How To Blog For Your Business
No matter the industry you’re in, learning how to blog for your business is a valuable skill that rewards you with increased website traffic, higher ranking on search engines, and an improved conversion rate – if you know how to do it right for both Google and your human audience.
Continue reading to learn how to create a successful blog for your business with our top tips.
How to Create a Successful Business Blog
If you want to learn how to write a blog for your business, you first need to pinpoint how blogging will help you so that you can focus your efforts. But do you really need a business blog in the first place?
Blogging opens a lot of doors for your business; it’s an excellent way to reach more people and establish yourself as a trustworthy authority in your industry. In general, a successful business blog will help you achieve three things:
Put simply, a well-written business blog attracts people. Most visitors are likely to find your website or online store through search engine results, rather than via an ad or social media. If you want your business to show at the top of Google when someone types in ‘best camera equipment,’ for example, then you need to target keywords and phrases that your audience is looking for – and the best way to do that is to strategically place them throughout blog posts.
Consumers at the beginning of their customer journey are also more likely to click on a blog post than a product page because it offers a non-salesy, authoritative source of information that could help them answer any questions they have or solve their problems.
Convert your leads
The volume of visitors to your blog posts is meaningless if they’re not converted into paying customers. If you want a higher conversion rate, your blog posts must be well-written, provide useful information, and help the user to solve their problems. If you write relevant blog posts in addition to selling the product or service you’re writing about, you can leverage your blog to direct visitors to relevant product pages.
For example, if your blog is about the best camera equipment for professionals, highlight some of your own equipment and explain why it’s the best. An informative and persuasive blog feels much less salesy than a generic product page because it’s centered on providing value to the consumer, rather than singing your products’ own praises. If people feel like you’re genuinely trying to help them, they’re more likely to convert and buy from you.
Earn the loyalty of your customers
Customer loyalty isn’t easy to achieve. If your customers are disappointed with your product or service, or even if they don’t like the sound of you in your blog posts, they’re likely to look elsewhere. With that in mind, it’s crucial that you write blog posts that are honest, helpful, and genuine.
They must prioritize and aim to solve the reader’s needs without sensationalizing your product or manipulating them into believing half-truths about what you’re offering. Remember, it’s much better to undersell and over-perform than the other way around.
Even if your blog posts don’t convert every reader, if it’s written well and provides useful information, readers are likely to return, especially if they have a new problem or need they’re looking to solve. They’re also more likely to talk about your brand in a positive way – and word-of-mouth marketing is incredibly powerful.
In this way, presenting your business blog as an authoritative source of information, rather than just a way to promote yourself, is another excellent way to convert leads and turn them into loyal advocates of your products and brand.
9 Tips for Creating a Successful Business Blog
There’s no one-size-fits-all formula for creating a successful business blog. However, there are some common best practices that can help you create a high-converting one. So, keeping in mind the three main benchmarks for a successful business blog, here are some tips you may want to consider when writing a blog for your business:
- Know your audience: You must write for your target market and focus on their needs and wants. Being customer-centric will help you attract the right leads, convert them, and earn their loyalty. If your customers can recognize themselves in your writing, they’ll more easily identify with your brand and understand what you can do for them.
- Have a content plan: A major pitfall of blogging is writing irrelevant or random posts; your content must have purpose and direction. Before you start your blog, you need to create a well-crafted content plan for the future. A good idea is to create a content calendar, which will help you to stay consistent and on-topic with your blogs.
- Create catchy headlines: The title of your blog post is the first thing that people will read, so it needs to capture their attention, address their desires, and be persuasive enough to click. At the same time, it shouldn’t be misleading – you don’t want visitors’ first impression of your blog to be “clickbaity” as this is likely to deter them from ever coming back. It’s also important for headlines to stimulate the curiosity of your target audience. “How-to” and list titles tend to do a good job at attracting visitors. For instance, instead of simply writing “Benefits of CRM”, you might write: “9 Benefits of CRM in 2021”. (See what we did there?!)
- Write quality content: This is a biggie. If you have tons of visitors to your blog page, but they’re not staying to read your articles or explore your website, the bounce rate will be too high to convert them into customers. One of the main reasons for poor conversion rates is low-quality content. The best way to attract your target audience and keep them on your page is to provide them with quality content that they want to read. It must provide value to them, solve their specific problems, and use a tone or writing style that’s appropriate to your chosen demographic. This is another area where a content plan can be particularly helpful.
- Blog regularly and consistently: Some blogs have the potential to become lucrative businesses of their own. For instance, the top-earning blog in the world, Huffington Post, was originally a personal blog that evolved into a media giant. The earning power of this blog is more than one billion dollars, it has a yearly revenue of more than $250 million, and it has more than 90 million visits every month. One of the main factors to its success is the number of posts. It currently posts more than a thousand blog articles per day, many of which become viral. While you definitely don’t need to blog that much for your business, maintaining a regular blogging schedule will help you please search engines (which look for and reward consistent content) as well as present your business as an updated, go-to source in your industry.
- Use pillar posts: A pillar post is a long and comprehensive article about a particular topic. It serves as the center of a topic cluster, with links to more in-depth, shorter articles on your blog that expand on a specific sub-topic. The main idea is to optimize internal links and the interconnectivity of articles on your blog. In this way, your website can be indexed more effectively by search engines.
- Become an authority: If you want to attract the right audience for your business blog and gain their loyalty, you must prove you’re an expert in your field. Focus on information that can’t be easily found anywhere else and provide interesting, valuable insights or an alternative viewpoint or angle.
- Include visual aids: Sometimes you may need to add infographics, videos or photos to make your blog posts more informative, explain more complex points, or simply to grab attention. If you include media in your business blog, your posts will also rank in the image search results on search engines, giving you a bit of extra mileage.
- Have a strong opinion: While it’s good to be factual and objective in your blog posts, it also helps to take a stand on certain issues that are related to the product you’re selling, the services that you’re offering, or your industry in general. It doesn’t necessarily have to be controversial, but it should be principled. For example, if your product is a greener option than a competitor’s product, state this and explain why you stand by it as the better option. Oftentimes, consumers are purpose-driven, meaning that they want to buy from a business that aligns with their values and morals, so showing a strong opinion on something like eco-friendly products or packaging can give you a huge competitive edge.
Want to find out how to use blogging to take your business to the next level? Let’s talk.