By Laura Hill
An essential part of an effective content marketing program, blogging is a great way to accomplish several of your marketing goals at once.
Need fresh content for your website? Post a blog. Want to establish yourself as a subject matter expert? Write a blog that demonstrates your mastery. Need high-quality content for social media that drives traffic to your website? What about writing you can repurpose for email marketing? Yep. Blogs.
Aren’t there already a ton of blogs out there? Well, yes. But that doesn’t mean you’re too late to start leveraging this very effective tool. Here are some helpful guidelines, so the time you spend on your blog will return the highest return on your investment!
Our top 3 tips for business blogging
Give prospective customers a real reason to make the jump to your content on the website. Write about topics that are relevant to your audience, whether they are timely or evergreen. A good place to start is with questions you are frequently asked about your services or products. These are questions people will be using on search engines, using keywords that relate directly to your business, making it even more likely you will be found online!
Make the text easily scannable by breaking up large blocks of text with attractive white space, and adding pictures, videos, and links. Need quality sources for free or low cost images? Create your own using graphic design tools or try free photo sites that provide a natural range of people in current and realistic settings.
Hopefully, by sharing links to your blog through social media and email marketing, and by being found during online search, you will be driving traffic directly to your blog. HubSpot recommends making sure your blog is directly connected to your business website, either as a subdomain (blog.yourdomain.com) or as a page (yourdomain.com/blog) so visitors can easily access additional information about your company.
Reviving a blogging program or starting a new one?
Beginning a blogging program (or restarting a dormant one) can be intimidating and overwhelming. Listen to your customers and clients to learn what topics they are interested in, and follow these best practices to make the time you spend blogging more rewarding and effective.