At our July 2014 Business4Women Networking Breakfast our Guest Speaker was James Timewell from The Marketing Company. James said what makes their company unique is that they offer a very holistic approach to Internet Marketing. From designing a website that is Search Engine Optimised (SEO ready), to creating and posting Blogs and Social Media posts for their clients, as well as Website Maintenance to ensure your website stays up to date. They also do Pay per Click Promotions for their clients and Newsletter Campaigns. Because of this James is an expert in Blogging for Business and he showed us that Everyonecan write a Blog for their business.
Below is the outline of his talk.
Blogging for business – how to get a following and increase website traffic
It is true that writing is tough- even a few lines for a Facebook business page post can involve many agonising revisions, second-guessing, spellchecks, etc.
If writing for fun about your interests is hard then Blogging for business can seem like an impossible task, especially since you have to keep the momentum going with regular posts and the results of all the effort provides a delayed response. Sometimes it seems like you are just blogging in the dark!
Why is Blogging important?
It gives the company a personality and voice
It increases the traffic to your website
It connects you to your clients
It fosters trust in your company
It allows you to become an ‘authority’ in your field
The first article is often the hardest to write but in time and with a bit of perseverance Blogging for business becomes easier and your blogs will improve.
Your goal is to teach your readers and give them something of value that they can use.
Related article: What you need in your Online Marketing Strategy
What do you blog about?
Aim to become the authority in your industry – this doesn’t mean you have to write a dissertation, keep it short but informative.
Listen to your audience and find out what they are interested in and want to read more about.
Don’t be afraid to give away some of your secrets and great ideas as this will draw readers to you and ideas are worth sharing.
Add some flavour by being yourself when writing – this is your voice after all so have an opinion!
What should your blog look like?
First impressions are important so a nice visual (specific to the blog topic if you have one) goes a long way to setting the scene.
Good starting point – 1st paragraph start with a current problem, solve the problem in the body of your blog, and summarize in the last paragraph.
The blog must look engaging and easy to read so use a catchy title for your article and break up the body text into bite sized chunks with useful sub-headings.
Finish with a flourish / conclusion
Remember to guide your readers towards the next step – reading a related article, contacting you, signing up to the newsletter, following you on social media – something to keep them on the line and in touch. This is called a call-to-action.
Related article: How does Google’s new Hummingbird Search Algorithm affect you?
What to avoid in your blog
Having a keyword rich SEO-geared title and then no related content in the article – it is better to write for your audience than try to ‘fudge’ some extra traffic to your site by pandering to the search engines.
Don’t ramble or veer off topic – one subject is enough per blog article so make use of or write related articles if you need to cover more ground.
Don’t write thin and generic articles – this should be obvious but can be a very attractive solution to “just getting something up there’. If there is no meat to your writing then don’t expect people to bite!
Don’t write in convoluted descriptive sentences – this makes it difficult for readers to follow your logic.
Don’t give up! Keep trying, writing and learning!
Related article: Stop focussing on SEO