Updated: Sep 19, 2018
When I tell people that I write blogs for a living, they usually respond with an awkward ‘oh’ and no follow-up questions. I believe that this response is borne from the stigma surrounding blogs: that blogging is not a real job, or that no one reads blogs. However, I have concluded that these naysayers don’t realise that blogging can significantly benefit business. And here’s how:
1. Blogs allow you to share relevant information with your customers about your products or services. You can write blogs about anything from dental services to handmade baby clothes, all you have to do is find an angle. For example: Take me as a professional writer, today I am writing about blogging, but next week I may write about creating effective web landing pages. Both are services I offer, both are relevant to my industry, and both blogs may help people better understand what I can offer them.
2. In writing a regular, industry-relevant blog, you are establishing your authority in the field. Forbes.com explains that building this authority allows you to breed “trust and familiarity, keeping you top-of-mind when your prospects are ready to buy”.
3. Blogging improves your Search Engine Optimisation (SEO). That is, by having a well-written blog, full of information and terms relevant to your products or services, you will have a better chance of customers finding your website when they are searching online*. This, in turn, can generate more traffic on your site which, may have the flow-on effect of creating new business.
4. Blogging can also help you develop your brand or persona which humanises your business. By having a blog which is written in plain English, and targeted to your niche market, you allow your customers to see what sort of person you are, or what kind product your offer. For example, your writing may project a specific trait, such as trustworthiness, which people then go on to associate with your brand and products. In turn, this leads you to be at the forefront of the customer’s thoughts when wanting to purchase because they already trust you and your brand.
5. Blogging can help you stay ahead of ‘the curve’**. I am the first to admit that sometimes it is hard to come up with regular content for blogs. One way around this is by researching industry-relevant news. This research can include reviews of competitors, keeping up-to-date with industry trends or even finding out more about something which a customer may have requested. All of this study can be fuel for your blogs and may also help you jump onto an impending trend, before your competitors.
So you see, as a blog writer, I don’t just sit around in my yoga pants all day, drinking coffee and writing about my kids (although I have been known to use them as tools for humour in some of my blogs). Instead, I am helping small businesses, like yours, create connections with clients. I am helping you grow your business by getting your name out in front of potential new customers. I am helping your business and website stay relevant, generate SEO and improve click rates.
Don’t let the stigma stop you from taking the time to create a blog on your business website: because people do read blogs. And, if you can't find the inspiration to start, contact me so I can show you how.
*business.gov.au (n.d.). Improve your search ranking. Retrieved from: https://www.business.gov.au/Info/Run/Advertising-and-online/Improve-your-search-ranking
DeMers, J. (2015, May 28). The top 10 benefits of blogging on your website [Web log post]. Retrieved from: https://www.forbes.com/sites/jaysondemers/2015/05/28/the-top-10-benefits-of-blogging-on-your-website/2/#69b924d2329f
**Watts, D. (2015, June 30). 19 reasons why your business should be writing a blog [Web log post]. Retrieved from: https://www.sproutcontent.com/blog/19-reasons-why-your-business-should-be-writing-a-blog