If blogging looks like one more daunting task on your marketing checklist, you’re not alone. Only 1 in 8 businesses had an updated blog as of October 2013.
We get it — why spend the time writing when you have products or services to sell? What do you even write about? How do you find the time to do all of this anyway?
Blogging doesn’t have to be an overbearing process; and it definitely shouldn’t detract from your business. So let’s address those three questions above…
1. Why
Companies that blog generate 67% more leads than those who don’t. Need we say more?
Every time you hear someone talking about Google and SEO you hear them talking about the importance of content. Blogging increases your page count with applicable and current content, cueing Google and other search engines to tell them that you are active and relevant. Get searched, get found, get customers.
2. What
You want to blog. But what do you want to say? A well-rounded mix of content is the key so that you 1) keep your readers on their toes for what’s coming next (i.e., engaged long-term), 2) reach a larger audience by covering a wide range of topics (the more specific the topic the better), and 3) demonstrate your knowledge of the industry and all of its latest trends and insights.
For example, if you’re in the business of cotton t-shirts you may blog about heat pressing vs. screen printing one week, national cotton planting conditions the next, and the Macaulay Culkin – Ryan Gosling t-shirt inception saga after that (yes, it’s real).
3. How
Take the time to layout a monthly or quarterly editorial calendar. We know what you’re thinking, “I run a local chain of retail stores, not The New York Times.”
Consider how often you are publicizing new articles via E-newsletter or social media. Let that timeline influence how often you need fresh content. Also, how often are your events, selling cycles, and product launches? Plug these major factors in as pillars throughout the year and fill in content around them.
All That Said…
Blogging may just be too much for some businesses without a marketing team or time to spare. If that is the case, consider setting up a Tumblr blog (say what?) or Twitter account and showcasing the feed on your website. The goal is to get leads by regularly posting new content to your site, but not letting the process drag down your day-to-day business.
Want a few personalized suggestions to boost your blog’s performance or need help getting started? Let’s talk!
