Become an expert in your field
A website without a blog is harder to find in search engines. A static page is, well, just very static. Nothing is happening; there is nothing fresh, nothing to engage with or get excited about as a reader. Blogs, therefore, are a necessary part of any business nowadays, not just to attract traffic to your website but also to be seen as a brand that is vibrant and alive. Does your company have a blog?
When you optimize your web pages through SEO — including your blog posts — you’re making your website more visible to people who are entering keywords associated with your product or service via search engines like Google. But that’s the technical side of it. A blog is much more than that. Share interesting content regularly, and that blog can be a powerful tool to build trust and attract followers. It shows customers that you know stuff, that you are an expert in your field, and that your site is a place to come to for new articles.
Ditch the sales pitch
What should you write about in a successful blog? First lesson right here: a blog is not a sales pitch. No reader wants to continually read about how amazing your company is, how excellent your products are and that they should BUY NOW. Would you love reading content like that? You’d quickly get bored and click away, right? Your blog content has to be useful to the reader; tell them something they don’t know yet. You are not going to hold their attention for very long if you have nothing new to say.
The importance of storytelling to build trust
So what do you write about in a blog? Place yourself in your customer’s shoes. What would make an exciting read? What would add value to your website and brand? A yoga and fitness brand could share healthy smoothie recipes; a furniture shop could teach readers easy interior design tricks. A ‘behind the scenes’ story with video footage will show the human side behind the business. There are numerous ideas when you think outside the box.
People like to relate to a brand before they commit to buying, and storytelling will help you do that. Be honest, be sincere, be inspiring, tell them about what drives you to do this business. Of course, you can put in links to your product page but do it subtly.
“Make keywords a natural part of the story, to build trust. Don’t be a pushy salesman. People will see right through that.”
A blog is great tool…and a big commitment
You want to post something weekly or at least twice a month, to keep your blog fresh and have enough quality content to share across your social media platforms. Sounds like much work? It sure is! But not giving it the attention it needs will ultimately mean that your competitors will rank higher in the search engines and your site will be harder to find. And not only that, you are under-using the online marketing tools that are out there to connect with customers.
Many business owners sigh when they think about the need to write blog posts. They will put it somewhere at the bottom of their to-do-list. After all, you already have a website, a Facebook page and an Instagram account. You know that starting a blog is essential, but it feels like having that pile of laundry sitting in the hallway, staring you in the face, and you can’t bear to sort it out. Later. Not now. Too busy. Ugh. No time. Does that sound familiar?
A small investment, big results
Now, you can do it all yourself, of course. Many people do. Perfect if you can and fantastic if you love it! But if writing is not your thing or it takes you days to create a story that you are happy with, it will more likely give you a headache. You can use your time and skills a lot better.
Hiring a professional content writer may sound like something only big companies can afford, but that is not necessarily true! Hiring a professional writer will help you boost traffic to your website, add value to your brand and ultimately increase sales. A content writer is a creative brain in your (freelance) team, who will churn out interesting articles way more quickly and efficiently than you ever could. That is a relatively small investment compared to the time it would take you to do this all yourself.
It’s time to face that pile of laundry.
Are you interested in hiring a professional content writer? Get in touch, and we’ll have a non-obligatory chat.