Twenty years ago there was no such thing as blogs - oh wait, yes there was. Blogging came about in the late nineties (that’s 20 years ago! Feel old yet?) and has continued to boom ever since. From personal to informative, blogs are a huge part of the webosphere and of our daily lives. It’s most of what there is now - magazines and newspapers are digital, marketing is digital, creating and sustaining relationships has become digital. My best friend and I don’t live in the same city, but we talk everyday - just through snapchat. This is the way into people’s minds, hearts, and souls at this point and you have to accept it. You need to put content on the internet. You need to blog.
Get More Exposure For Your Business
If you write content that others want to read and ultimately share with others, that’s getting the word out about your company - AND your company’s knowledge. You will become the expert on the content you’re producing.
If other writers use your expertise in their blog posts, then you’ll gain backlinks - which is the best way to grow in the never-ending SERPs and also reinforce your company as a thought-leader in your industry.
Enhance Customer Experience
Blogs are a great way to drive traffic into your actual website. It may help with your CTR and visitors will find that they want the service you’re offering. According to the CEB, 57 percent of customers decide on their purchase before contacting a sales representative, so having relevant and attention grabbing content on your website will increase the chances of the reader deciding on you as their purchase.
Build Relationships with Customers
Relationships are everything - and having a voice on your website will lead readers to feel as if they know your company better and begin to build a relationship with you, coming back for more information you have to share. You can even add a call to action to sign up for a weekly or monthly newsletter.
Grow Your Company’s Brand
Everyone has a brand nowadays, right? Personal branding is normal, and a brand for your company is not only normal but imperative. A great way to grow your brand is to give that brand a voice. What do you all have to say about the topics you and your clientele care about? Are you funny? Serious? The public wants to know.
Be Aware of These Before You Blog
You Need to Learn Blogging Essentials
Learn about SEO and how Google search functions. You want to have H1s, 2s, and 3s that will lead your post to the top of the SERP. For example, an H1 would be the title of your article, today ours is “Why You Need to Blog.” You only get one H1! An H2 would be this section you’re reading right now: “Be Aware of These Before You Blog”; and the smaller blurbs would be H3s, like the first one you read: “Get More Exposure For Your Business”. But, be cautious of cannibalizing your keywords. In other words, if you have the same key words or phrases in your H1s for different articles, this will get your content jumbled up in Google’s software and ultimately leave you absent on SERPs. Yes, Google is intelligent, but robots get confused too.
Cost of Content
You’re reading this and thinking, yeah I’ll totally start a blog and more people to the website and everything will be awesome! And then you remember that you dislike or are incapable of writing very well, and you don’t have time to learn about SEO and SERPs and the rest. This means that you may need to hire a copywriter or someone that specializes in content marketing, maybe has experience with your product, and can write in a way that aligns with your brand. Even if you wanted to just do a newsletter, you need someone to write it. This could vary from one freelance writer or permanent staff member to an outside marketing agency, like Firon. Don’t forget to take into consideration the financial and time cost of putting out content on your website.
Importance of Collaboration
Whether you’ve hired a freelance writer or a marketing agency, you’ll want to ensure that your articles are up-to-date and factual. In order to do this, it’s helpful to include other departments in the editing process. Send the unpublished post to a salesperson to double check that the information is accurate. Make sure that you’re putting the correct bylines - should this post be coming from your C-suite executives or account management? By talking to people at your company about the blog, you can also hone in on your specific marketing objectives for this project. Just remember the time aspect to all of this - in that if you’re planning on putting out content weekly, this process will need to be streamlined for maximum efficiency.
I hope you’re excited about the prospect of starting a blog on your website. Digital content is a fast growing and popular area of business today. If you need a writer like me or an SEO expert, reach out to us!