The rise of the internet revolutionised the world as we know it. Thanks to the internet, it is possible to connect with people all over the world, explore the depths of human knowledge and, most importantly, watch hours and hours of funny cat videos.
For businesses, the internet provided a whole new way to sell service and products, and engage with customers all over the world.
Today, we’ll be looking at one of the most popular methods of engagement on the web: Blogging, and why you should have a blog.
What is a blog?
Simply put, a blog is a website or webpage that is regularly updated, normally run by an individual or small group, that is written in an informal or conversational style.
Sites like Tumblr, BlogSpot and WordPress have allowed people to create their own pages or sites where they can voice their opinions on every topic imaginable. In the last few years, we’ve seen the rise of beauty bloggers, food bloggers, lifestyle bloggers, travel bloggers, gaming bloggers, fashion bloggers…any niche topic you can think of, there’s a blogger out there who writes about it.
So, why should I have one?
Blogs are a fantastic way to add value to your site. They allow you to speak directly to your clients and set the tone for your brand. There are also numerous benefits to your SEO: As your content is regularly indexed by search engines, it is deemed to be more current, more relevant and thus given higher ranking priority by Google etc. Higher ranking means higher visibility, which means more sales!
Furthermore, blogging helps to establish you as an ‘authority’ in your field. The best performing blog content is helpful and/or insightful to your target market, building trust and giving them a reason to dig deeper, or come back later.
Relevant content is also much more likely to be shared through social media and other viral channels that introduce your brand to a wider audience, or increase visibility across multiple platforms. A great example of this is Campbell’s Meat who recently partnered with celebrity chef Nick Nairn to produce mouth-watering recipes for their website. Anyone sharing a recipe is also sharing the means to buy the ingredients. This all contributes to increased engagement, brand loyalty and repeat custom.
What do I blog about?
The content of your blog should be equal measures what you are passionate about, and what you know most about. This should hopefully be your business!
If you can solve a particular problem for a reader, or provide them with information on a topic they are passionate about, they are far more likely to convert to a customer and, most importantly, to keep coming back for more.
If you can speak with authority about issues affecting your business, your industry or your customers, they will engage with your brand and view you as an authority on the very things you are trying to sell them. Always make sure to tie your posts back to your products and services to turn readers into customers, and authority into enquiries.
How often should I update my blog?
Most people naturally operate on a weekly cycle. If you consider television shows, the lottery, bin collections and the work week, most people’s lives are organised around weekly routines, so depending on the level of engagement you are seeking to create, weekly posts are usually ideal.
Fortnightly or Monthly posts are also fine, as long as you establish a routine so your readers know what to expect and when to check in. However, if you are only blogging once per month, your readers will expect a long format, well researched piece or you may lose engagement quickly. It’s all about striking a balance between driving engagement, and producing quality content not just ‘for the sake of content’.
Where am I going to find the time for this?
We’re glad you asked. We know that running a business can be stressful and time-consuming enough as it is without adding additional work to the fold, so why not let us help you craft a killer content strategy to help you achieve all the goals you have for marketing your business online? We want to get to know your business, get you creating great content in no time, and exceeding your goals online.
Get in touch today.