A blog is not just a cute story about a topic of interest to you, or a rant about something that riles you. For a business person, a blog serves several important purposes.
First, a thoughtful, frequent blog can help set you apart as an expert in your field. It tells potential customers what you can do for them, allows them to research what you offer, and educates them about your product or service. A blog, regularly updated with new content, also keeps your website fresh, which improves your ranking with search engines.
Content Marketing with a Blog
Many potential bloggers freeze up at the keyboard because they are afraid they will run out of ideas. To keep the ideas flowing, think about who you are writing for. As you imagine your ideal reader or readers – the owner of a small business, for example, a homeowner, or a buyer for a large firm – think about what they need from you. Then write about it.
You can write case studies that demonstrate how you have helped clients solve their problems, or you can demonstrate how your product works, or provide testimonials from satisfied customers. The goal is to educate your readers over time, show them how you work and build trust. The sales will come later, when they contact you or walk into your store.
Some Guidelines for Writing a Blog
Pick a single topic
Search engines, and readers with limited attention spans (that’s all of us in today’s society), like a focus blog that will link to other blogs for more information. The blog topic maybe a niche subject that is too limited in scope to get it’s own menu link, but as a blog post, it gets it own page. When a rare person searches for that topic, the search engine would prefer to direct them to a page that only focuses on the subject, rather than a page that includes that subject with a bunch of other topics.
Keep it simple
Remember that a single blog post does not have to resonate with every reader. But with the right topic, clear ideas and short sentences, you will move a number of people closer to making a connection with you. Most people when reading a blog, are looking for easy understanding, so write for high school graduates, not grad school graduates.
Direct the reader to a next step
Every blog post should have a purpose, and the goal should be obvious. While we do not want to be annoying, it should be clear how to get more information, schedule a meeting, contact us or sign up for more blog posts.