We are all aware how important it is to have a regularly updated business blog. However, surely I’m not the only one of being guilty of talking the talk rather than walking the walk?
Benefits of business blogging
Below is a quick re-cap of how having a blog can benefit your small business.
- It is a cost-effective way of getting your message across to your customers.
- You can use it as an opportunity to demonstrate how your business can solve pain points for your ideal client.
- Some blogs provide a fantastic behind the scenes look at how a business operates and its ethos.
- Blogging is a key element of SEO. It informs the search engines that you are regularly updating your website. This in turns shows that you can be seen as a domain authority for your subject area.
- By talking through your blog you can use keywords for your industry. This helps your ideal customers when they are searching for your type of business online.
Are you struggling to get started or have a bit of a mental block about what to write in your blog? Follow these steps below and you will be pressing the publish button before you know it.
1. Do your research
Read the blogs of your competition or companies in a similar field that you admire. What topics are they writing about? Is there anything specific that is resonating well with your target audience? Read some blogs on similar topics and do your research on Google and Buzzsumo to see what typical questions come up.
So many businesses are going digital and there seems to be a constant stream of new content. How do you make yours stand out from the crowd? Effective keyword research can help both your customers and search engines find you. As part of your business blog planning process, be sure to understand how your customers may be searching for the information you are about to provide. If you have the best answer to the question, make sure your audience can find it.
Once you have soaked up all the information you can, map out an overview and headings and leave it. You will be better off starting to write fresh another day.
2. Get Writing
On the day you plan to write your blog, turn off all distractions and get focused. Everyone works in different ways but for me personally I would rather write my content in chunks and then go back and edit it at a later date. That way I can follow the flow of the writing and usually maintain the same tone.
I received a great tip when I started out; once the first draft is done, read it out loud. It helps point out sentences that perhaps don’t make sense. It also highlights those paragraphs that seem to go on for ever without getting to a point. The ideal sentence length is around 16 words. There is no need to stick to this religiously but it’s a good rule of thumb.
3. Shout about it!
Once you have written your blog, optimised it for the web and posted it on your site, don’t forget to share it! It’s really key to let your audience know it’s there – maybe share it initially as a new post alert, then pick out some key themes to highlight. If the blog performs well, you could re-purpose it either in social media posts or on Medium or as a LinkedIn article. You have invested time creating some good quality content, so do keep referring to it and get it to the right audience.
If you think you would like to some help either writing your blog posts, or editing ones you have written, then please don’t hesitate to get in touch.