The Importance of Blogging for your Business
In this digital era, where everyone goes online to search for information and news, it is essential for companies to generate online exposure and engage in social marketing. In fact the top Google Search ranking is increasingly becoming one of the most important advertising goals for most companies, and one of the best ways to increase your organic Google ranking is to incorporate blogging into your business’ marketing strategy.
However we are now shifting our focus towards helping companies create and develop their business’ blog.
These eight steps will help to guide businesses in creating their new blogs and developing existing blogs. A successful business blog becomes a marketing tool that serves as a platform to share your expertise, and is vital in the creation, maintenance and expansion of brands’ audiences.
Image courtesy of Forbes
8 Steps to Creating your Business Blog
1. Collect inspiration
All companies starting a blog for the first time should pay particular attention to this step. Before you begin creating blog topics and content, it is important to source inspiration from a variety of different arenas. This includes other blogs, websites, and articles.
Find a few blogs (three to five) that appeal to you and take note of the things they are doing well and that you find interesting. Draw inspiration from these points and see if you can adopt certain techniques or incorporate relevant ideas into your blog. On the other hand, find blogs and take note of elements that you find difficult to relate to or don’t like.
It is essential to be aware of what your competitors are doing – are they already blogging? If so, what are their subjects and content ideas for their blog posts? What are they focusing on? What style of writing have they adopted? Do they have a particularly interesting or interactive blog layout? By asking all of these questions you collect inspiration for your own blog whilst being forced to analyse your competitor’s existing blogs. In other words, you will begin to understand what’s out there, what is available, and the boundless possibilities for your own blog.
For companies that are already blogging, you should continually revisit this step to reinspire and refresh your content. Searching for new inspiration helps keep you abreast of any new developments or updates, thus helping to keep your blogs relevant and inspiring.
2. Align company’s marketing and blogging goals
Before you can start writing your blog, you must create your business blogging goals. Once these have been clearly defined, check them against your company’s strategic marketing goals. Your blogging goals must support or mimic your marketing goals, as your blog will become a core element of your future marketing strategy. To ensure that your blog is supporting the rest of your strategic marketing plan, align the content of your blogs with corresponding areas of your marketing plan. In particular, a successful blog can help companies to achieve marketing objectives such as:
• Building existing and prospective customer relationships
• Increasing brand awareness
• Communicating your business capabilities and core functions
• Engaging with your audience and collecting customer feedback
• Demonstrating your business capabilities
• Informing existing and prospective customers of new products, services, events, competitions or related information
3. Select your business blog categories
You blog categories should reflect areas that your brand reflects and relates to. A tip for selecting categories is to brainstorm a list of words that reflect your essence of your brand, image, company, products and services. From this list, choose words that reflect categories you would like your blog content to relate to.
Keep your list of topics relatively short (limit your list of categories to under 10). You can always add to your list later on if necessary, however a shorter and refined list of categories will help to keep blog content relevant and reflective of your brand. It will also help to establish a pattern that your audience can come to expect and familiarize themselves with.
After developing your blog categories, revisit step one, as you may wish to conduct further research to gather inspiration relating specifically to your newfound blog categories.
4. Include video and image content
In addition to interesting writing, a great way to increase your blog’s engagement rate and drive up blog post traction is to incorporate videos and images into your posts. For more information regarding the importance of video content, and how to capitalise on this growing social media trend click here. Also if you are struggling to find writers for blogs, then you can choose to use guest bloggers. For help finding bloggers click here.
5. Develop a blog schedule
Regular blogging is vital when building, growing and maintaining your blog audience. The best way to organise this is to develop a blog schedule. Create a cycle using your blog categories that can be continually repeated. Then using these categories inspiration can be drawn for your posts. There are many online tools to assist businesses in creating blog schedules, such as the WordPress plugin Stresslimit Editorial Calendar.
Image courtesy of WordPress
6. Research and engage with your blogging audience
There is no point wasting time writing blog posts that lack appeal and do not entertain your audience. Therefore it is crucial to gain a comprehensive understanding of your current, prospective and ideal target audience. Once your business’ audience profiles have been established, then marketers and bloggers can create content that will best target and appeal to your audiences.
One way to encourage customer engagement is to incorporate a question or a call to action at the end of all blog posts. This will create a platform for discussion and also redirect traffic to other areas of your company’s website.
7. Market your blog post
Once your blog has been created and is functioning, it is now time to spread the word! It is crucial to promote your blog as much as possible (especially in the beginning) to gain as much exposure and awareness as possible. Use your website and other social media platforms to promote your blog posts. Create posts with links to your blog which not only advertise and increase your blog’s exposure, but will also help drive traffic to your website and build brand recognition.
8. Observe, assess and adjust
To save your blog from becoming stale and outdated, it is essential to continually record and monitor your blog’s results. By analysing these results you can identify areas that are working well and areas that may need improvement. Once these areas have been established, make adjustments to your Blogging Schedule and blog content accordingly. This will help ensure your blog content is always relevant, innovative and engaging for your readers.
Now all you have to do is get started!
Want any more information or tips for starting your business blog? We at FRANk are experts in business blogging so feel free to leave a reply below, or get in contact with us today on (03) 8517 2000 or email firstname.lastname@example.org to discuss how we can help your business!