Some businesses – whether due to being time-poor or having a small budget, don’t keep their blog up to date. It’s our perspective that a blog is one of the most important aspects of a marketing plan. Keeping your blog regularly updated with optimised content that is useful and relevant to your market has a number of benefits to a business, such as:
· Creating a content library that you can utilise for social media, emails, newsletters and other activities
Wondering where to start with your marketing activities? Start with blogging. Once you have developed a comprehensive library of long form content, you can ‘slice and dice’ the content for social media activities, emails and a whole range of marketing activities. Essentially this means that your content is working harder, doing ‘double duty’ in your other channels.
· Driving leads to your website
When you promote your own blog content through your marketing channels (as opposed to curated content written by others), you are driving traffic direct to your website. We recommend choosing a purpose with each blog and featuring some of the pages of your website that have data collection forms as hyperlinks. You’ll find that you will increase your subscribers and begin lead nurturing earlier.
· Educating and informing prospects
Quote often, prospects will visit your website to gain a greater understanding about your business without having an intention to contact you straight away. They want to gain a better understanding of your business – including what you can offer them and any products or services you may offer. Your blog gives them a solid understanding of the value you can offer, what is important to you, your culture and how you work with your clients.
· Improving your SEO and keyword ranking
You don’t have to be an SEO expert to compose SEO optimised blogs. By understanding which keyword phrases are going to bring in the right traffic to your website, your job is halfway done. We recommend using Google Trends or Google Suggest to find keyword phrases to include in your posts. We also suggest using an SEO plug in such as Yoast, which will provide prompts and suggestions to improve your SEO ranking as you write.
If you would like some support with your company’s blog, speak to the team at My Marketing Coach.