Marketers who prioritize blogging efforts are 13x more likely to see positive ROI, according to HubSpot.
Many business owners understand on a surface level that
blogs and quality content will only help their business, but too often it falls
to the bottom of their task list.
If this has ever happened to you, you’re not alone. Keep
reading if you want to know how blog posts can boost your business.
Business blog posts are articles written for your website to help establish the culture around your
brand.
Business blog posts serve three primary purposes:
- To position you as an authority in your niche,
- To teach your audience more about your products or services
so that they are eager and ready to buy, and - To build an audience
that shares your core values.
Blog posts can be shared across social channels for maximum exposure. Pull a quote from the blog or give them the first few sentences, and then invite the reader to click to get the rest.
Why Blog Posts Work
It takes about SEVEN interactions to make a sale (Source: SalesForce). This is confirmed by the Online Marketing Institute, who explains that the prospect typically needs a lot of information at the beginning of their buying journey. Blog posts provide this information, address common questions, help prospects overcome concerns, all of which help qualify the leads and move them along to becoming sales ready.
Blog posts can also be great for SEO (Search Engine Optimization). With the right keywords, quality content, backlinking, and some other strategies, blog content can be a great way to help you get found online.
Blogging helps humanize your brand. You can develop and strengthen relationships with both new and existing customers. More customer interaction provides opportunities for them to share what they love, what you can improve, and their comments often become the best source of new blog content ideas!
How To Structure A Winning Blog Campaign
The goal is to take them through the AIDA marketing model
(Attention, Interest, Desire, Action).
- Research. What is their best performing content? What is the competition’s most trafficked posts?
- What are frequent questions and objects that you could address?
- Capture their attention. Solve micro problems. Use listicles; they are a popular post type for this purpose.
- Develop interest and build desire. Consider what motivates your Dream Client.
- Call them to action. What is the first baby step they need to get the reader where they want to go? What are quick wins that they can experience today? Tell them what to do next– ask the reader to comment on your post, or connect with you on social, or schedule a discovery call, or check out another relevant blog post that may also interest them.
- Create an editorial calendar. Structure a strategy and put due dates on it.
Here is the editorial calendar template that I use with my clients:
Are You Considering
Outsourcing Your Business Blog Writing?
There are three different ways that you can ask a writer to
deliver their work: good, fast, or cheap. The trick is that you can only choose
TWO.
If you want the work
to be good and fast, it’s going to be more expensive. Clients who pay a
premium get priority and a premium experience.
If you want the work
to be good and cheap, it will take longer to complete the project. This may
be a great budget-friendly option if you’re starting early on a project and
have some time before you need the writing done.
If you want the work to be cheap and fast, it’s going to be lower quality. This may be a good option if you want to have a draft to work from (and avoid the dreaded blank page!) that you can customize into your voice and vibe.
Benefits of a business blog
What can a business blog do for you?
Be a resource library that showcases your expertise.
Educate your readers.
Repurpose your podcast or YouTube content.
Drive traffic from Pinterest.
Be part of your SEO strategy.
While a blog is not a requirement for a successful business, it can be a helpful tool when it is a part of the right strategy.
How do you use blog posts in your business? Share in the comments!
