As with any goal, it’s important to know your reasons to blog for your business. The more detailed your reasons are, the more likely you’ll accomplish your business blogging goals.
Every business blog is unique. The number of posts, length of each piece, and industry-specific topics are unique data points that vary from one business to the next. That’s why there’s no magic equation for business blogging.
However, starting with a clear vision and understanding can help. Here’s how to start figuring out which benefit is most important to your business and how to maximize on its potential.
1. Boost Google Ranking
For some businesses, achieving the first result on Google for the right keyword can transform their business overnight. For others, there won’t be much of a difference should they bump up their search engine rankings.
For example, a local heating and air conditioning company that shows up in the number one result for “how to clean your AC for the summer” with a blog post might experience a huge boost in traffic, but not necessarily business if they only serve local residents.
However, a gift basket shop that ranks number one for “send a care package” with a blog post can experience an explosion of business if they ship across the country.
If you think your business could benefit from improving your Google page rank, it’s time to start blogging. Research shows that companies with 300+ posts on their websites receive as much as 3.5 times the visitors than their competition.
2. Boost Brand Voice
A blog is a great way for a brand to find its voice. If your business has been struggling to find a uniform way to communicate with clients, leads, and website visitors, starting a blog can help you find it.
A blog can also help you put together an informative manual for current and future employees. Should they have questions about protocol or company values, an afternoon spent browsing the blog can help them discover what your company stands for. Some great blog topics to consider when using your blog to discover a brand’s voice include:
These topics are generic but when customized to your business and properly marketed, readers can quickly learn who you are and what you stand for.
Already have a great brand voice? Awesome! A blog can help more people hear it.
3. Provide Marketing Material
We all know marketing is an important part of any business. But it comes easier to some of us than others. If you’ve been ignoring your marketing duties due to a lack of funds, blogging is the answer.
If your website is already set up for a blog, hammering out that first post on your own will only cost you an afternoon or two. If you plan out your content correctly, you’ll slowly build up an evergreen marketing plan for the year. You’ll be able to reuse your blog entries in newsletters, email campaigns, or landing pages.
If you can put enough blog entries together, you can piece together a downloadable eBook for lead generation. You can pull blurbs from your blogs and use them as teasers for social media posts.
Even though you should always be working on creating new content, most blogs can be reused several times. After a few months of consistent blogging, you’ll never be short on marketing material again.
Reasons to blog for business vary by company. What makes sense for the business next door might not be the right reason for you.
If you’re not currently blogging for your business, avoid jumping on the bandwagon until you discover your unique reason. This will make it easier to track your progress and keep you motivated as you blog for your business’ success.