As we move further and further away from website pages stuffed with keywords towards well written and informative content, the presence of a blog on your website can be a real boon.
Here are some reasons to add a business blog to your content marketing methods:
• Updating a blog on a regular basis adds a steady stream of fresh content to your website. This can help boost your search engine rankings.
• It’s another great way to connect with your customers. A blog filled with relevant, quality posts shows that you know your onions; season this with carefully chosen posts about you and your company to help people connect with your brand.
• If you’re running a company, you could blog about recent awards, a trade show you visited, or maybe something in the community that you got involved with.
• If you’re a sole trader, the odd post here and there that makes you a real, approachable person will help your customers resonate with you and your ideas.
• You can make what could be a part-time job (or ‘hobby’ business) for you at the moment look like the busy, full-time business you want it to become – just by posting regular content.
• Allow comments on your posts, and add social ‘sharing’ buttons to create another layer of connection.
The Golden Rule…
However, blogs need to be looked after, otherwise they can actually cause more harm than good. Be prepared to post regularly or get help in doing so! If this is not feasible for you at the moment, you would probably be better off putting the blog on hold, rather than posting a couple of times and then abandoning it.
Problems with abandoned blogs
• It doesn’t look professional – you might think that it just makes you look ‘in demand’ and very busy, but an abandoned blog gives off a whiff of unprofessionalism. People are unsure of where you’ve got to – has something more important than your business taken your attentions elsewhere?
• Are you still trading? – People who visit your website see ‘static’ pages. Your blog may be the only part of the site that shows you’ve been active recently. If this hasn’t been updated for many months, people will often assume that you aren’t trading anymore, unless they have seen otherwise elsewhere.
Remember to post little and often; a steady stream of content will work a lot better for you than suddenly posting a handful of articles a couple of times a year.
Blogs on a platform such as WordPress have the option to schedule your posts for a future date; this means that you can write a few posts in one sitting and then automatically have one published every week/fortnight etc.
It’s a bit like getting a pet – there are tons of benefits, but you do have to make that commitment!