To answer that question, maybe we should first answer WHY entrepreneurs and business owners should start a blog for their business.
By harnessing the power of blogging, your small business can generate new leads, connect with customers, and ultimately build revenue. Starting a blog can effectively strengthen your SEO strategy and as you consistently build quality, content-rich pages for your site that lead back to your business, search engines reward your site with higher page rankings leading to more organic traffic.
So as you can see, blogging is an integral part of a content marketing strategy. It’s a cost-effective marketing tool, but it can also be the beating heart of your business marketing efforts in an elemental way. Your business blog is a huge piece of your business brand story.
It gives your customers clear insight into what your business is all about. A blog allows your business to access a voice that engages directly with your customers and clients. This builds awareness, conversations, and most importantly – trust with your company.
On a technical level building a blog for your business can help improve your site’s SEO and rankings on SERP (search engine results pages) without you needing to spend any advertising dollars. All you need is the time and investment into creating purposeful content.
How to Start a Blog for Your Small Business
So you want to get started, but need a step-by-step guide? Here are the elements you need to start blogging for your business.
Gather the elements you need to build your blog as an extension of your brand. As an entrepreneur or small business owner, do you want to tell stories? Do you want to showcase your team and their knowledge or experience? Do you want to share insight about how your product or service is used? Do you want to become an authority in your niche? Decide the blog’s tone of voice and how how it reflects upon your brand image. Fun and aspirational? Informational but informal? There are endless possibilities here.
2. Choose a Blog Platform.
The most important thing is that your blog is professional, easy to consume and shares a balance between search-engine and people friendly. www.yourcompany.com/blog looks better than www.yourcompany.blogger.com. There are simple and affordable blog platforms like Wordpress and Tumblr, and these days, many custom sites can have a blog platform built in, like Squarespace, you just need to invest in the web hosting. TIP – check out the blogging capabilities BEFORE you decide on a web platform or designer for your main site.
3. Gather Your Team.
Epic content doesn’t create itself. Blogging takes time and energy and while the benefits are massive, it can often take some time before you see a healthy and consistent ROI. But don’t just hire any intern to do your blogging, social media and SEO.
You need flexible writers and creators who understand your industry and who can write to your company’s tone of voice while engaging an audience. We absolutely recommend hiring the right support of digital marketing and content writers to build a dedicated writing team. Also make sure to pick the brains of your current employees and your partners for contributions.
4. Create a Content Plan.
Now is where you get down to business. Do some research on keywords and search terms in your industry and start building content around it. Great content can come in many forms – written articles, podcasts, e-books, video, images – anything your audience can consume. And remember, you are writing or creating this content for your readers, not for yourself. Answer their questions and cater to their needs.
5. Stay Engaged & Consistent.
As we mentioned above, content can come in many forms so in an oversaturated market, you have to make it consistent, you have to make it resourceful, and you have to make it interesting. Keep up with trending news and media updates - find ways to integrate and connect your niche into breaking news. Give your readers a reason to comment and share. Collaborate with other networks. And make sure to post regularly to keep your site fresh.
6. Promote Your Content.
You are not done once you hit publish. Make sure to fill your content with valuable links and mentions of influencers, and always reach out to people to help share your content. One post on a social platform won’t cut it, make sure you rotate and re-promote your content on a consistent basis.
7. Monitor and Measure.
Make Google Analytics your best friend. Check where your traffic is coming from, see which posts are performing and which ones aren’t and refine your content plan from there. Rinse and repeat.
While building a blog is simple, making one work for your business requires thought, planning, and consistent effort. But the benefits are endless in this digital world of online marketing. If you are ready to improve your blogging game and want to the right support to help take your business to the next level, send us a message and we can create a custom package for you.