- Web & Digital
5 effective ways of using blogging to promote your business
Blogging is a great way to promote your business and generate leads.
In 2020, blogs are among the primary three forms of media used in content strategies. However, with WordPress users producing around 70 million new posts every month alone, getting your posts seen is a real issue.
And if generating traffic to your latest blog wasn’t hard enough, HubSpot revealed that around 73% of people skim them while only 27% consume them thoroughly.
The question is, how can you effectively use blogging to promote your business and ensure it resonates with the 27% of engaged readers?
Why blogging is important for business?
A blog is a website or part of a website with frequently updated content about specific topics. Each blog post should make people think, act, laugh or learn.
Writing compelling blog content is a fantastic way to promote a business or earn money as a business of its own. It’s an online gateway between you and your customers, providing a constant dialogue on the subjects they find interesting.
Blogging is important for business because it helps you drive more traffic to your website. Every time you publish a post, you’re giving the world another opportunity to find your website and learn about who you are.
As a form of inbound marketing, blogs are a critical part of both content marketing and digital marketing strategies. With the right keywords, original content and value, blogging can be important for SEO too. You have a chance of ranking for different terms which aren’t heavily covered on your website or strengthen the ones you do have.
Blogging is also important for business because it helps you establish trust. Studies show that between 70-80% of people research a business online before visiting or making a purchase with them. So, if you’re not positioning yourself as a thought-leader and telling this audience that you know what you’re doing, you may lose a sale.
People buy from people they know and trust. Your blog content gives you another way of building it up and forming a relationship.
And the best part of all is that your blogs can be accessed anywhere and at any point. It’s a constant generator of traffic and income.
5 proven ways of using blogging to promote your business
Answer the questions they want answering
It may seem obvious, but a lot of businesses often use blogs to sell a product instead of the solution. You need to consistently publish content which revolves around the questions that need answering.
Clients will click on your blog link if they believe it’ll provide genuine value and a means of learning. The title should be punchy, enticing and keyword orientated to attract organic visitors.
But don’t make the mistake of simply creating a click-bait title and failing to add any substance to the topic. Not only does this lead to higher bounce rates, but it can damage brand reputation and your Google ranking too. Search engines like Google and Bing crawl through your content to find valuable answers to questions.
If you can produce rich quality copy, you might be able to achieve position zero for a specific search term – which will significantly boost traffic to your website.
Develop an interview series
One of the best ways to use blogging to promote your business is to interview thought-leaders, influencers and entrepreneurs in your industry. The series of blogs can be shared by these people to their audience and maximise brand awareness.
People love to talk about themselves – especially their success stories. It allows them to profile themselves and get people talking about their interview. It’s a win-win for both you and the appropriate individuals.
Include a call to action
The best blog content will offer value and lightly weave in a call to action at the end. Ideally, you should use this opportunity to promote free downloads (for further information), free competitions or offers.
The aim of each blog should be to make readers want to take action and either share their contact details with you or make a purchase. It may not generate instant leads after posting, but it will give you a steady flow over a longer period.
There’s no arguing with data. Analysing your traffic patterns and most popular pages or blog content is an essential part of development.
Instead of focusing on sporadic topics or something you think is valuable, choose what your audience is already interested in. If you were The Rolling Stones, you wouldn’t leave ‘Gimme Shelter’ or ‘Jumpin’ Jack Flash’ out of your setlist. Play the hits and listen to what your audience wants.
You can do this by looking for common themes and threads. Make a note of the blogs with the most views, best bounce rates and greatest engagement. You can then use this as a starting point to expand on specific topics and create a content strategy plan.
The final effective way of using blogging to promote your business is to expand your reach via guest blogging. While the idea of writing a blog for someone else may feel counterproductive, it can open your business up to a wider audience.
To maximise success, search for business blogs with the highest reach in your industry, choosing carefully what content you publish and the backlinks you include.
If you get this right, guest blogging can generate a substantial amount of traffic and position you as a thought leader and innovator in your industry.
Call in the experts: copywriting and blogging services
Writing compelling blog content isn’t easy. If you’d prefer to leave it to the experts, Eighty3 Creative is here to help.
Over the years, our copywriting services have helped many businesses in the Midlands and UK boost website traffic, generate leads and enhance brand awareness. To find out more about our copywriting and blogging costs, get in touch with us today.
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