A Lot of Reasons to Start Blogging
We all hear about how important it is to blog. It’s great for SEO—uploading rich content for your website on a regular basis is the one best things you can be doing to increase your Google authority. Blogging on a wide range of topics also positions you as a subject matter expert (SME); a blog becomes a platform to share your thoughts and ideas. Don’t be afraid to share your opinions—those who love you will love you even more; those who don’t? Well . . .
The point is not to promote but to inform
A blog is a great way to build trust, and if you’re doing it right, you’re sharing information that will help people do their jobs, which is what content marketing is all about. In today’s rapidly changing marketplace, a blog is an excellent medium for keeping your audience informed about key takeaways from a workshop or seminar you recently attended or new software that helps make your job easier.
The list is endless. So why do people have so much trouble blogging?
You probably have a million reasons to blog, yet you find even more reasons NOT to blog. That’s the reason that blogging initiatives fail for so many businesses. A blog by its very nature means a series of posts—not one or a few haphazard posts. A blog is a commitment that requires a strategy and good writing. If you’re a terrible writer, blogging is going to be a hard sell; if you can’t find someone to write your weekly blog, think about another marketing strategy—this is not going to work for you.
A good blog also has substance
There’s another important issue. We’re not talking about random ramblings—a blog means quality content. If you’re just throwing up a few paragraphs of mindless rhetoric, you’re wasting your time. Google has made it clear in its last few algorithm changes that good content is nonnegotiable. You can no longer trick Google with keyword stuffing or other smarmy techniques. Good content matters.
Research also shows that for landing pages—and that includes your blog—to rank well, they need to have some substance. Today’s trend toward minimalism makes no sense at all. Provide enough content so you’re telling a story. Answer people’s questions and you’ll start to develop a following. Blogs should be 300+ words.
Provide visual cues
Seduce your audience. Make it easy for them to read your blog. Use subheads to break up paragraphs, enticing your audience to read on. Be creative and compelling. Use bullet points when possible—they help make it easy to scan and understand content. Use images—today’s audiences are spoiled and need to be entertained.
Blogging becomes the workhorse of your content marketing program
But the really great thing about blogging is that it becomes the workhorse of your content marketing program. A blog can be repurposed as newsletter content; excerpts can be posted to social media. Post your blog not only to your own website but to Linkedin and Blogger, a Google product, for enhanced SEO value. Look for guest blogging opportunities.
Many people are derailed from their blogging commitments because they’re trying too hard. You don’t have to solve the Middle East peace crisis. Share a funny story, showcase a new product or service, highlight an employee or client. Keep an editorial calendar; be thinking about what you want to blog about as you sit in traffic or exercise. Set aside time every week for blogging and own it. It pays off.
Talk to Top of Mind Marketing about blogging
If you understand the value of a regular blog but can’t fit it into your marketing strategy, talk to us at Top of Mind Marketing. We blog for a growing number of clients. This can be structured in a number of ways, but for best results, we recommend at least a weekly blog. We create an editorial calendar to identify important events and seasonal themes to make sure we leverage topics. For some of our clients, we manage the entire process, coming up with topics, writing the blogs, identifying images, then forwarding for a quick review before posting to their website, social media sites and Blogger. Other clients want to be more involved in identifying topics. We take the time to learn about our clients’ industries so we can write about them, and we follow the news to leverage relevant topics that help make blogs compelling and timely.