How to Create a Business Blog that Actually Brings In Business
These days, if you’re looking to expand your customer base online, I’d be willing to be that any SEO or digital marketing consultant you could hire will tell you the same thing: If you don’t already have one, your company needs a blog.
This is (or should be) old news. Every company seems to have a blog these days, but more often than not, these blogs aren’t being used to their full potential. Why?
Because most business owners don’t really understand why they need a blog, let alone how to create the right kind of content for it.
Most companies are going about the whole “blogging” thing in a way that’s a total waste of their time. They do it because they’re “supposed to”, so they find the person who has a little free time and hopefully some writing experience and ask that person to come up with a post from time to time to keep their customers updated on company news.
Guess what? In 99% percent of cases, I’d venture to guess that your customer has no interest at all in your company news, unless it’s something from which they can directly benefit.
So what DO you write about? Well, of course, there are a lot of things. But today, I’d like to focus on what I consider the three pillars of every successful business blog I know. Whenever I design an editorial calendar for a company, these are the things I have in mind. (BTW, in case you didn’t know, I design custom editorial calendars for my freelance blogging team to then produce content around, if you’re looking to outsource your blog content. We’re awesome.)
Three Pillars of Successful Business Blogs
Optimize for SEO
SEO is the foremost reason that companies need blogs. The more pages you have on your site, the more chances you give the massive population of online readers (and potential customers) to find you. If you throw up a basic site with an “about us” page and a few other places to find basic info, that’s a great start, but chances are you won’t see a lot of growth coming from it.
When you have a blog that’s optimized for SEO, however, you open up loads of new possibilities for customer acquisition, because all of a sudden you stand a chance of being the company that answers the question they came online to ask.
So you have to think: what keywords/phrases do I want to rank most highly for? Or rather, what questions does my company answer for our customers? Once you know, you can optimize your posts (and even your website itself) for the best possible chance at dominating the search results for those terms.
Optimize for Your Ideal Customer
SEO isn’t the only thing you need to consider when building an editorial calendar for your company’s blog, however. While it’s possible that a decent percentage of your traffic could come from search engines, you can’t forget about the potential reach of social sharing from which you could benefit if you create something your ideal customer might want to share.
This is not to say that you need to be annoying people on social media or posting irrelevant content just to get attention, but you do have to be thinking about what kind of content your ideal customer would want to read. Then, of course, all you have to do is write some of it!
The best kind of content for this kind of optimization is what’s often called “shareable content”, or rather, content that people feel compelled to share on social media. If you’re wondering why people aren’t sharing the content you’ve created, you might want to check out this post, 12 Reasons No One Is Sharing Your Blog Posts.
Optimize for Niche Authority
The final pillar of a great company blog is the establishment of authority in your niche. In theory, this will serve a dual purpose because it will most likely also improve your SEO (if you do it right, that is).
One of the main reasons that companies should have blogs is to establish that they’re credible sources of knowledge on the subject of their business and the market it operates within. Your goal should be for your company blog to eventually become a “one stop shop” for all information surrounding the products or services you sell. That way, when it comes time to make a purchase decision, your customer will think of you.
There are a lot of great reasons to have a company blog on your site, but in my opinion, these are the three most important. A thoughtfully planned editorial calendar should include a good mix posts that meet of each of these needs. It’s also good practice to plan on publishing something new on your blog at least once a week, but remember, you can never have too much content drawing new customers to you!
Does all of this seem too intimidating or time consuming for your current staff? Not to worry. My team over at NerdyGirl Writers is poised and ready to create the perfect blog content for your marketing strategy. We can also help with social media management and other virtual assistant services, if you need that as well. Stop by now and check out our site!
Over to You
How are you using your blog to draw in potential customers for your business? Is there anything I missed here? Let me know in the comments!