Customers in the 21st century demand great content. Your business blog can be a powerful medium through which you can take your brand several notches higher.
We all know that reaching out to your existing and potential customers is pivotal in promoting your business – and one of the most significant ways of doing this is through a blog. Statistics show that blogging regularly can heavily influence purchase decisions. And companies that have a blog generate 88% more leads than the ones that do not.
Starting a blog is very easy but the challenge lies in updating and maintaining it. With technology becoming easier by the day, it now takes just a few minutes to create a business blog. But in case you are new to this whole idea and don’t have a clue about blogging, then the following steps should help you get started:
Choose a blogging platform
Assuming that you already have a business website (you do, right?), it is now time to choose a blogging platform. This can be confusing for someone new to blogging as there are lots of platforms available. WordPress is by far the most popular and also the most professional blogging platform today. Some of its features are free while for others you have to pay. For cheaper and simpler alternatives, try Blogger, Typepad, or Moveable Type. Look around, ask for recommendations from experienced business bloggers and weigh the pros and cons of each platform to choose the correct one for you.
Determine Your Objective
In order to write content, you need to figure out what you will write about and for whom. Are you selling a product? Do you want to promote a service that you provide? Who is your target audience? What is their age group? Answering all these questions can help you determine your objectives. For example, if you are an interior design company, then your blog could be about recent trends in the design industry, the latest news or happenings, offers and new services your company has started, etc. Remember that your blog is your company’s voice. Your style of writing and your content will determine how your target audience responds.
Pick a Theme
Once you have figured out your objective and writing style, pick a theme for your blog. There are two factors in choosing a theme. One, your writing style, tone, etc. Two, the layout of the rest of your website. If you have a blog theme too different from the look of the rest of the site, then it might appear out of coordination. WordPress has several themes to pick from. It also has really professional-looking, paid themes just for a business blog. If, on the other hand, your website or content doesn’t have a very serious tone and is aimed at young, fun, outgoing people, then you are free to select a less professional theme that reflects the personality of your blog. You may also hire a web design company and get a theme created for you blog.
SEO and Content Marketing
Just having a blog out there isn’t enough. You need to make sure it is getting noticed and attracting the number of visitors you want it to. Content marketing is the key in driving a blog. If you have some knowledge about SEO, you can apply proper content marketing strategies on your own. But if you have no idea how these things work, it is better to hire a SEO company or a content marketing specialist to help you achieve the desired results. Popularizing your content is another vital strategy. The trick here is to share your content on social media channels for more exposure and more readership.
Who Will Write and How Often
Set realistic goals for your blog. Don’t aim to write one post every day if you actually cannot. Once a week, or once every fortnight is good enough. The next important question: Who will blog? Do you have the time? Have you written anything other than your college essays? Can you successfully convey what benefits your customers will get by choosing your product or service? If any of your answers to these is NO, it is best to hire a professional blogger or content writer to do the work for you.
Most importantly: Be patient. Don’t lose heart if your blog doesn’t get too many visitors in the first few months. A consistent traffic takes time, patience, and consistency. All you need to do is keep blogging and sharing your posts on the right social media platforms to build a steady stream of visitors and readers over time.
Most businesses now look to have a company blog section as part of their overall marketing strategy.
While it is important that your content should be meaningful and well-written, however, the challenge really is on how to write a blog that can absolutely stand out of hundreds of similar posts already online?
Well, accomplishing this task is no mean feat if you keep the following three golden rules in mind–
It is rightly said that the first impression is the last impression; which is why it is important for your content to “look” appealing.
To start with, what first captures a customer’s interest when they click on a link is the overall look and feel of the content. To look impressive, it should be well-presented with visual flow of information including fonts, formatting, pictures etc.
Remember, if you fail to get the presentation right, there is a high likelihood that your customers will not even bother to read your content.
Developing content that attracts, connects and touches the reader is an art!
If you’ve managed to get past the first hurdle of content presentation/ design, the next hurdle that comes your way is the content itself. Before putting up any content, ask yourself the following questions:
To create “high impact” content, you need ensure that the information is presented in a manner that is easy to comprehend, and at the same time, is engaging. Also:
To get the desired result you might have to go through a few iterations of drafting, redrafting, rephrasing, and polishing your content.
A good read is usually either thought provoking or emotionally evoking, and should leave one thinking long after one has finished reading the article….such should be the power of words!
To capture the same, use day-to-day anecdotes to drive home your point. User experiences that people can relate to, so they can remember and recall what you have said.
Play with emotions by adding humor, exhilaration, surprise or debate in your stories, as may ‘fit the bill’, as this captivates the reader to play them out in his/her imagination!
It’s worth remembering that storytelling or content writing for blog is the best form of connecting to people! When you weave experiences into a story, your content will hit the bulls-eye!
In the digital world, it is your content which puts you in front of people. Keeping all the aforesaid points will enhance the effectiveness of your content to find that the winning edge.