If you’ve been working hard to stay at the top of your internet marketing game then you know that having a business blog is essential. Blogs can attract new clients and establish you as a thought leader in your industry, but only if you’re doing it the right way. The truth is that having a successful business blog is a lot easier to talk about than it is to put into practice. After a while it can be hard to come up with topics that will engage your audience, and finding the time to write often enough to keep your content fresh can quickly become overwhelming.
Still, blogging is one of the most effective tools for SEO. A well-written blog will rank well on search engines, driving more qualified traffic to your site and capturing the interest of potential customers. So what’s the right way to do it? Read below for some tips and traits of truly successful business blogs.
Make Sure You Identify Your Goals and Purpose
Blogging isn’t about hearing yourself talk … or write. It is part of a business strategy, and should be treated as such. That means sitting down and identifying exactly what your goals are. Do you know what you want the company to get out of it? More importantly, what is the takeaway message you want your clients to get? If you answer those questions thoughtfully before you ever sit down to write, and remind yourself of those goals each time you start writing about a new topic, your content will be focused and much more likely to accomplish what you’re looking for.
Understand your Audience
The more you know about your target audience, the better you can write content that will interest and engage them. The goal is to write articles that will appeal to them and everyone else in your industry so that as they read and enjoy the article they will pass it on to colleagues. As people begin following you, look to see who else they are following, and check out what is trending in your industry.
Figure Out Your Frequency
A lot of business bloggers make the mistake of setting themselves unrealistic goals for how often they will post new content. The determination is based less on the calendar then on how often you can come up with content that meets your goals. If you have enough interesting content to post daily and you have the time to do it, then go for it. If you feel that the content is more appropriate for once a week, that’s fine too. The most important rule is that you stick to the schedule that you commit to. Your audience will be disappointed if you start out like gangbusters and then suddenly run out of steam. Consistency in quality of content and regularity in your publishing schedule is what’s most important.
Outsource to Quality Writers
If you find you don’t have the time to keep up with a blog, or if you lack confidence about your writing ability, take advantage of the wealth of external talent available. Whether you use a ghost writer or guest bloggers, having somebody with talent, meticulous research ability or industry expertise take on the responsibility is a great way to ensure that the job will be done well and that you’re providing your audience with engaging content.
Remember to Spread the Word About Your Blog and Measure Your Results
Publishing a blog is not enough — you also need to market it strategically. How do you do that? Take advantage of industry groups on social media sites like LinkedIn that will allow you to post content. Find partners who will allow you to add links to their sites. Post links to your blog on Facebook and in your tweets and include them in your newsletters and correspondence to clients. Perhaps most importantly, constantly work to increase your mailing list and high quality subscribers and followers. A successful business blog is a combination of engaging content and having the right people read it. Once you’re established, make use of one of the many useful websites that can help you track the success of your efforts, and if you need more traffic, up your SEO within your content. Google Keywords is just one of many sites that can show you the words that can make a difference.