Blogging is a great way to drive traffic to your website and create visibility for your business. The first question you need to ask yourself about blogging for your business is "where should I start?" A blog, by general definition, involves two characteristics: 1) it presents an individual's personal ideas / opinions, and 2) it is regularly updated.
As a business, these elements are still important to your blog. The "individual" behind your blog is your business, and the personal ideas / opinions are relevant information about your business.
These can include the following:
- News about your business
- Answers to common questions
- Special insight into your field
Blogging to Improve PR
A good blog can reinforce your relationship with the local community. Did your business help a local charity? Does it devote resources to a specific cause? Blogging about your involvement with the community or local organizations shows customers that your business is run by real people. Clients want to work with businesses that care. Giving specific examples of how your business helps other people is a surefire way to show potential customers that your business cares.
Blogging to Bolster Your SEO
In the past, "blogging for SEO" meant "smashing as many keywords as possible into one post." Keyword stuffing doesn't work anymore. In fact, it's a good way to make search engines ignore your site.
You can still use blogs to help your rankings, though. Here's how:
- Make your posts relevant to your business
- Prove unique insight into your field
- Avoid generic, recycled content
It's also important to regularly update your blog. Never post for the sake of more content, but don't let your blog go stale, either. How often should you update a blog? It depends on the type of business. Some bloggers post several times per week; others only need to update their blog once a month. For the best results, find a pattern that works for you and stick to it.
Blogging to Substantiate Your Expertise
Your blog should provide content that establishes you and your business as an authority in your area of expertise. If you are a painting contractor, your blog should reflect an in-depth understanding of the painting industry.
Write for Your Readers
In the end, your audience is the most important part of your blog, so write for them. Anticipate their questions and provide an answer. Give them information that is appealing, useful, and specific. Understand what they need and show them why you're the best option to meet their needs. When visitors understand that you're an authority on the subject, they are more likely to give you their business.