet your “quota” of a certain number of entries per week. It’s ok to take a day or two in between to put together a quality post.
How Do We Know Blogging Makes a Difference?
At the end of the day, we want to know how blogging can positively impact a business and the bottom-line. If we aren’t outright selling something, how can it make us any money? The key benefits of blogging are
- improved search engine rankings,
- increased website traffic,
- and the ability to share industry expertise.
Your website’s SEO can improve with a blog due to the fact that you are updating and posting new content, which likely makes it more relevant to what a consumer is searching for.
Plus, if your blog posts are directly related to your service offerings and the keywords that you use throughout your website, that will boost your rankings as well.
If people see your blog post or your website higher in the rankings, there’s a good chance they’re going assume it’s a quality website and head over for more information. That’s when your content can step in to improve your blogging ROI; create a call-to-action, and maybe turn this visitor into a customer.
Finally, establishing yourself as a thought leader in your industry is more valuable than you might think. Don’t think of blogging as giving away knowledge or information for free. Look at it as an opportunity to create awareness of a need that your readers may have, that you can provide for them.
For example, if you’re a health and wellness company posting about nutrition tips for a low-carb diet, the reader may recognize the need for a nutritionist to stay on track. This could lead to them checking out your services page and filling out a contact form for more information. There you go, you have a new lead. So don’t take this blogging business lightly, the return on investment is there.
Hopefully you find these pointers helpful, whether you are just starting a blog or you’ve been blogging for years. Now go share your expertise with the rest of the world!
Blogging is an indispensable marketing tool. Not only does it help improve your site’s ranking, it also allows you to get in touch with and engage with industry leaders and your target audience. Businesses, especially SMEs, should consider including this technique in their marketing mix as it is really a big help in spreading the word about the products or services they offer and at the same time aids in establishing their credibility.