To blog or not to blog? That is the question… Wait, is it? The real question should be: How can I fit blogging for my business into my schedule?
There are three main types of blog:
Personal blog: This is where you (over)share your personal life to become internet-famous. This life isn’t for everyone, but there is a thriving community of influential bloggers who are great resources for reaching your target audience indirectly. If you should learn one thing, it’s that people connect with people. So if you aren’t willing to put a face to your brand, you will have a tough time.
Career blog: The line between personal and career blog can sometimes be blurred depending on what industry you are in (i.e., Beauty bloggers, parenting bloggers, food bloggers are all great influences to tap into when it comes to a personal connection to their audience). This type of blog is how an individual makes money. They could post regular paid reviews, set up an affiliate marketing program, or anything else that would be the sole source of their income.
Business blog: This is when an organization has a designated section on their website where they provide content that showcases their expertise. A business blog is a marketing channel, not the way an organization makes money. Many businesses feel that blogging isn’t worth the time it takes to draft articles and post them on the website. However, there are several reasons why business owners should consider building blogging into the marketing strategy. Here are a few things to consider:
Increased website traffic
When you think about it, you already have a captive audience of your current customers. However, they won’t go to your website unless you give them a reason to. Creating well-informed, engaging content also gives your audience something to share that links back to your website. This can expose your business to new audiences through direct website traffic. Time to make sure your website is up to date and effective!
In terms of your target audience as a whole, regularly updating your website will help to boost search engine optimization (SEO) because there is new content to index. It allows you to plug important keywords for your business.
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Establish yourself as the go-to expert
Blogging allows you as a professional to showcase your knowledge. Play your cards right, and it can even create other PR opportunities. For example, you could find online channels where you can post your blog as a guest post. The other thing to consider is that the media often does their research online, so there is a chance that when you share it on social media, it could get noticed by a journalist (I have had this happen to several clients!).
While it is always great to answer common questions related to your industry, blogging also forces you to think beyond your comfort zone to explore new sides of your knowledge. To keep your blog topically fresh, so you aren’t recycling the same tired subject over and over, you have to find new things to talk about. Sitting down with a colleague or even just a pen and paper and doing some brainstorming will help you develop several great ideas. The goal is to put out a stream of well-written content that shows you know what you are talking about, so it establishes authority and trust.