Could becoming a blog writer be great for your business?

As a blog writer I’m often asked, “What’s the point in blogging”? A fair question; after all it does require a lot of time and effort.

In the following article, I outline why blogging can be great for business and often more effective than traditional marketing methods.

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Should you bother with a business blog?

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The thing with blogging, and many people struggle with this, is that you need to do it often. There is absolutely no point in writing every now and then.  So, to keep myself on track in this year, I put together a blogging schedule, which lists all the topics that relate to copywriting I want to cover along with publishing dates.

As well as blogging often, you can’t just write for the sake of it — what you produce must be worthwhile. The blogs that get the most traction are usually those crammed with valuable information. In other words, people actually find them useful.

Why becoming a blog writer is good for your business

There are many reasons, and here are three of them:

Reason 1: Blogging demonstrates your expertise

Writing a blog is a wonderful opportunity to show potential clients that you know your stuff. In a way, though less formal, blogs are like case studies because you can discuss issues and scenarios within your industry. An insurance agent might write about pitfalls in certain types of insurance policies;  a  woodworker could, perhaps,  produce a blog about making a coffee table.

Though a reasonable word count is preferable (usually at least 300 words), a blog doesn’t need to be wordy. In fact, photos, diagrams and video make a blog all the more interesting.

The thing to remember, however, is that a blog should not be written like an advertisement. In fact, you shouldn’t really promote yourself at all. As long as you are credited as the author and your blog is attached to your website, your readers will find you.

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Reason 2: Blogs are interactive

The beauty of blogging is that it is interactive. In my last blog, I discussed the merits of building a rapport with readers and, with blogging, that’s what you can do.

Look at any established blogger and you’ll see they receive many comments from readers, comments that they can respond to. Tell me: can advertisers in TV, radio and print engage in a two-way conversation with those who are exposed to their advertising? The answer, of course, is no — it’s all one-way.

“But, blogging isn’t advertising!” I hear you say. Well, no it isn’t. However it is a very subtle form of marketing — permission-based marketing, to those in the business.

The reason it’s called permission-based, is because people only read a blog if they want to — if they find it useful or entertaining. You can’t say that about most traditional interruptive forms of marketing. How often have you flicked the mute button on your TV remote when the ads come on?

Reason 3: Blogs can drive traffic to your website

Would you like more website traffic? I’m sure you would. Content is king; Google loves content. One of the things that the Google algorithm takes into account when determining where to direct its users is fresh good-quality content. Blogging is a way to provide this content and this is why, earlier on, I said that there’s no point if you only blog occasionally.

If you write good-quality content, blog that people find valuable, original and aren’t littered with spelling and grammatical errors, then Google is more likely to gravitate towards you and readers are more likely to share on social media platforms, like Twitter, Facebook and Google +.

Regardless of all the reasons mentioned, I like blogging because it’s honest and unpretentious. And best of all, you must give to receive.

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  1. Great post Andrew,

    I recently surveyed a number of my own clients, both bloggers and not, and was surprised at the difference in opinion of both.

    Those who do blog reinforced the points you’ve raised above (in particular the engagement). Other points included: developing a resource library via blogs to use in business, creation of original content for sharing socially, assisting in professional development and a tool to convert site visitors into solid leads.

    Those who don’t blog stated time, lack of confidence, commitment to frequency/consistency and a lack of knowledge of what the benefits of blogging are.

    Being in a social/blogging space we can fall into the trap of forgetting not everyone thinks as we do…in the world of content marketing and social engagement and amongst the noise of our RSS feeds, there is always room for more genuine, original posts!

    Off to read your article about proofreading now!!

    Justine

    1. Thanks for your feedback, Justine. It also occured to me after some recent meetings, just how valuable blogs are for referring clients to to reinforce points discussed. Basically, they’re great for demonstrating that you know what you’re talking about.

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