How blogging can help build your business

Blogging regularly can help spread the word about your business
Blogging regularly can help spread the word about your business.

Did you know that blogging regularly helps drive traffic to your website? Research from Hubspot found companies who published more than 16 blogs a month saw almost 3.5 times more traffic than those who only posted 4 times or less.

Hubspot’s survey also found “companies that published 16+ blog posts per month got about 4.5X more leads than companies that published between 0 – 4 monthly posts”. Part of the reason for this could be that “47% of buyers viewed 3-5 pieces of content before engaging with a sales rep” according to the Demand Gen Report, 2016.

Blogging can help build your business. A large bank of content gives you plenty of information to share as part of your social media and marketing strategy. The more links back to your site you have, the more people are going to visit it.

So you just need to hammer out more content, right? No. You need a plan for what you are going to write, who it is for and how you are going to distribute it.

How to plan your blog content

I see too many blogs where the authors have written posts without thinking about who it is  for. We currently have so much content online we can’t possibly read it all. I have a bulging list of bookmarks, not to mention all the articles I have saved in Pocket.

Your blog needs to be relevant and insightful. It’s a great way to demonstrate your knowledge and give potential customers an idea of what you can offer them. A great place to start is by answering questions. Are there topics which come up among your customers time and time again? Write them all down, break them down into stages or sub-sections and use each sub-section as the basis for a new post.

Once you have a list of blog titles in place, plan when you are going to write them. You need to be consistent. Try to blog at least once a week. If you’re going to hit 16 blog posts that’s one every other day. Think about how you would achieve that. Do you have the time? Do you need to task someone in your organisation to do it or outsource them?

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How to use your blog posts to drive traffic to your site

Then you need to plan how you are going to tell people about your posts. They need to feed in to your social media content strategy. A good rule for social media is 80% curated content from other people which will be of interest to your followers and 20% from you. Decide when your blogs are going out so they can feed into this structure.

A well-written thought-provoking blog post has a long shelf-life. You can share it on your social media platforms several times. Vary the time of day between posting, have two or three different version of the message and also think about the image you are sharing with it. You can pull out quotes for instance and use them to create an image using a tool like Canva. Another way of repurposing blogs is to turn them into short videos using Lumen 5. Break your post into bullet points to give you the message you want to convey and layer with images. For example, this blog would go like this:

Blogging should be part of your business. Make it useful to your audience and use social media to get your voice heard.

  • Rachel Extance is a communications consultant who helps companies produce authoritative, engaging content.

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