Maintaining a blog is like learning an instrument. Both are relatively easy to pick up, but if you want to be a professional, you need a lot of skill and plenty of practice. While you can learn an instrument in private, blogging never takes place in a vacuum. Every post exists publicly, so anyone can see your earliest, most embarrassing work. You need to learn quickly if you want to start a business blog, but it’s hard to know which methods will work.
While these risks may sound discouraging, you have a lot to gain from blogging. Your posts will increase traffic to your site and boost your rankings in search engines. Your content will also show off your knowledge to an audience of likeminded, passionate people. This will make your business seem more credible, and visitors who read your content may be compelled to buy from you.
Blogging’s benefits outweigh its risks, but you need to know what you’re doing before you get started. Thankfully, this list will provide you with the business blogging tips you need to create engaging, high-quality content.
1. Make Good Use of Keywords
If you want your website to gain more exposure, start producing content right away. Blogging is a key element of search engine optimization (SEO), a method that helps webpages appeal to a search engine’s algorithms to place higher in search results. It’s important because most visitors come to your site through these results, so if you gain more prominence, you’ll likely attract more visitors and earn more opportunities to close a deal.
An effective SEO strategy uses specific words to exploit the algorithms, so you need to research these phrases to make your posts more visible. But the right keyword isn’t always the most obvious one. A watchmaker may face plenty of competition from more established sites if he or she uses the phrase “custom watches.” In this case, a long tail keyword like “manual custom watch for women” may garner better results. Do your research before you choose a term and you won’t have to worry about being buried.
2. Make Your Content Unique
Your sales and marketing departments already spend valuable time and money to convince your audience that you offer different products and better service than your competition. If you turn around and produce similar content, you’re just wasting that effort. Sites that offer anonymous content don’t stand out in readers’ minds. This has a direct effect on your web traffic. A reader won’t visit your page when they can find the exact same piece on a more established site.
Bland, derivative content will hurt your brand in two other ways. Banal blog posts won’t stand out in search engines by their very nature. As mentioned in our previous business blogging tip, SEO often requires unique keywords and subject matter to work. Copied content lacks both of these characteristics, so it’s easy to be buried. Furthermore, establishing your company as a thought leader is the whole point of your blog. Professionals and potential clients can tell if you’re just following the herd, so you need to avoid that behaviour to maintain your credibility.
3. Balance Quantity with Quality
You need to strike a delicate balance if you want your blog to be successful. On the one hand, you can’t publish on an irregular basis or else readers will lose interest and you won’t be able to boost your search engine ranking. But your copy also needs to be crisp, clear, and free of unnecessary mistakes. If you privilege one of these options and lapse on the other, your posts will look sloppy and inconsistent, hurting your brand. Follow this business blogging tip and your blog’s quality will skyrocket.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.