Unhindered by boundaries (social, political or otherwise) and cloaked in anonymity, blogging has offered billions of internet users the opportunity to articulate their views onto endless reams of digital paper for all to read. The freedom to post whatever about whomever is precisely what attracts most newcomers to this brave new world of digital expression.
Yet it is this freedom which poses perhaps the greatest challenge when it comes to blogging for business. The humble blog remains one of the most powerful tools in any internet marketer’s arsenal, however for many the real challenge lies in maintaining control and producing a steady flow of quality content.
Fresh, engaging and optimised content is the order of the day here – it’s important to remember that blogging for business is about attracting traffic and keeping the reader coming back for more. In this article, we’ll take a look at some tips for building a consistent blogging strategy.
1. Planning and Preparation
Why does your business exist? It may sound obvious, but having a clear purpose regarding your goals, clients and purpose from the outset will provide a basis for a solid strategy and engaging content.
The preparation phase should also include a little keyword research – after all, what’s the point in putting it out there if no one’s going to find it? Your blog can be a very effective tool for attracting search engine traffic.
2. Content and Identity
Give your blog an identity. Start with the author’s name – it may sound obvious, but placing a name, photo and identity behind the content will help to breathe a little life into your posts.
Keep in mind your blog isn’t a business whitepaper, consider the following:
- Find a tone and style that suits you, whilst lending the content a little personality
- Educate, enrich, entertain and engage
- Is your format scan-friendly to the eye or an impenetrable mass of text?
- Use attractive, keyword-focused headers and titles
Be consistent and give yourself time to be creative, try using an editorial calendar to plan your posts.
Your blog should reflect your business brand, not detract from it. Ideally, your blog should be integrated into your corporate website with seamless navigation and a consistent look and feel. Include a supplementary menu to make it easy for visitors to look through your bog categories and archives.
Add social media buttons to your content which will enable readers to effortlessly share, bookmark & discuss your content with friends and colleagues.
Marketing should form the basis for any successful internet strategy. Don’t make the mistake of believing people will just find your blog once you’ve put it out there. Use your social media profiles to help spread the word by syndicating your content across Twitter, Facebook and LinkedIn for example – offering a wealth of exposure for minimal effort.
5. It’s a Two Way Street
Engaging your audience is critical to success. A great rule of thumb is to spend as much time engaging your audience as you do creating content. This shouldn’t be confined to your own blog either – take the time to post comments on related blogs and profiles from clients, professional associates, industry specialists etc. Remember, to give is to receive.
Blogging provides businesses with a versatile online publishing tool – which can also be used as a hub to coordinate your social media activities. If you need some help and advice to get your business blog up and running, call 01454 261111.