This is some Inception-level writing right here.
A blog within a blog.
Blogs are everywhere on the internet – and for good reason: They’re bringing in business.
And for many, it’s big business.
Here are some hard-to-ignore stats on blogging:
- Websites that also have a blog are shown to have 434% more indexed pages
- Companies who blog get 97% more links to their websites
- 77% of internet users read blogs
- Businesses that blog experience twice as much email traffic (Source: Optinmonster)
How Blogs Help Your Business
As a communications tool, your blog develops relationships with customers.
Blogging helps your business reach a wider audience and increases search engine rankings when done correctly. You can also combine blogs with other marketing channels such as Google Ads or social media to reach a wider audience.
Content should always be interesting and informative, but also specific to your business. It’s all well and good to write entertaining blogs, but if they don’t relate directly to your product or service and engage customers, they are a waste of time.
A very good blog is entertaining, informative, and includes a strong call to action that promotes your business and draws attention to what it offers.
Blogs help your business stay relevant and can position you as an authority in your industry.
And good blog content creates excellent opportunities for sharing.
Blogs serve as both an information source for your audience and customer base, but also as a way to drive traffic to your website – so to make that happen efficiently the blog must appear in search results. A blog’s SEO should be optimised in order to do this.
Updating your content regularly, too, means Google crawls your site more frequently without needing to publish more often.
And the more Google crawls your site, the more likely your most recent information will show up in search results after publishing, which gives you an advantage in your rankings.
Blogs also provide your business with another opportunity to reach people who may be at a different stage in the buyer’s journey (or sales funnel).
Here Are 9 Different Types Of Blog Posts
| Lists | How-To Guides | Checklists/Cheat Sheets |
| Infographics | Interviews | Guest Blogging |
| News Articles | Personal Stories | Case Studies |
What Your Blogs Need
When writing blogs, focus more on the benefits of your product or service, more so than its features. This is because readers engage more if the content is about them, rather than all about you. Bring the features in later, or more subtly, once you have established your customer’s needs and pain points.
Through the content, you should aim to highlight the ways in which your business’ product or service solves problems the customer is facing. Pinpoint these problems and demonstrate how you have the best solution available to them.
But more than that. The content in your blog often turns potential customers into informed buyers. They feel confident knowing more about your business, your products and services, and this builds trust with them.
Hopefully, they then do business with you, with a strong likelihood they will become a return customer and their good experience will be shared among family and friends.
Your blogs should aim to be compelling, informative, persuasive (in a logical and unobtrusive way), relevant and speak directly to your customers in a friendly and knowledgeable way – in a language that makes them feel relaxed and supported.
Your blog is a wonderful opportunity to show your customers who you are, what you stand for and how you want to speak with them. That’s why setting the right tone is so important.
Top 5 Blog Must-Haves
- Blogs must be worth reading and relevant to your business
- Killer titles/headlines + sub-heads are essential
- Easy-to-follow structure, with good grammar/spelling
- SEO-optimised and keyword-friendly content
- At least one call to action
Blogging drives traffic to your website, improves inbound marketing campaigns, and attracts more potential customers.
Approximately 80% of companies who use blogging as a marketing strategy have gained customers through their blogging efforts.
And, 82% of business owners admit they depend on blogging for their business.
Best Elements To Supercharge Your Blog
Once you start blogging, it’s important to be consistent. Start a list of topics you’d like to explore, do some keyword research on those topics and keep building on the list throughout the year, so you have your content plan mapped out ahead of schedule.
Make provision for news events or changes affecting your industry throughout the year, and capitalise on them with timely blog articles you could be writing.
We invite you to book in for a complimentary discovery session with one of our marketing strategists, to discuss your business, and how we can help you set up or build your blogs.
