May 31, 2018
Have you always thought that it was just a glorified online diary? Well, no, not anymore!
What is Blogging?
You’ve probably heard so much about blogging over the years, but it’s usually one of those things that keeps being pushed aside. This could be because you don’t think you have the skills to prepare high-quality content, or you don’t know where to start, or, quite simply, you don’t have the time!
Once upon a time, having a blog was simply like having a journal but online. These days, blogging is a very important marketing tool for businesses.
But WHY is it so important? What does it do? Why do we need to make it a priority in our marketing strategy?
The two key benefits of blogging
1. Blogging improves your Search Engine Optimisation (SEO)
For those unfamiliar with it, the scary-sounding ‘SEO’ term simply refers to increasing your likelihood of being found in Google searches without paying for it.
If you have a website already set up, then that’s great – but so many of us create a website and then never touch it again. This means that the content becomes ‘static’ and over time, Google may see it as being less relevant when people search for your services.
However, if you have a blog attached to your website – one that is regularly updated with fresh, original, and valuable content that people want to read – Google is more likely to reward you by driving more traffic to your site. The freshness factor is so significant, as Google will see your content as being more timely or news-related – and more likely to get exposure for trending searches.
What are you searching for on Google?
How often do you do a search on Google and find that the results are all linked to articles and blogs – rather than someone’s ‘Services’ or ‘Homepage’ on their website? Check it out next time you do a search! Also – think about what you search for in Google. We aren’t always searching for a specific business – we’re searching for a solution.
For example, just the other day I did a search for ‘What are the best educational apps for preschoolers?’ This is called a ‘long-tail search query’. You’re unlikely to find this specific phrase on the homepage for a company that designs apps for preschool kids. But – I found many, many blogs and articles with a long list of recommendations for me!
So keep in mind that the more content you add, the more opportunities you have to be indexed in Google and rank for less common, but ultimately higher-converting keyword phrases. When you write about a range of topics, then your net grows – so you are more likely to ‘catch’ potential customers!
For this reason, your blog NEEDS to be featured on your website – and as one of the heading links. Because after someone finishes reading your blog and can see you obviously know what you’re talking about, they are likely to click around your website to check out your services and find out more about you!
And that brings me to the next key benefit of blogging –
2. Blogging allows you to build your brand and position yourself as an industry influencer
These days, the sales process is very different than it was in the past. Fifty years ago, if you wanted canned tomato soup, there was only one option in the supermarket.
But these days, we have so many options available to us. So we rely on recommendations from others, or try a product or service, before creating a sense of brand loyalty. And when it comes to dealing with businesses, particularly small businesses, we want to know more about the people behind the brand.
We are more likely to buy from people we can relate to and trust.
By having a business blog, you give your customers the opportunity to learn more about you – the face behind the product or service. It allows you to present yourself as the expert in your field, offer advice, and show you are trustworthy.
Blogging gives you the chance to provide customers insight into your business, and touch on their issues, concerns and interests – all while sharing what you are passionate about. You can share your voice and personality and become more relatable and likeable!
Am I giving away my intellectual property for free with blogging?
When it comes to blogging, some people are concerned that they are offering their intellectual property for free – or making themselves redundant. But this is not the case!
By providing insight and tips via your blog, you are more likely to be top of mind when potential customers need to seek further expertise.
For example, you might be a dry cleaner and have a blog that covers how you can remove stains from a white dress. A potential customer may find your blog via a Google search, follow your advice, and have success. You could see that as being bad for business. But these people aren’t your target market.
However, now they know that your dry cleaning business even exists! And you never know – next time they need to have their suits or formal wear dry cleaned, you could be the person they come to! Especially if you have come up in more searches over time.
Your blog can also be used as a platform for sharing important industry-related information and insights. This will build up your authority, adds to the trust level, and will also keep you top-of-mind when your customers are ready to buy.
Ensure you are keeping up to date with your industry – it will provide you more blog content ideas. And if you do further research on a particular topic, you will end up becoming more informed yourself. Writing blogs regularly will then force you to keep a finger on the pulse!
Blogs will help you to build an emotional connection with your customers. So don’t overthink it – just be yourself and write what you are passionate about!
Have blogging questions? Feel free to get in touch with me!