It’s hard work, time-consuming and often the first thing that drops off your to-do list when you get busy.
And with so much “content” out there (and a lot of it of pretty dubious value), it’s tempting to think you’re doing the world a favour by refusing to add to it.
But blogs are still a very powerful tool for your online marketing and blogging is still as important in 2016 as it ever was.
A blog helps you bring in more website visitors…
People will tell you that a blog is good for search optimisation (SEO). But don’t expect your blog to be a magic wand – you won’t suddenly zoom up the Google rankings just because you published a couple of articles.
But if you publish good quality content consistently (and promote it) you will bring a steady stream of visitors to your site. This is because a blog:
- allows you to target many more key phrases than you can in your main web pages
- disciplines you to update your website on a regular basis
- can attract links more easily than product or service pages (provided the articles are good!)
And, of course, your blog is yours – unlike Facebook pages it can’t be taken down on a whim if you break some obscure rule. Plus those articles can bring in website visitors long after your Facebook posts have been forgotten.
… and persuade them to buy from you
When I ran my DIY wedding stationery ecommerce business, blogging was a key part of promoting our products. By giving them ideas of the things they could make, listing what they needed and taking them through it step by step, we gave brides the confidence to purchase and use our items.
Sell fashion accessories? Put together mood boards or style different outfits which work with your items.
Offer a service like coaching, therapy or personal training? Use your blog to give visitors insights into your personality, methods and principles.
But only if you do it well
A blog will only work if you commit to it and do it properly. Remember:
- Go for quality over quantity. It’s better to publish a great post every month than a scrappy one every week.
- Be laser-focussed in your blog content. Always write for your customer and what interests them.
- Pay attention to your titles – as well as being a signpost for Google a great title can have a huge impact on whether people click on your article or not.
- Promote, promote, promote. People won’t find your blog unless you publicise it. Share widely on social media and use collaborations to reach a wider audience.