According to a HubSpot survey, 60% of marketers say creating blog content is top of their inbound marketing agenda.
There’s no doubt about it – whatever business you’re in, blogging should be treated as a vital part of your marketing strategy.
If you’re not blogging – or you think you could be doing a better job – follow our top tips to get you started.
Did you know? The word blog started life as web log.
1) Tell, don’t sell
A well-written, thought-provoking blog is your chance to share your expertise, answer potential customers’ questions, and position yourself as an expert in your field.
Your blog should be thought-provoking, knowledgeable – even entertaining. It shouldn’t be a thinly veiled sales pitch. You don’t like being sold to, and neither does your reader – and they’ll quickly switch off and go elsewhere.
Sure, sign off with a line or two about how your product or service solves the problem you’re writing about, but don’t make your sales message the purpose of the article.
2) Stay on topic
Your posts should always be relevant to your market. For example, a recruitment agency could share top interview techniques, ways to motivate staff, to improve retention, or share their take on the latest changes to employment law.
It goes without saying that you shouldn’t be posting the latest movie news if you’re a firm of accountants… however much of a Marvel nerd your marketing assistant is.
Hold a brainstorming session with your team to come up with ideas for relevant posts, and use the resulting list to create a content schedule. Commit to posting regularly, but don’t set unrealistic goals – one quality post a month is a great start.
3) Keep it fresh
Quality blog posts boost SEO and can help drive traffic to your website.
Every blog you add to your site is another page of fresh content for the search engines to index – that’s another chance for you to show up in potential customers’ Google searches. Keep working those keywords in.
By using your company’s Twitter, Facebook and LinkedIn feeds to share links to your latest blog, you’re creating sharable content that’ll raise awareness of your business, and help to position you as a trusted authority in your field.
4) Hello, new customer!
Chances are your target audience will stumble upon your blog because they want advice, information, or answers to a problem that’s bugging them. Blogging gives you the chance to educate readers and present your expert opinion on the issues that matter to them.
Once they’ve established that you know what you’re talking about – and that your business has the knowledge, skills and solutions to solve their problem – you’re on their radar when they’re ready to make a purchase.
To increase the chances of taking the next step and converting your readers to customers, make sure every post contains up-to-date contact details so they can get in touch if they need to.
5) Create a conversation
Regular blogging gives your business a voice – creating a dialogue around current topics that are relevant to your industry, and your customers.
Thought-provoking, informative articles encourage comments and feedback from readers, many of whom will be potential customers. Welcome any interaction as a chance to find out more about the problems faced by your target audience, and always respond to comments. Remember – dialogue is the first step in converting prospects to customers.
6) Finally – in the immortal words of Wham! – if you’re gonna do it, do it right
Your blog represents your business. Think of it as your shop window. Having a badly written, error-filled blog – or posting for the sake of posting – is worse than not posting at all. Make sure your thinking is eloquent, well-structured, and well written… and that it supports your brand.
Always read your blog carefully before posting – or get a colleague to do it for you – to catch spelling and grammar mistakes and iron out clumsy language. Mistakes in your posts show a lack of professionalism and care, and you risk driving your target customers into the open arms of your competitors.
If you don’t have the time – or the skills – to write great blog posts yourself, hire a professional copywriter to ghost-write them for you.
Want a piece of the action?
Kandeshop design and develop great-looking responsive websites that work hard to convert potential customers to clients. If you’d like help setting up or writing a regular blog, get in touch. For a free, no-obligation quotation, call Darren on 0121 4000 171 or email firstname.lastname@example.org.