Business blogging or corporate blogging remains something of a mystery. Most businesses know that a blog can be used to increase online visibility, enhance communication with prospects and improve ranking in the Search Engine Results Pages, SERPs. It takes time and a talented blogger, however, to reach those objectives. Keep the following in mind:
Write for Readers First:
Few tools give one the ability to earn page one ranks like business blogging. It’s tempting to write keyword-heavy articles solely for the pursuit of search engine domination. Granted, it’s rewarding to secure a competitive term. However, if the article doesn’t generate repeat traffic, convert to a lead or in some way add to your bottom line your time investment was wasted. You’re far better off creating interesting content that your prospects find valuable.
Write for Search Engines Second:
Achieving quality rank is a secondary benefit of corporate blogging. It’s important, yes, but only after you’ve provided the most valuable content that you can. Remember, very few blog readers will buy form you or convert to a prospect the first time they see your work. Repeat traffic is the key to success.
How many times do you touch your prospects before they become a lead? How many impressions does it take to generate a sale? The variables are unknown for most businesses and, chances are, yours is no exception. This is why repeat traffic is the foundation to not only a successful blog but a successful business.
A new business blogger might wonder how often he should post new content. Three times a week? Every day? The answer is that it depends on the audience and the market. Industries that change quickly require more outbound communication and engagement than those that move slow. Whatever schedule you decide, remember that the frequency is not nearly as important as the consistency. If readers return to your blog for Friday’s Post and find that it isn’t there – you’re in trouble.
Engage as a Human Being Rather than a Faceless Brand:
People don’t buy from brands. People buy from people. We may have loyalty to a particular shoe, guitar or car manufacturer, but we still close the deal with a human being. If you blog only as XYZ Corporation you will not be as successful as John Smith of XYZ Corporation.
Close with a Call to Action:
The Call to Action, CTA, is gently guiding your blog readers to additional information or assistance. For example: Does business blogging sound complicated. It doesn’t have to be. Contact me for a no risk, no obligation consultation and see what professional business blogger can do for you. Click here. Thanks for reading. LL