Why Writing A Blog for Your Business Is A Smart Move
Your inbound marketing is not complete without writing a blog for your business. Is it time for you and your company to write a blog for your business?
The other day while meeting with a client I was talking to the “inbound marketing manager” and the topic of blogging came up. “Well, we really do not blog for our business. We have been doing just fine using pay per click ads and social media advertising.”
Okay, this is a valid point. You can and should create many, valuable leads through paid promotion and send this traffic to a landing page for a webinar, eBook, or another offer that you choose to convert them to a lead. The problem that we discussed was the fact that blogging for business is the backbone of any inbound marketing strategy.
Let me explain, inbound marketing is the act of attracting buyers to your website through content. This content includes your blog, video, social media, paid digital advertising, and other digital forms of content.
As we continued to chat, he agreed that writing a blog for his business is the backbone of your inbound marketing, they just did not have the manpower to write on a frequent basis. Understandable.
Reasons To Write A Business Blog
Okay, let’s get this party started. You have made it this far let’s give you some reasons to actually give this blog thing a chance. Having a couple reasons to start blogging might give you the motivation to get started blogging.
Attract Buyers To Your Website
You have a website. You want more traffic to your website. Yup, we all do. Well, your blog is a great way to attract more traffic to your website. According to HubSpot, companies that blog 16 times per month see 3.5x more traffic than those that do not blog. Blogging is a great way to drive more traffic to your website.
Add Value To Your Buyer
If you are creating a blog to help your customer, not promote your business, you are setting up to win. My dear old Dad was once looking to upgrade his car stereo to something that had Bluetooth. He is a DIY guy and found a blog post about how to install a new stereo in a 2008 Ford Escape. Guess where he bought his new stereo? You guessed it, the only shop with the sweet blog. Your blog is a great way to add value to your buyer.
Tell Your Company Story
This will be the only time that I mention a non-revenue generating item for blogging. If you blog the right way you are going to expand your brand, maybe even attract some really talented people. Use your blog to tell your company story. Show your customers or new recruits why you are awesome, weave your story into your value-added content and create something remarkable.
As a business owner, I know you love opening your wallet and shoveling out thousands of dollars to set up a booth at a tradeshow, sending direct mail to hundreds of potential buyers, or buying that billboard on the side of the I-10 in Downtown Phoenix. Blogging does not really cost anything, just the time. Yes, I know time is money, but blogging is a low-cost marketing tactic that your company can use to generate more business.
The Launch Pad of Inbound Marketing
We have already chatted about inbound marketing a bit. The reality is, inbound marketing is more effective than traditional marketing and needs to be part of your overarching marketing strategy. Blogging for your business is a great launch pad (yup, we like space references here) for your inbound marketing. Inbound marketing will take time to get started abd see results, so start blogging now.
How To Write A Successful Blog That Promotes Your Business
I know that you are amped up to write your first blog post or maybe you are ready to get a free marketing consultation and chat with an inbound marketing expert (Yes shameless plug. This is my blog for crying out loud).
All jokes behind us, we need to get back on track. You can start and maintain a successful blog pretty easily. Here are a couple tips to create the business blog you have always dreamed of.
Write For Your Customer, Not Yourself
I really enjoy blogging. I find the process fun and exciting. However, I write for my potential clients, you guys. My goal is to make them laugh and build a relationship. This way when we have our first convo, we can be old buds. Something like that. The point here is to write something that your buyer wants, not something that is going to promote your products. Unless you are a comedian, then promote your jokes all day long.
Plan Your Content
They say that if it gets written down, it will get done. Yes, this is true, don’t tell me it is not. Typically, we plan a quarter of blog posts in advance, relating them to an inbound marketing campaign. Planning your content helps your team plan and organize your blogs to get the biggest bang for your buck.
Track Your Results
I was going to save this piece to the end, but it is one of the most important aspects of your blog. It is also a reason that most companies give up on their blog. Tracking your results will show you what is working and what is not working. Using this data will help determine the topics and articles your business should actually blog about.
Tip: This is going to be for the advanced users out there. Use your CRM and marketing platform to track your blogging efforts to actual revenue. Set up inbound marketing campaigns and associate these pages and posts to your campaign. If you set things up the correct way you will be able to tell what post types receive the most clicks, conversion, and revenue. Yes, we all like that.
Create Something Valuable
I think this should go without saying, but I am going to bring it to your attention. If you create a blog that sucks, then you are going to get results that suck. Create something worth reading and engaging with. That’s it.
My goal is to write 1,000 words per day. I have gotten to the point where this takes about 45 minutes to an hour (if I do not get interrupted by my kids, father of 4 here. There is always some urgent matter). Now, I do not use everything I write. I only use what I think is going to add value. Blogging daily helps keep the momentum moving forward, keeping the blog train moving.
Find the time of day that works for you to write, and do it. Mine is after the kids are in bed and the wife turns on HGTV. I can put on the headphone and jam on some blog posts.
Make It Count
One of the biggest mistakes companies make when writing blogs is not writing enough. There is a key statistic that says each blog should be at least 400 words. However, there is also research that suggests a blog post should be at least 1,600 words to rank higher in the search engines. The more valuable your content is to the end consumer, the higher it is going to rank in the search engines and attract the right buyers to your website. That value thing continues to come up.
Promote Using Social Media
You just created this wonderful blog of 1,654 words and now you are waiting for the leads to start coming in. Yes, it is going to happen, but let’s add a little gas to the fire. As you are building your social media strategy, including your blog. Make sure to share your new blog post on all the social media channels you are actively using. Get the credit you deserve and use your social channels to drive awareness of your blog.
Don’t Forget SEO
Blogging for business is about attracting more visitors to your website. There are some very basic search engine optimization tactics that you can use to ensure you are taking advantage of the search engines. SEO starts with doing your research, and updating your title, meta description, and image alt tags. When you are blogging ensure that you are using the basics of SEO to drive more traffic to your website.
Use The Content Pyramid
There are over 2.5 million blogs posted every day. Your blogging needs a strategy in order to drive the right results. You can no longer jam a ton of keywords into a blog post to rank higher. You blogging needs to start with a cornerstone piece of content and add supporting blog posts linking back to the cornerstone piece. This content pyramid will develop internal links and drive the right signals to the search engines. The content pyramid or inbound marketing pyramid is a great starting point for your content marketing.
*Below is a high level introduction to the content pyramid.
Tell A Story
Finally, people like to be entertained. Use your blog and weave a story into the valuable content you are creating. This will help you engage with your audience and connect on a more personal level. Take your blog to the next level and tell a story, maybe it is your story.
Business Blogging Statistics
All blogging statistics can be found at HubSpot ultimate list of marketing statistics
- 53% of marketers say blog content creation is their top inbound marketing priority. (HubSpot, 2017)
- 1 in 10 blog posts are compounding, meaning organic search increases their traffic over time. (HubSpot, 2016)
- Compounding blog posts make up 10% of all blog posts and generate 38% of overall traffic. (HubSpot, 2016)
- Over its lifetime, one compounding blog post creates as much traffic as six decaying posts. (HubSpot, 2016)
- Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0-4 monthly posts. (HubSpot, 2015)
- B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month. (HubSpot, 2015)
- B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4-5 times per month. (HubSpot, 2015)
- Companies that published 16+ blog posts per month got about 4.5X more leads than companies that published 0-4 monthly posts. (HubSpot, 2015)
- 75% of HubSpot’s blog views and 90% of blog leads come from old posts. (HubSpot, 2014)
- Some 15% of internet users read or comment on discussion forums such as reddit, Digg, or Slashdot, while 10% use the blogging website Tumblr. (Pew Research Center, 2015)
- 43% of people admit to skimming blog posts. (HubSpot, 2016)
- Titles with 6-13 words attract the highest and most consistent amount of traffic. (HubSpot, 2016)
Writing A Blog For Business Conclusion
Our conversation quickly turned into the frequency of blogging and how you can be successful blogging just once a week. I would hope that any business owner, marketing manager, agency owner, or freelancer could come up with 800 words per week and publish something.
The now client has agreed to produce 2 blog posts a week, with our help. We are still in the infant stages of this, but organic web traffic increased 15% over 2 months. I will be the first to admit, that the organic traffic before blogging was minimal, but we are moving up and to the right.
Writing a blog for your business is a good, a great idea. You just need to make it a priority. If you have not started blogging for your business, it is not too late to start. However the sooner you start, the sooner you will start to see results. It is time to launch the blog your company deserves.