Blogging is no longer simply an avenue for prepubescent teens to expose angst about school and relationships (that’s more social media than blogging anyway)– these days blogs are the lifeblood of any web property. They inject fresh, relevant content to your website, helping your brand be more visible in search engines to your prospective customers.
Blogging isn’t merely for interesting stories about what you had for lunch. It’s about establishing credibility, thought leadership, and search engine ranking.
Here are 5 important reasons why you need to build and maintain a blog for your business:
We’ve all gone through it: that sinking feeling just before the blog you once loved with a passion loses altitude and crashes headfirst into the ground, devoid of all momentum, inspiration, and velocity. It’s that moment when you realize you don’t have the energy, the ideas or even the motivation to continue the blog. Which only means it’s about to sputter and crash to its inevitable death. But there are two ways to keep this from happening. Read More »
Every now and then a client who is new to the idea of blogging will ask me: “But isn’t a blog nothing more than a diary that’s online?” And I realize that while the content marketing world may be growing by leaps and bounds, there are still small business owners who feel it strange to use blogs — a tool once equated with personal journals — to help promote their brand and their business. Here are a few thoughts that should lay it to rest. Read More »
The idea of beginning and then maintaining a well-written blog is daunting. Perhaps because you feel like there’s nothing to write about. Or you feel your small business doesn’t really need a blog. (Sorry to burst your bubble, it does.)
But the huge roadblock that faces many a newbie blogger is the massive investment in learning the blogging software, learning the ins and outs of promoting the blog, and then building a content engine so that your posts come like clockwork, and you have a system in place that can sustain the publishing schedule. Read More »
I had an interesting discussion with a client today, going over possible topics for her company blog. She had outlined a list of content topic ideas, picked with great care to best showcase her company’s unique selling proposition. However, I had to gently inform her that, no, “why you should pick X company over others” isn’t a very strategic blog post. It could be incorporated into a larger topic sure, but would never really stand alone as a good piece.
“Why? What’s the difference?” came her question. “What topics make up a good blog post versus a website page?”
Content strategy is a hurdle that a lot of organizations struggle with. I’ve met with quite a few business owners who ask me: “But how much web content can we realistically create around our business? Our industry is pretty boring.” To which I answer:
“Look, your product solves a real problem. It may not be glamorous, but it sure isn’t boring to the people struggling with that pain.”
A couple of clients have asked if it makes sense to outsource their copywriting, social media, blog posts and website content to an offshore provider, an online freelancer, or a college intern: “After all, they know how to post cool stuff on Facebook!”
I always tell them if you’re outsourcing because you think it’s cheaper or more convenient, it’s usually not.
If you’re outsourcing and expecting content that’s passionate and involved, you’ll rarely get it. And here’s why:
How do I find what to blog about? That question hits every blogger with the same intensity after the company blog has been launched, the initial excitement has faded and you’re suddenly faced with the daunting task of feeding the blog beast with fresh content on a recurring basis. Honestly, there won’t always be a press release to announce or a product to launch.
The solution? Take on three roles: become a detective, a news junkie, and a spy. Read More »