What is Business Blogging?
Business blogging is an effective marketing tactic that uses blog post content to increase search engine visibility. A business blog can create business growth by generating higher search rankings and attracting more prospects.
By publishing authoritative content that answers the search query best, Google will promote your content in results. Then when you've aligned your content strategy with your targeted audience, you get better quality leads.
1. Introduce Your Brand
If you’ve just created your company blog, an introductory post is a great place to start. Introductory posts can be an excellent way to showcase your products and services to new customers. These posts give your readers valuable context, explaining what your company is all about and why they should continue to follow your posts.
Presenting readers with well-researched, relevant information is key. Offer readers something of value with your introductory post, highlighting how your company’s products and services appeal to their interests and needs. Use a conversational tone, explaining what sets your company apart from its competitors. However, it’s important to avoid making a heavy sales pitch on your blog, as it can make visitors uncomfortable.
2. Establish Your Company’s Expertise
If you’re running a business, odds are you have a wealth of knowledge about your industry. Blog posts give you the chance to share this knowledge with readers, which gives them confidence in your products or services. Over time, visitors will associate your business with a reliable source of information about your industry. This added trust will increase your brand recognition, give off signals to Google and therefore improve website traffic to your post.
One way to establish expertise is to stay current on your industry’s news and trends. You can post summaries of the latest news and even link to credible sources that readers can use to explore the topic. While it might seem counterproductive to link to external websites, visitors will remember the valuable information that your site offered.
Listen to Matt Cutts discuss how "nofollow" on external links will impact your SEO ranking.
3. Give Your Company a Personal Touch
Companies are often seen as impersonal, faceless entities that don’t necessarily resonate with everyday consumers. These consumers prefer to do business with organizations they feel comfortable with. Successful companies often focus on building personal connections with customers, as a result, leads to increased website traffic and repeat business.
Including a few personal touches on your blog posts allows you to create an approachable, friendly image that builds familiarity among visitors. You can use your blog posts to showcase your company culture and values. One way to do this is to ask your employees to create posts, therefore putting a human face on your business. You can also create enthusiastic, topical articles that remain relevant while adding a bit of fun.
4. Be Familiar with Your Reader
Effective marketing strategies focus on clients, appealing to potential customers’ needs and wants. Use website analytics to track which posts receive the most clicks, and how long readers spend on each article. This allows you to tailor your website content, along with your products and services, to make the most impact.
Occasionally, businesses will discover that their customers belong to a particular niche or subculture. Use this knowledge to your advantage by posting articles relevant to the culture. Most importantly, don’t be afraid to push boundaries with your posts – broaden your sense of what could be considered relevant to your business. Unique content will help you increase your company’s reach and get visitors to your website.
5. Improve Search Engine Rankings
If you’re wondering how to get traffic to your website, increasing your search engine rankings is a great place to start. There are several ways to accomplish this, which include:
- Offering fresh content: Search engines favor websites that update their pages regularly.
- Providing well-researched, authoritative content: Become a resource that other websites will use in their own content. When other websites look to your company’s pages for reliable information, it boosts your website’s search engine rankings.
- Producing relevant content: Timely, popular topics have more potential to be displayed in the top search engine results.
- Develop a pillar strategy and build-out a content cluster to boost your topical authority.
Over to you
An engaging and informative blog is a great way for your company to put its best face forward. Great blogs have the potential to create new customers while keeping current ones. Take the time to develop and craft high-quality, customer-centric blog posts, and you’ll foster trust and goodwill among your website visitors.