Everyone has a blog, don’t they? But, is blogging really worth the effort? I think so.

What is a blog?

If you find blogging something of a mystery, there is nothing mysterious about it. Basically, a blog is just a collection of articles (posts) published on a website. It can be about anything — name the topic, and there will a blog about it somewhere.

Essentially, blogs are modern-day newspapers or magazines. There is a big difference, though; a bank account the size of Rupert Murdoch’s isn’t a prerequisite.

If you’re in business, this is a fabulous thing because you are no longer reliant on the media to promote your products or services.

You are in control!

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Why blog?

Okay, so your hands are firmly on the ‘steering wheel,’ but how does blogging promote your business?

Well, it can

  1. attract website traffic
  2. educate customers
  3. demonstrate expertise.

By attracting web traffic and then educating and showing your know-how, you promote your business in a subtle, non-interruptive way.

Commit to quality

Unfortunately, too many businesses fixate on reason # 1, attracting web traffic. So, they publish flimsy posts of little value. They reckon search engines, like Google, will reward them with leads, regardless of quality.

Well, a few years ago this might have been a sound strategy but not anymore.

In truth, search engines aim to answer our questions. And, they won’t do that by directing people to keyword-stuffed twaddle masquerading as ‘educational’ blog posts.

If your blog doesn’t add value, do yourself a favour; stick with paid advertising.

What to write about

Cover topics your customers/prospects want to read. Don’t write about your weekend excursions unless they somehow relate to your business. So, this begs the question: What should you write about?

Remember, blogging is about answering questions. So, consider what your prospects want to know. For example, if you’re an accountant, I bet your clients will be interested in ways (legal, of course) to reduce their tax obligations, so write about them.

For ideas, take note of questions your customers ask during day-to-day business. If you’re active on social media, notice what your customers are posting.

How does blogging work?

Blogging is a form of content marketing. Unlike traditional marketing, like TV, radio and magazine advertising, it is non-interruptive. Prospects read blogs because they want to. By the way, the same is true for non-written content like videos and infographics.

Here’s why.

If you want to learn about a product or service, where do you go? Do you ‘let your fingers do the walking’ and consult Yellow Pages? I doubt it. My guess is, like most people with an internet connection, you carry out research using your smartphone or laptop.

So, the point of blogging it to provide information for your potential customers to find and at the same time find you.

What do you think? Do businesses need a blog? Please leave a comment.

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