Nicola Peaty

Is having a blog important for your business?

By Nicola Peaty

blogforyourbusinessSo you’ve got a great new website, which beautifully illustrates and communicates your business, products and services. You now have a choice whether to sit back and wait for the leads to find you or you can actively go out and generate some interest. Blogging is a great way to keep your site alive. By updating your site with fresh content, comment, tips, advice, case studies etc, you are proactively informing your target communities that a. you are on the ball with the latest thinking and b. you are the one to come to should they need specific information about your business area.

You can either commission blogs to be written for you or if you are the expert in your business sector, then you could write about what you know and share the latest developments and knowledge with your customers. If you can commit to a number of blogs a week or month and list the priority topics to cover, that will help keep you on schedule and your site fresh and up-to-date.

Below are some benefits of blogging for your business:

Brand expert:
Unlike some social media, a blog is a perfect way of controlling your messages going out to your market. By determining your content via blogs, you have the opportunity to position your brand how you want. You can also become the voice of authority, an industry expert in your particular area. You can offer really useful advice that gives customers added value and delights their expectation and experience with your brand. If your market is changing a lot, then you must keep up with the latest thinking, trends, technology and give original comment which adds your own spin. If the quality of your content is appreciated, then customers will learn to trust in your brand and share your blogs.

Traffic driver:
Search engines love new content. If they can see that content is being updated, especially using keywords specific to your business sector, then this will help in your search results. Make sure you are aware of your competition and if they are blogging, which subject topics are they covering. If they’re not blogging, then you have a great opportunity to push your brand above them and your website up the results page. Make sure you link your blog articles with all your social media channels and ask viewers to share, repost and retweet. Finally, link to credible sources where applicable and other social influencers who can help to boost and share your content. The end result should be that if done well, you successfully generate quality traffic that converts to genuine leads for your business.

Engage with customers:
Blog articles can help to engage with your customers via outbound messaging. As part of your communications strategy, blogging should be used as a cost-effective channel to reach out and target communities who are seeking specific information. By placing useful content on your website, your aim is to attract potential interest from prospective leads who can then seek out other information within your website. Interaction will help to deepen your relationship with customers by inviting comment and giving feedback to questions and queries. This is a valuable opportunity to build a connection with your customers on a personal level and make them feel engaged with your company and brand.

Useful related links: How to write content for your audience.