Blogging for business
Why blog for business?
A blog can bring plenty of benefits to your website. It gives you a place to show what you know about your industry, which helps build up your credibility with clients. It’s also a great way of making sure your site performs well in search rankings. Regular updates of content that’s relevant to your business area will give a big SEO boost, and sharing on Social Media can lead lots of traffic to your site.
Blogging for business sounds simple, but it’s also is a long-term commitment. One post of 350-500 words doesn’t sound too daunting, but two or three posts a week, forever? Plus taking the time to talk to your commenters, sharing your post on Social Media and responding to comments there, too? And what are you going to be talking about in six weeks’ time? There’s more to the matter than meets the eye.
Never fear – our blogging guide is here. Here’s how to keep your business blog buzzing for months to come.
Start with a target
How often do you want to post? This is a more important question than you think, because it’ll help you allocate time each week to producing your posts and sharing them on Social Media. Blogging at least once a week is a good guideline. Pick a Tuesday or a Thursday as your publication date, because they’re the days of the week that most blogs get read.
It’s true that creating content for your blog can be hard. News, views, case studies and commentaries are all good things to post, because they allow you to respond to things in your industry and show that you know what’s going on. Whenever you post, include links to any website or post that you quote from or refer to. Linking to other sites builds up your reputability – your audience doesn’t just have to take your word for it, they can see that you know your stuff by checking out your sources.
Know your audience
Once you know how often you want to post, and what you want to write about, you need to think about how to do it. What writing style suits your company – funny or formal? Entertaining or educational? How do you want to sound?
A common trick to developing your writing style is to imagine who your ideal reader is. You’re writing for them, so think about how you’d talk to them if they were right there in front of you. Who are your audience? What do they want to read about? What tone will reach out to them?
Knowing your audience can also provide places where you can share your content online, or even inspiration for what you should write. If you know that your target audience is likely to read a particular industry news site, offer your own take on the items that make the headlines there.
Writing isn’t frightening
Writing can be both time-consuming and nerve-wracking, especially if it’s not something you’ve practised. An easy way to find out whether your writing is working is to read it out loud. When you hear yourself, it’s easy to identify the parts that sound clunky, or where your thoughts get a bit cluttered. If you get stuck halfway through a paragraph, go back and read it to yourself so that you can get a sense of where your thoughts were leading to. Then write what you think would be natural to say next.
You should also ask for feedback on your posts before you publish them. Just running them past someone else for a quick check of grammar and coherence can take a lot off your mind – and serves as a safety-net for any errors that slip through.
The technical stuff
Don’t be scared of formatting. Your blogging platform’s text editor tools exist to help your posts perform when search engines check them out. Make sure your titles and headers are identified in your text editor – it’s more important than you think.
Selecting your titles and headers in your text editor as Title and Header 1 (or Header 2, if you like), will do for search engines what the bold bits of text in this post’s subheadings does for you. It shows search engines that you know how to structure long pieces of text to make it easy for your audience to read them, and a good user experience is important to Google.
You should also be aware of what keywords are relevant for your business, so that you can include them in your posts. Blogging about content relevant to your industry is important. Putting keywords in your headers and the titles of your posts will also help your SEO.
Keep it up
The centre of a successful blog is making sure you post regularly. Your editorial calendar will keep you on track. If you don’t stick to it religiously, it’s not a disaster – but you will be missing opportunities to show clients why they should bring their business to you.
And to get them to bring their business to you and their traffic to your site, make sure your posts get out there! Sharing your blog on Social Media will help you find new clients to connect with, and the things you blog about can give you plenty of content to discuss. Sharing on Social Media also gives you an SEO leg-up when people follow the link through to your site and read what you’ve got to say.
So there you are! Follow our basic guide and you’ll have a brilliant blog in no time.