Whether you call it copy, content, news, updates, articles or blogs, writing words that you share regularly with your customers is becoming more and more important for businesses.
Blogs generally fall into one of the below topics:
Product information | Service information | News | Corporate messaging | Industry education | Work reviews | Industry updates |
Blogging was once considered the domain of young people who wanted to share their every thought, sort of like a diary online. Now, bloggers are major influencers online and writing a corporate blog has a host of benefits for your brand. Here’s why you should be putting pen to paper (or keys to screen) for your business.
Become an expert voice in your industry or space
Blogs provide an excellent avenue for brands to share insights on your product, service or corporate mission and culture – heck, it can provide you with an opportunity to criticise your competitors or call for greater legislation. A blog provides you with an opportunity to share your knowledge with your customer base and allows you to position yourself as an expert within your field. But with great power comes great responsibility – make sure that you have a clear, strong, correct message and take time to really consider what it is you want to say, who you’re targeting and what you want them to get out of it.
Contributions to SEO – particularly with googles new changes
Blogging contributes in a number of different ways to your search engine optimisation – it provides more keywords for Google to index from your site and updating content attracts users to your website in the first place. The Google algorithms are constantly changing, and in the latest update in June of 2018, Google announced that they will be giving greater search results to those brands who create engaging, regularly updated content that people want to read. So whether you’re publishing blogs on topics that people regularly search relative to your business, or whether you’re explaining concepts, strategies and processes, what you write will contribute more than ever to the discoverability of your brand.
Forced consideration
Sometimes, particularly with new products or services, brands just create these things out of a perceived customer need. The marketing strategy, the communication strategy, where precisely the product or service fits in the market – that can be a bit loose. By writing blogs based on your new product or service (or even old ones!) it forces you to consider the whole issue, to really sit down and tackle what you do, who you’re selling it to and why it’s important. There’s a saying that the best way to know if you understand something is to explain it to something else – and it’s really easy to show what you know with a blog (or a series of them) about your product or service.
Creates a structure for your social media
Last but certainly not least, regular blogs gives your social media something to talk about. By creating content that delivers value for customers, you want to make sure that this content is shared with your audience – so make sure that your blog posts go onto social media and let the world know what you’re doing. Deliver value in your social media efforts and your customers are likely to engage with you on these platforms.
Blogging can seem a bit daunting and I often get clients coming to me not knowing where to start. My best advice is just to start writing – start on content that you’re passionate about or is particularly topical right now, work to about 350 words or a little more and just give it a go! If you’re feeling totally overwhelmed about the idea of blogging for your business, never fear – I would love to help you craft strong, interesting messages for your brand that will really deliver results and make it worth your while. Get in touch via the website or email me on emma@emdesigns.com.au and let’s create some great content!
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