Blogging for your Business

By definition, a blog is “a regularly updated website or web page, typically run by an individual or small group, that is written in an informal or conversational style.” It is a space that allows you to post and update your page with interesting or relevant content about your brand, connect with readers and help instill your brand’s presence.

Why should your business have a blog?

Besides the obvious few reasons that your brand will grow its online presence and your business is likely to reach new potential clients; blogging allows a business’ voice to be heard. Everyone has something to say and blogging provides the perfect platform for you to say it.

Creating a blog establishes a business as an ‘expert’ in your line of work, it allows you to build trust with your readers and show off what you know. Not only will you be building your expertise and credibility, but because people can post comments and interact with you, they can get to know you.

Search engines also love new content, and as a result, blogging is a great search engine optimisation (SEO) tool. Remember, the better your SEO, the more chance your blog has of being seen, so keep that in mind when writing.

How to create a blog

Now that the hard part is over and you’ve decided to start a business blog, this is the fun part! Choosing the look, feel and style of your blog and getting it started may seem daunting, but it is easy. Take note of these tips and tricks to help you along the way.

- Establish blog goals

Your business blog is an investment of time, energy and effort. Make sure you thoroughly go over what it is exactly you would like to get out of having a blog and why you are starting it in the first place. Ask yourself some of these questions, your answers will assist you in highlighting key business goals for your blog.

  • Why are we starting a blog?

  • What do we want to get out of blogging?

  • Who is our target audience?

  • What will make our blog stand out from others?

  • How will our blog grow our business and the brand?

- Consistency

Consistency is the key to having a successful blog. Whenever it is the start of a new venture, you are excited, motivated and oh-so-passionate about your new project. You make pages of lists and rules you plan to follow, and promise yourself all sorts of unrealistic goals. Yet a month or two in (with some of us, a week or two), you adjust to the busyness that is everyday life and those rules begin to get broken. With blogging, it needs to be different.

  • Set yourself a blogging schedule from the start.

  • Get your work team involved, help share the load and assign different responsibilities to different people. E.g. Someone can come up with this week’s blog post topic, someone else can write the post, someone can be in charge of putting the blog together online and publishing etc.

Without consistent blog posts going out your blog is likely to not be relevant or reach its optimal intended target market.

- Develop your blog’s brand

Appearance is everything! The way readers perceive your blog will determine the way in which your brand comes across.

  • Blog layout, design, colours and overall style are all elements that need to be taken into consideration.

  • Take note of the tone of your blog posts and other details on your blog, such as; accessibility, is your blog page easy to navigate?

  • As well as relevance, are the articles you are writing relevant to your brand or business ventures?

These are important factors needing to be considered when developing and defining your brand through the use of your blog.

- Share your work

A great way to get your blog posts out there is by using your other social media channels as a traffic tool.

  • Be sure to publish your blog posts on your social media platforms.

  • See if you can use snippets from your longer articles as short tweets, or interesting images in your Instagram feed.

  • Always link back to your blog post to help direct traffic to your blog.

- Statistics

What is the point of a blog if it is not being read?

  • Make sure to monitor your blogging journey as you go to identify what posts perform better than others and what your readers like.

  • The more you blog the more your audience will grow, and along with that the wider your range of topics to post about will be.

  • Keep your blogging goals in mind when reviewing your statistics and move forward acknowledging what is working for your brand and what isn’t.

  • At the beginning of anything new it is usually a case of ‘trial and error’ so don’t be afraid to take a few risks, the rewards could be worth it!

Creating a blog can be a daunting process… But it doesn’t have to be. Set out your ideas and goals beforehand in detail and refer to them as you go. Have some fun with your blog and interact with clients/potential clients that you may have never had the chance to chat with before.