In our fast-paced internet-driven world, it can be easy to get lost in a sea of content marketing possibilities. Newsletters, Blogging, E-books, Webinars, Facebook, Twitter, Instagram, YouTube, Pinterest, LinkedIn…all of these options can be overwhelming to a business owner. You can’t possibly do it all, so where should you focus your efforts?
When I consult with clients who are new to content marketing, I always suggest starting with two to three content marketing mediums. The selected mediums are based on who their target market is and where that market is most likely to see their content. One medium that seems to have a universal appeal, however, is a blog. I believe that everyone can benefit from blogging for their business, for several reasons:
1. ANYONE can blog. Blogging for business is not limited to the business owner. Anyone can start a personal blog for business purposes by discussing relevant topics and showing off pertinent knowledge. Just be sure to adhere to any internet and social media policies your company may have if you are an employee or independent contractor.
2. Having a blog helps establish you as an expert in your field. The more you share your knowledge, the more people will believe that you know what you’re talking about. It acts as a showcase for the wealth of knowledge you have in your industry. Plus, when a customer or potential customer asks a question on a topic you’ve blogged about, you can direct them to the appropriate blog post to answer their questions. You’ll come off looking like an expert and you’ll save some time in the long run.
3. Blogging is cost-effective. If you’re on a limited budget you can still set up a blog site for free. Sure, it won’t have all the bells and whistles as a paid blog or website, but it will serve its purpose when you’re just starting out. Check out free options such as WordPress (my preference), Blogger, or Tumblr. If you can spare $10-20 on a domain and around $10 a month for hosting, I highly recommend a self-hosted WordPress site for your blog. If you currently have a website or are having one built, a blog page is often included in the website setup. Speak to your website designer to request that a blog page be included in your site.
4. Blogging helps with SEO and Google rankings. Top experts recommend that businesses add fresh content to their websites on a regular basis to increase search engine optimization. Blogging is the easiest way to add fresh, keyword rich content to your site. The more you blog, the more likely your target will find you in Google searches. I recommend posting to your blog at least 1-2 times per week.
5. A blog post has longevity. Did you know that the typical shelf life for a blog post is 2-3 years? That’s a pretty long time compared to the few hours a social media post lives. A blog post will show up in search engines and can be easily found on your website for years to come, making giving you more bang for your buck than other content platforms. If you’ll be creating content for other mediums, your blog content can be repurposed for social media, webinars, presentations, e-books, and online courses. You’ll save yourself tons of time in the long run, and the more you blog, the more content you’ll have to use later.
6. You can share a blog post over a variety of mediums. Post links to your Facebook and Twitter pages, and include a link in your electronic newsletter. You can even post links to relevant LinkedIn groups or to any online networking groups you belong to. Doing so will drive more traffic to your site and can help to increase sales.
Are you convinced? You may be ready to start blogging but aren’t sure how to start. My guide, Connect and Grow, Book II – Blogging for Business, provides you with the tools you need to build, write, and maintain a successful business blog. Accompanied by a free workbook, this resource will have you blogging in less than a week. Happy Blogging!
Danielle Klahr is the owner of Klahr Writing and author of the best-selling series, Connect and Grow: Build Your Business with Content Creation. She works with small business owners to create valuable content that will attract clients and increase trust and brand loyalty.
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