Why should a business blog be part of your marketing strategy?
How well is your business performing at the moment? Need to raise your profile?
If you are a business owner you should have a blog page on your website to help with your brand awareness and SEO (Search Engine Optimization).
Publishing your blog or news page on your website should be part of your marketing plan and strategy, after all, it is a free form of advertising for your business.
It's obvious but here's a quick reminder...
A blog page on a website is like a supplement in a newspaper, it’s 'added value' for your customers and potential new customers
Brand awareness is the extent to which customers can recall or recognize a brand
SEO is the process of improving the quality and quantity of website traffic to a website
A marketing plan and strategy is a process that can allow an organization to concentrate its resources on opportunities to build brand awareness and increase sales
Ready to blog? Here's what you need to know...
How do you have a blog page on your website?
You need to ask your website developer to add a blog page to your website or you can do it yourself if you are computer savvy.
How do you publish on a blog page?
You insert content into a template on the blog page of your website and publish it. You can add images, videos and links.
What should you publish?
Quality, valuable and relevant information that is useful to readers who are your customers or potential customers.
Informative information about a relevant topic
For instance, let’s say you were a dentist, you could write about the latest teeth whitening options with examples of before and after treatment mentioning keywords and phrases so it appeals to search engines and customers.
If you were a recruitment company, you could talk about a specific job role, perhaps interview a person in the role and share advice about qualifications and choices.
A lighting company could write about a new wall light design, showing it in situ with a product description and selling it at a special offer price.
For example, let’s say you are a large marketing agency and a project you have been working on has won an award, you could write an article about the project and what you won.
As a good example, if you owned a cake shop that is a family business set up 70 years ago by your grandmother. A great article would be telling the background of your grandmother and how things have changed over the years in the industry.
How to guide
If you own a building company you could make a YouTube video on how to build a brick built BBQ and put it into a ‘how to article’ on the blog as well.
A website normally contains short amounts of information about a service or product, you can write a blog article to expand on that. Let’s say you were a personal trainer and you have a link on the website for nutritional advice with a brief description of that service. You can incorporate a link to another blog article on your blog page such as ‘High protein foods and recipes’.
Let’s say you are a furniture company and you want to run a competition with the prize of a two-seater sofa. The blog article could contain the competition entry information and images of the prize and how to apply for the competition.
What should you do next after you publish content on your blog page?
Share your content on social media platforms, in an email campaign, in newsletters or in adverts.
How often should you promote your blog article?
The regularity of promoting your blog article depends on the type of content. Find out more here.
How do you know if the content you are publishing is worth the effort?
Use your website analytics and social media analytics to see what is popular, what are your readers interested in. Sometimes it might surprise you.
Can you reuse content?
Yes, especially popular content. You can try experimenting by publishing the same content but with different titles.
Do you have any questions about blogging? Drop me a line.
Here's some more useful information about writing for your business.
Read: Content marketing and effective writing
Read: What should I write about in my blog articles?