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In today’s digital age, small businesses are under pressure to produce consistently great online content. Business owners are painfully aware of the need for a high-quality blog but often struggle to create high quality content, on a regular basis that actually creates impact.
The question may then be asked whether or not a blog is even necessary - they may seem arduous to write and don’t appear to be driving business. The answer to this question is a resounding yes! A high-quality blog can help your business establish a brand voice, create credibility in your field, and engage your target audience.
In this blog, we will discuss how a well-written blog can positively impact your business, and provide you with top tips about blogging for business and how to write high-quality blogs consistently.
A successful blog is your golden opportunity to open a conversation with your audience. It can be friendly, informal, hilarious, caring… the list is endless. So decide who you are as a business. What kind of personality are you trying to project to the digital universe? Do you have a mission or an ethos you are trying to craft? This all needs to come across in your business blog and is something to put emphasis on focusing on when you start blogging.
Creating consistently high-quality blogs that show your audience who you are will make them trust you. Writing about topics and events that align with your brand voice will strengthen your identity, making you stand out from a sea of beige competition.
A recent study by the Harvard Business Review found that people value emotional engagement more than they value customer satisfaction. Using your blog to establish your brand voice will drive long-term relationships with your customers.
You and your business need to establish an expert presence online. Having a high-quality blog will help you develop credibility in your industry and within your target audience.
When you use your blog to consistently share valuable insights and up-to-date information, you position yourself as an authority. More importantly, your blog becomes a tool for your readers. Remember the golden question - how does my content benefit my reader?
There is an added bonus to this consistent posting of up-to-date content. Search engines prioritise websites that consistently publish high-quality material. Make sure your blogs are SEO-optimised with relevant keywords and you have a winning formula to get website traffic and attract a wider audience to your website!
A blog is the perfect platform to connect with your target audience in a meaningful way. It allows you to connect with them on a human level. And as we all know people don’t buy from faceless companies - they buy from other people. So the more personalised your content, the higher your sales will be.
An effective blog, written well, will attract new customers. In fact, research carried out by Right Mix Marketing discovered that up to 80% of all daily blog visits are from new potential customers. A high-quality blog brings you a steady stream of new visitors which can be transformed into a loyal customer base.
So you’re now up to speed with how a great blog can benefit you and your business. Now for the top tips and benefits of blogging yourself. Just how do you get started when writing a fantastic blog?
Think about your target audience. Who are they? What do they like? What kind of content will be useful for them? Taking time to answer as many questions as you can about your target audience will allow you to develop a detailed profile of them. This profile will form the basis of the type of content you decide to post.
If your target audience is tech-savvy Gen Z youngsters, they probably don’t need a tutorial on how to use Tik Tok! But they may benefit from sage advice on how to buy a first home. Senior citizens might not be the best fit for a blog about the benefits of extreme sports. You get the picture! Your content will be strategically curated to attract and engage your audience - so understanding them is the first step to success.
If your goal is to write an excellent blog then start with understanding your well-established competitors. Study how others approach their business blogging, especially those with great reviews. Ask yourself what makes them so successful, what can you implement and what are the patterns of a successful business blog.
No-one is suggesting you copy someone else’s blog - but you will gain valuable insights into what readers engage with and appreciate. Looking at high-performing content will help you develop your own content strategy.
Be a content magpie. Whether you are watching the news, scrolling through social media posts, or simply having a chat over a pint, make sure you are on high alert for stories and information that will engage your audience. Then quickly store it for future use.
If you are a brand with stellar green credentials then maybe it will be a Greta Thunberg news story. If your target audience is families then maybe you might lead with a celebrity birth. Hook your audience and then you can make seamless links to your brand and services.
Let’s face it - we are lazy readers. Particularly in this age of digital information overload. There’s only one way to stop your audience mid-scroll and that is with an awesome headline.
If you can’t catch their attention at the start, they will never even get to the real juice of your blog post. Use short snappy sentences which capture the essence of your blog message.
Your brand voice is your secret weapon - don’t be afraid to use it. Personality and emotion are what will set you apart from the competition. Let them shine through in your writing.
Your customers want to buy from you because they like you, they trust you, and they respect you as an expert in your field. Your brand voice is how you establish this loyalty.
Create a reputation as an expert in your industry. You wouldn’t trust a doctor who didn't seem well-informed! Or let a 10-year-old cut your hair! Your customers want to know that you have the knowledge and experience to help them - show it off!
Create content that gives advice and information which will directly benefit your customers, whether that be the most recent building regulations, the latest fashions, or the best investment options.
Create useful lists, or give top tips to your audience. You have already established yourself as a trusted expert. Now show your audience how to use that expertise to their advantage.
Blogs could use ‘Top Tips’, ‘A Step by Step of How To…, or ‘A Guide To…’ to give your audience practical advice they can use in the real world.
There’s no point in writing a well-crafted blog if no one can find it! Research the most relevant SEO keywords and make sure they are included naturally in your blog.
Use them strategically, including keywords and phrases at the start of your blog and then throughout.
Hint: Do not cram as many keywords as you can into your blog. Not only will it affect the quality of your blog, but you may be penalised meaning your search engine optimization efforts will be pointless!
A high-quality blog is a golden ticket to audience engagement - but only if you are creating content on a regular basis. Create a schedule and plan out your blog posts and content well in advance.
If you follow the advice of becoming a content magpie, you should soon have a well-stocked library of future blog ideas.
Running a successful business is rewarding - but it’s also hard work. Business owners often outsource aspects of their business to accountants, managers, or recruitment agencies.
So why not invest in a professional blog writer? Developing a relationship with a content writer who knows you, your business, and your brand could give you a seriously good return on your investment.
In conclusion, the importance of producing high-quality blogs for your small business cannot be overstated. A well-crafted blog not only helps establish your brand voice and credibility, but also engages your target audience and drives new customers to your business.
By understanding your audience and competition, finding valuable content, utilizing powerful headlines, and staying true to your brand voice, you can create content that truly resonates with your readers.
Ensuring your blogs are informative, useful, and SEO-optimized will help you stand out from the competition and build lasting relationships with your customers.
And if writing isn't your strong suit, don't hesitate to invest in a professional content writer to help your business thrive in the digital age. Remember, consistency is key – so create a schedule, plan your content, and watch your small business flourish through the power of high-quality blog content.