I hope this topic resonates with you because what you are reading is all about fear… and how we’re going to kick its tail!
I’m talking about blogging for your business, and what may be standing in your way from a major marketing advantage.
Need I remind you why you should be blogging your business?
- B2C companies that blog get 88% more leads per month than those who don’t.
- B2B companies that blog get 67% more leads per month than those who don’t.*
Want more? Give me a shout and let’s talk about your blog.
So what’s stopping you? Is it FEAR? Both my wife and Oprah say fear really stands for “False Evidence Appearing Real” and more times than not, they’re right. (Eds. note: Please don’t tell them I said that.)
There’s a number one reason you shouldn’t be afraid to blog:
The more you write, the less it stinks!
Start writing! I’ll be the first to admit there’s nothing more daunting than a blank word doc. But, you know what? The more you write the easier it gets, AND the more you write the better it gets.
So, ask yourself what’s REALLY stopping you from getting started? More times than not, your fears are based on unrealistic self-doubt.
You must believe you can write well enough. (You can!) Follow these basic tips:
- Type what you’d say to a customer in conversation
- Be confident your ideas are something people would read
- Don’t place too much emphasis on the outcome – there’s always another post
- Keep it simple, and have a point.
If so, how about 20 more reasons you shouldn’t be afraid to blog:
- Something is better than nothing: The truth is, content can work miracles. It answers questions, shares ideas, motivates people. If you don’t put content on your website, then you’re limiting key conversations with your audience.
- No one knows what you know: You’re the expert… what you have to say carries value whether you know it or not. You obviously have the passion for your business – just put it down into words.
The Scotts website gives easy-to-understand lawn care tips in simple, conversational language.
- SEO - If you’ve spent any time online in a business sense there’s a good chance you’ve heard about SEO, or Search Engine Optimization. Statistics prove that blogs offer a considerable value to the organic reach of your website. The more you write on topics that concern your customers, the higher your website will rank on Google. Blogging confirms relevancy of your business’s website.
- It gives your website life: Having a continually updated online presence shows your customers they’re not looking at a static website. It shows you care enough about the people who are finding you online to give them a fresh welcome.
- You educate customers: Through blogging you can help your customers have better experiences with your products and services whether it’s through purchasing advice, user tips, or customer service answers. Best of all, it’s a 24/7 presence that takes the burden off your staff.
The image below shows a great example. The blog for the shared workspace provider WeWork is a series of posts and case studies for making work more efficient – targeted toward small businesses and startups.
- You can help people: It’s always a win-win situation any time you can teach customers how they can use your business to get the most from their money and time.
- It builds trust: Put it this way, if I’m looking at two websites to buy from and one blogs and addresses me about their products—that is the one I’m choosing.
- You learn from your customers: Blogging makes your website a key point of contact for customer feedback, and gives them a forum to respond to the topics they care about.
- It takes 7 messages to resonate: Are you worried that a blog post has already been written (better?) by someone else? Don’t let it stop you. Keep in mind that repetition is necessary because your message likely hasn’t fully resonated with someone yet.
- You build a knowledge base: Having a bank of articles makes your website a resource for the community, and in doing so it strengthens your brand authority and builds trust with your customers.
See the learning center sample below, B2B Additive Manufacturer ProtoCam introduces a complex topic to a new audience, a great example of a business sharing what they know.
- You create shareable content: If you’re wondering how or why you can use your social media channels—think about sharing teasers to good blog content that drives customers to your website.
- You gain partnerships: Blogging offers you many ways to expand your reach, possibly by trading posts with other businesses or sharing posts another business wrote.
- Start an Ebook: You can group a series of posts together into a downloadable pdf. Guides like this are great content marketing tools for enticing users to give you their email address.
- It’s easy: These days, most blogging tools like Wordpress (shown below) make blogging doable for anyone. Simple write your post in a Word doc or other text program, then copy, paste, and publish.
- Repurposable content: I’m a big believer in not reinventing the wheel. Blogging offers a great resource for reusable content. Each post can be chopped into social media posts, video ideas, and other blog posts.
- It doesn’t take much time: Blogging by no means requires you to write Moby Dick every time. You simply need to find an appropriate length of copy that resonates with your readers.
- You’ll form a hub: There’s an old saying about social media that goes “don’t build your content house on rented land.” What this means is your focus should be creating valuable content on your own website. As opposed to the various social media channels (although they’re good too!), you can control your own website and how your customers see your content. Your blog in-turn becomes a hub for your marketing efforts on Facebook and Twitter and all others that can drive customers back to your home site.
Taco Bell does a great job creating content to feed social media accounts. Content from the post below drew tremendous shares on social media platforms.
- You have lots of expertise: Think of your coworkers and staff as voices for your company. Each one has a unique perspective on your business they can write about.
- Formats rule: Here’s one proven method that makes writing blog posts easier. Begin by creating your headline, 3 subheadings and your main call to action, and then fill in the words in-between. It’s a sure-fire way to write effectively.
- ROI: Statistics show your business is 13-times more likely to generate a positive marketing ROI if you blog.
With all these reasons not to be scared, why not start blogging today? If you need help starting your brand’s blog, please drop me a line.
My next post will feature a blog writer’s checklist. So please keep coming back to the Liquid Blog for more good tips and lessons, and stay tuned for my next post.
About Jeff Doubek
Jeff Doubek is a Digital Content Strategist at Liquid focused on developing and executing content plans as part of the broader UX strategy for website redesigns, and supporting the creation and execution of content strategies for integrated digital marketing campaigns. Jeff is also a lifelong competitive sailboat racer and youth racing coach.