If my business doesn’t have a company blog, do I need to make a change? If so, why?
These are exactly the questions you should be asking, and because blogging is the glue to my glitter, I’m happy to help you learn all about it.
The Benefits of Blogging for Business
A business without a blog doesn’t know what it’s missing. If you’re a CEO or marketing manager, listen up! There are incredible reasons why your company should have a blog.
I’ve blogged for nearly 20 years (long before it was a thing) and have experienced both the benefits and drawbacks to participating in the wonderful world of blogging. (Spoiler alert: the good very much outweighs the bad!)
What a Blog will do for a Business
There’s so much potential for a company blog! Here are a few amazing benefits to having a blog.
It can draw in your target customer.
Ah, yes, the ever-elusive avatar. Your business should have a few detailed profiles of your ideal customer. Once you know their needs, you can address those needs in detail on your blog.
Answering relevant questions and discussing your ideal customer’s favorite topics is going to bring in the right visitors to your website. Include a product/service link in each post and—boom—you’ve just earned yourself a few new devoted customers and fans.
It will drive traffic to your website.
Google loves seeing fresh, new, and relevant content on your site. The more valuable info you offer, the more likely that Google is going to serve up your blog to searchers looking for your business (even if they don’t know they’re looking for you.)
One of the most common reasons that a business might create a blog is to drive traffic to their website, and for good reason—businesses with blogs receive 55% more traffic than businesses without blogs.Forbes.com
What’s more, having a blog makes your website much more likely to get links from other sites and blogs. The more other sites recognize you, the more Google is cued to consider you an authority on your topic.
It shows off your expertise.
Having authority isn’t just important for getting visitors, it’s important for keeping those visitors engaged and impressed. After all, you are an expert in your field, and this is your chance to show it!
These days, utilizing a blog on your site is the best way to be regarded as an expert. Showing off your knowledge and helpfulness isn’t going to happen on your homepage or about page. And while it happens easily in person or over the phone, the people on your site need to get that impression right where they’re at: online.
It provides value to your visitors.
Visitors to your site will love nothing more than actually finding some answers to their questions or inspiration for their lives. Whatever your business does, take that topic and provide some valuable insights on your company blog.
Why My Business Shouldn’t Have a Blog
I thought I may as well go there. I can only think of a few reasons why you should NOT have a company blog.
- You want to write about random things that have nothing to do with your business.
- You hate writing and have no one to do it for you. (So not true. How about hiring me as your freelance writer? I can also help you find a writer for your blog if I’m not available.)
- You’re working at maximum production rate and don’t want or can’t handle any new customers. (Um…that’s a great problem and it’s one you’ll outgrow. And then you’ll need a blog.)
What Should I Blog About?
You don’t have to give away any company secrets, but do:
- answer common questions from your customers
- share your helpful ideas
- create a “getting started” series for someone just getting into your niche
If you’re stuck on how to provide value to your readers, just think about what your past customers have found helpful, and write about that.
Stay On Topic, Stay on Topic!
If you’d like your blog to help improve your SEO (who wouldn’t?), think very strategically about your topics. Ask yourself what long-tail keywords would lead to your ideal customer finding your site.
I know, I’m getting a bit ahead of myself. Long-tail keywords are 3+ word phrases that people search for when they need specific information. Instead of a person searching for “dogs,” it looks more like someone searching for “bulldog breed temperament and training tips.”
- It’s easier to rank for long-tail keywords, which means lower competition and landing on page one of Google.
- Keep your topics relevant to your business niche. Don’t write about the latest fad/topic, no matter how tempting it may be.
- Write detailed posts that zero in on answering people’s questions.
If you need some help brainstorming, try the Blog Ideas Generator from HubSpot (it’s free.)
How Often Should a Business Blog?
The frequency of your posts should be proportional to your staff and company size. If you’re a business with a staff of one, post twice a month. If you have some employees to help with the workload, try once a week.
If your company is medium to large, commit to new content at least three times a week if not every day. Basically, the more fresh content you can produce, the better. But be warned: you’ll burn out on blogging if you try to do too much.
After all, blogging is not what your business is about (erm…it’s what my business is about!) and it can easily fall to the back-burner when you feel you have more pressing needs.
Try to be consistent with your blogging schedule, no matter if it’s as little as once a month or as much as once a day. Don’t neglect your blog and lose out on grabbing more customers, better SEO, and a dazzling online reputation.
Importance of Blogging for Your Website
Your business can benefit immensely from utilizing a blog. Just keep in mind the benefits I’ve listed here to stay motivated. Brainstorm a list of topic ideas, create a schedule, and start blogging!
And yes, if you could use the help of a freelance writer, please get in touch. I’m more than happy to help you keep up your blog with some relevant content that will help you snag new customers and boost your SEO at the same time.
Enjoy the process of creating content and connecting with new customers. In my opinion, blogging is a magically fun way of growing your business!