Why You Need a Blog for Your Business

Sep 18

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How to Write a Blog That Showcases Your Expertise and Grows Your Business

I started reading blogs in the era of lifestyle bloggers who shared an inside glimpse into every aspect of their lives. While I found some informative and interesting, with that as my understanding of blogging I felt it was not something I personally was interested in doing or maintaining. Fast forward to blogging for your organization or business, and pretty much everyone is in the game, creating content, some of which is also monetized in the way of affiliate sponsorship. I’m not going to dig into that aspect, but let’s just say that it seems to be profitable for those with a strong social following who know how to work it. But I’m here to offer some guidelines for those new to blogging for their business or looking to step up their content.

Blogging is one of the best ways to share your knowledge, engage your audience, and build your business. But where do you start? And how can you make it less time-consuming? Here are some tips to help you find ideas, structure your posts, and make blog writing more manageable.

Let’s start with: Why do you really need a blog? 🤔

A blog serves several key purposes:

Showcasing Your Expertise: Writing about your field demonstrates your knowledge and builds credibility.
Improving SEO: Regular blog posts with relevant keywords can help boost your website’s visibility on search engines.
Connecting with Your Audience: Blogging allows you to engage directly with potential customers and keep them informed about your services.
Generating Leads: Through your blog, you can drive more traffic to your website, leading to more inquiries and potential business.

Finding Blog Ideas 💡

Coming up with blog topics doesn’t have to be overwhelming. Here’s where to start:

Answer Common Questions: What are the most frequent questions your clients ask? Each one can be a blog post.
Personal Experiences: Share stories or lessons from your own professional journey.
Industry Trends: Comment on the latest developments in your industry.
Step-by-Step Guides: Write how-to articles that solve common problems for your audience.

To make this process easier, keep a running list of ideas. That way, you’re never starting from scratch.

Making Blog Writing Less Work 👩‍💻

Blogging doesn’t have to be time-consuming. One of my clients is a local historical society. They were sharing interesting historical facts and stories with their membership in their newsletter articles. When I suggested blogging, as a way to drive more eyes to their website, and in turn drive membership, they were hesitant to have to do that much writing and upkeep. But by repurposing the same content that they were already writing for their newsletter in their blog, there’s not much additional effort, and they’re reaching new eyes. And a bonus is that they can share links to the blog posts in their social media, to get additional readers. Here are some additional ways to lighten the load:

Repurpose Content: Turn existing content (like presentations or email answers to client questions) into blog posts. Don’t reinvent the wheel—just adapt what you’ve already created. And the flip - use your blog post content in your social media posts or email newsletter.
Use Templates: Create a basic blog post template with headings (introduction, key points, conclusion). This saves time on structuring and ensures your posts are consistent.
Write in Chunks: You don’t have to write the whole post in one sitting. Break it into smaller tasks like brainstorming, drafting, and editing.
Batch Writing: Dedicate a block of time to write several posts in one go. You can then schedule them to publish later, ensuring a steady flow of content.
Outsource Editing: If writing is your strength but editing takes too long, consider hiring someone to polish your drafts.

Sparks to Get You Started ✨

If you’re stuck, these prompts can spark new ideas:

What’s a common myth in your industry that needs debunking?
What tools or apps do you use every day that make your work easier?
What’s the biggest challenge your clients face, and how do you help them overcome it?
What’s one piece of advice you wish you had known when you first started?
Create a "best practices" post on a specific aspect of your field.

Structuring Your Blog Post 🧱

A clear structure helps keep your readers engaged. Here’s a simple format:

Headline: Craft a title that grabs attention and summarizes the post.
Introduction: Hook your readers by addressing a problem or interesting question they care about.
Main Body: Break down your main points into clear, digestible sections with subheadings.
Conclusion: Summarize your key points and offer a call to action—like inviting readers to sign up for your newsletter or leave a comment.

Incorporating SEO in Your Blog 🔍

Good SEO ensures your blog gets found online. Here’s how to optimize your posts:

Keyword Research: Use tools like Google Keyword Planner to identify the terms your audience is searching for.
Strategic Placement: Place your keywords in the title, subheadings, introduction, and throughout the text, but keep it natural. Would you want to read a blog that was written with the sole purpose of jamming in keywords?
Internal Links: Link to other related posts on your blog to help improve SEO and keep readers on your site longer.
Meta Descriptions: Include a brief, keyword-rich description that entices people to click on your post when it appears in search results.

Connecting with Your Audience 🧩

Your blog is more than just a place to share information—it’s a way to engage with your audience:

Encourage Comments: Ask readers to share their thoughts or experiences. This is an option if you turn on Commenting for your blog posts.
Respond to Questions: Show your expertise by answering comments and encouraging discussion.
Share Personal Stories: Personal experiences make your content relatable and help you connect on a deeper level.

Growing Your Business Through Blogging 🚀

Your blog can be a key tool for growing your business. Here’s how:

Generate Leads: Offer free resources like guides or ebooks in exchange for email sign-ups. Build your lead magnet into your blog posts, for a direct connection to your offer.
Build Authority: Use your blog to position yourself as an expert. The more valuable your content, the more likely clients are to trust you.
Drive Traffic: Share your posts on social media and use SEO strategies to attract new readers.

Blog Do’s and Don’t

Do:
- Be consistent: Post regularly to keep your audience engaged and coming back.
- Write for your audience: Focus on their needs and provide value through practical tips or insights.
- Use visuals: Include images or infographics to break up the text and make your content more engaging.
- Proofread: Always check for typos and grammatical errors before publishing.
- Promote your blog: Share your posts on social media or via email to expand your reach.
- Stay true to your brand: For instance - your voice in your blog should feel like the voice you have established for your brand.
Don’t:
- Overcomplicate it: Keep your language simple and avoid jargon that might confuse your readers.
- Keyword stuff: Use keywords naturally; don’t overdo it to the point where it affects readability.
- Neglect a call to action: Always guide your readers to what they should do next—whether it’s contacting you, subscribing, or commenting.
- Feel pressured to blog for the wrong reasons: You don’t have to blog if it doesn’t bring you joy. (Radical, I know!)There are plenty of other marketing strategies—like social media, newsletters, or video—that might suit you better!

The Takeaway (and a free checklist!)

Blogging is an excellent way to showcase your expertise, connect with potential clients, and grow your business. By planning ahead, using strategies to reduce the workload, and optimizing for SEO, you can maintain a successful blog without it taking up too much of your time. Stay consistent, and your blog will become a valuable tool for building your brand. Now get out there and BLOG people! 😀

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