There’s a very good chance that if you’re reading this then you’re either a small business owner, or you’re in charge of marketing for a larger organization. Either way, we’re pretty sure that you’ve got a huge amount on your plate at work already.
Finding time to get your existing tasks and responsibilities actioned is often tough enough as it is, so why should you bother adding blogging to the list?
What Is A Business Blog?
At the risk of sounding obvious, a business blog is similar to a personal blog – except it’s for your business. It becomes the human aspect of what is often otherwise a faceless and robotic website.
- It’s a place where you can share your brand’s message and casually talk about your products or services in a conversational manner
- It’s a place where you can share inside information and interesting developments about your brand
- It’s a place where you can interact with existing and potential customers in the comments sections
- It’s a place where you can generate leads (and convert them into customers)
What Kind Of Content Goes On A Business Blog?
The sky is really the limit when it comes to business blogging. There’s no golden rule as to what you should and shouldn’t post, every brand has their own style (which is part of what makes blogs so personal).
Guides and informative articles are perhaps the most common kind of content businesses use for marketing purposes on their blogs. Industry relevant content that’s non-commercial and provides a genuine benefit to the reader gets shared regularly.
Guides and informative articles are the main traffic drivers, and they’ll get people on your site, reading your message, and engaging with your brand.
Updates and inside information about the inner workings of your organization are what many people first think of when they hear the term “business blogging”. While it’s not the main kind of content that’s used for marketing purposes, it certainly serves a purpose and can be found on many blogs.
Tip: Make sure that your brand’s newsy content is interesting. No one cares that you’ve changed your office cleaning company, but announcing a new recruitment drive might turn some heads…
Sounds Great, But Why Should I Bother With All That?
Trying to put our obvious bias aside for a second, there are very few businesses in the world that will not benefit from a properly managed blog.
You’ll benefit from blogging if:
- You’re looking to be more visible online – Every single blog post you publish becomes another avenue for prospective customers to find you through Google. Every post will contain different keywords which dramatically increases the number of search terms you’ve got a chance of showing up in.
- You’re looking to show credibility and build trust – A regularly updated blog shows that you’re a brand that’s passionate enough about their industry to publish informational content about it. It also shows that your business is alive and well due to the regularity of your posts.
- You’re looking to pre-qualify your team – By maintaining an industry relevant business blog your team becomes automatically pre-qualified as part of a passionate and experienced brand. It shows potential customers you know what you’re talking about before they’ve even picked up the phone.
- You’re looking to explain your product – If your product has multiple uses, is a little complex, or is packed full of features, then blog posts are a perfect way to elaborate. Similarly, if you’re a service-based business then blog posts are a great way to share what makes your brand worthy of the visitor’s consideration in a conversational and informal manner.
- You’re looking to help your customers – Ensuring that each and every customer gets the most benefit out of your product or service is one of the most basic rules of business. By providing your visitors with informative, expertly written, topically relevant content (without it being a sales pitch) you’re getting in their good books. This free information paints your brand in a positive light and further establishes credibility and trust.
There are many more reasons to get into business blogging, but the 5 above should give you the general idea.
It’s all about providing new and existing customers with free information that builds trust and puts your business at the front of their mind as a caring and knowledgeable brand worthy of their consideration.
This Sounds Like A Lot Of Work…
Well, in all honesty, it is a lot of work…
The amount of time blogging takes up is one of the main reasons that so many company blogs end up being neglected. Many brands start their blog with the best of intentions, but other work commitments end up getting in the way.
If you want to give managing your blog in-house a shot, then remember these 3 golden rules:
- Publish a post at least once a week
- Ensure you’re being mainly informative with your posts – no sales pitches
- Try to make each post at least 500 words in length
Is There A Shortcut To Business Blogging?
If you simply don’t have the time to do all of this blogging stuff yourself – then we can help.
The Content Panel specializes in taking care of all aspects of your blog, from topic ideation through to post creation and publication. We’ll allow you to benefit from business blogging without it taking up a huge chunk of your time.
You’ve just read our blog post. Do you want potential customers to read yours?