Blogging, whilst not completely necessary, is one of the best ways of sharing your knowledge and expertise. It’s a quick way to showcase your enhanced understanding of your industry to your potential audience. Conveying your knowledge allows audiences to begin to trust you. Your credibility inevitably improves when you blog about subjects that are relevant and important to your industry.
Businesses that blog get 55% more website visitors than those who don’t blog
Not every business will feel having a blog will benefit them. However, it’s one of the easiest ways to show you’re reliable, trustworthy and knowledgeable. Having a combination of these factors is important in gaining support from potential customers as they feel they can put trust into your business due to your shared expertise.
But do you know everything there is to know about blogging?
What does Blogging Help?
Blogging helps in attracting new visitors - and it helps in converting these visitors into leads. It also intensifies your reliability and position in your industry. How?
Attracting new visitors
People have questions, and they want answers. Now, imagine your blog provides those answers. People will inevitably click on what gives them answers; which will, hopefully, be your blog. Blogs attract new visitors simply by just being there. People are interested in what businesses have to say, especially when it’s something they’re interested in and/or want an answer to.
Converting visitors into leads
Once you’ve attracted new visitors to your website, it’s about converting them. Converting is always about getting someone’s attention and making them want to begin the conversion - however, converting them from a blog post, you’re one step ahead. They’ve already showed interest in your website and the content you provide; you’ve already got them interested. Then it’s about making a conversion worthy of their time and making it something they will want. Add value to their lives with the potential end result from the conversion.
Intensifying your reliability
Blogging automatically shows you to be an expert in your industry and the topics you blog about. It intensifies your reliability and credibility as you’re showcasing your knowledge for those who are interested. This, in turn, allows audiences to begin to trust you. Trust is essential when it comes to acquiring new customers; they are aware of your advanced industry knowledge and understand that you know what you’re doing.
How do you Create a Successful Blog?
Make sure to write about your industry, not yourself
You can’t spend all your time blogging about you and your company. It more than likely won’t attract new visitors in if all the resources available to them are about you, your business and what you do. It’s good practice to write a few business orientated blog posts to set the tone and show your brand values/message; but don’t always focus on these types of blogs. You need to write about what’s important to your industry and what will matter to your potential audience. People are interested in what value you have to add, and what knowledge you can share with them.
Brainstorm topics you could blog about
When choosing topics, it’s always good practice to do your research and find out what people want; rather than writing about topics you want to write about. Look at your competitors and see what they’re blogging about. See what’s relevant within the industry and what could benefit your audience.
An element to your research should be keyword research. Keyword research should’ve been prevalent within your initial website set up in terms of content and so on. It’s more important than ever to perform keyword research when you’re thinking of topics to write about, as these keywords are what people are searching and want to find out.
Remember to only write about one topic per blog post. Writing about multiple topics leads to inevitable confusion. You can’t write about all topics that your audience is interested in one blog post.
Picking a title
The first thing people are going to see is the title of your blog post. It’s from here that people are going to make the decision to either click through or click away. Knowing this, you must remember to make your title as enticing and eye-catching as possible.
Try to include a keyword within your title, without making it too long a title. If your title is too long people are going to feel deterred and less interested. It needs to be short, snappy and attention grabbing. A long title won’t be this. You need to make sure that the purpose of the blog post is outlined, but not given away. It needs to be enough to get people interested, and then enough to get them to want to find out more.
When formatting, whitespace is your ultimate friend. Whitespace is any empty space on the page that draws attention to a certain element. For a blog post, this element could just be the whole of the text - you could surround your blog post with white space and be sure that the readers full attention is consistently on the text of the blog post.
Headers, bullets, numbering, and so on
Making your blogs as easy as possible to read is good practice. Add good structure and make it simple to follow - make it easily digestible and understandable. When it comes to using bullet points or numbers, it’s a great way to split up large blocks of text and make the information easy to read. It’s all about making your blog post as easy as possible to read, making sure it’s not just all one huge block of text that’s boring to the eye and doesn’t make the reader want to continue. Headers are also an easy way of showing the purpose of certain sections and splits all the sections up for ease.
Bolding important text
The easiest way to draw attention to the most significant parts of the blog post is putting the important text in a bold font. Bold font gets the attention of any reader immediately, and often people can derive that bold text means it’s important to the topic.
Optimise your blog post for search engines
As mentioned, it’s important to do keyword research before you write your blog posts. This is the beginning of optimisation of your blog posts for search engines. Be sure to include keywords within your page title, post title, the URL, the image alt-text, the body and any headers. If you implement your keyword as much as possible without keyword stuffing, search engines will like this and rank these pages higher in their search results.
Promoting offers on your blog
People have come to your blog because they’re interested in the content you have to offer. However, do they know what else you have to offer? Be sure to promote offers, a sign up (e.g. newsletter) or anything else that is suitable for your business in your blog posts. People will then see what you’re offering and hopefully take up an interest due to the level of quality in the content they’ve received.
Along with promoting offers, call to actions are an essential part of any blog post. These CTAs can range from a link to another page on your website, a link to buy something, a link to sign up to a newsletter, and so on. The chosen CTA needs to entice people into clicking through to get to the next stage. CTAs are essential in the process of acquiring more leads.
Internally link to your other blog posts
When it comes to promoting all your blog posts, a good place to start is internally linking your other posts that are related to the initial post. This lets readers know that you have other blogs elsewhere that are on the same subject and that can help them further their knowledge even more. It also guides them round even more of your website.
Share on social media
If you’re present on social media, it’s a must that you share your blog on your social media accounts. You will slowly begin to build up different groups of fans and readers on various social media accounts, so sharing your blog gets it in front of a wider group of people. Blog posts can be shared again and again on social media, as they’ll always be relevant to someone.
Promote through email
Those on your email list have chosen to be on there for a reason. They enjoy your content and want to know more about your business - or, potentially, they are already customers. Either way, sending out blog posts in emails is the easiest way to get your content directly in front of people who have exclusively shown their interest.
Analyse the performance of your posts
This goes for absolutely anything you do, not just blog posts. You must analyse the performance of each post, each asset alongside it (e.g. social media post) and anything else you did with a certain post. Analysing the post enables you to see if people took interest and if it engaged enough people, or the right people. You will also be able to measure click through rates on CTAs and any other internal links you included; this will enable you to see how effective they are and if you can improve them.
Write consistently and frequently
Blogging isn’t just a one time thing. When you set up a blog, you have to be sure you’re going to stick to a blogging schedule and write as much content as necessary. It’s important to be consistent with your posts; however, make sure the quality is of a high level each time. High quality content will get you more readers.
Whilst every business doesn’t have to maintain a blog to show their expertise, it’s a good idea to have one. Especially if you’re part of a niche industry - potential customers want to feel that they can trust you and rely on your knowledge. Blogging about a niche industry can automatically build up this trust.
It’s good practice to plan out everything possible when you’re thinking of blogging. Your blog needs to have a purpose, it needs to be there to teach people something and add value to people’s lives. Always keep in mind your target and prospective audience - what they want to read and what will interest them. Think of any offers you can give them that will keep them interested in you.
No matter what you do, remember to make it the highest quality possible - it needs to be engaging, eye-catching, educational and entertaining