Blogging is something technology has enabled literally anyone on earth to do, but only a small percentage of the internet is doing it well.
A properly maintained blog can be a powerful marketing tool for any small business. A poorly executed blog can be a massive time-drain, and actually hurt your company’s image. Fortunately, the number of poorly done blogs gives you an incredible opportunity to reach your audience if you do it well!
Let’s take a look at 4 things every small business should keep in mind when blogging.
1. Choose a Schedule and Stick with It
It doesn’t matter if you decide to blog once a week, or once a day. Set a realistic number in your head and follow through. It’s OK to be conservative to start!
Factor in your time, budget and resources to come up with a reasonable schedule, then make that schedule the law.
Don’t get hung up on how often your competition is blogging. Just because they’re doing it often, doesn’t mean they’re doing it well. A lot of companies simply love “the sound of their own voice,” so to speak. So they publish frequently, without any thought towards how interested anyone may be in what they’re writing.
That brings us to our next point.
2. Create Content With Actual Value to Get Your Message Heard
Before you write anything, take a look at your topic and ask yourself “Who cares?” If you can’t give a legitimate answer to that, you shouldn’t be writing about this topic.
Maybe your answer is something like, “Our customers care, because ___” or “Anyone who has ever had this problem cares because___.” If that’s the case, go ahead and start writing. If you can’t come up with a single good reason for anyone to care about what you’re about to write, write something else.
Don’t write for the sake of writing. Add some value to the internet. Answer a question, solve a problem, start a conversation or tell a story.
3. Don’t Use Comments as Your Metric of Success
It’s easy to get frustrated and give up on your blog because you aren’t getting comments. Then, later that week you get an offer to do a guest post for someone because they say they love your blog. But they never commented on your blog. How is this possible? Because the number of comments on your blog is not indicative of its reach or its success.
It’s important to keep blogging, even when your comment numbers are low. Show up for yourself and your business, even if nobody comments. Don’t get discouraged. You never know who’s reading.
Keep to your schedule, keep creating good content, and keep working on your voice. Eventually, good things will happen.
4. Mix Up the Different Types of Blogs You Create
To get your message heard, you need a variety of different approaches. You can actually attack the same topic 4 or 5 different ways, using different types of blogs. As an example, let’s say you’re an injury lawyer, who deals with mainly slip and fall cases.
Here are 4 different types of blogs you could write.
Create a List of 5 or so common problems, trends, solutions or FAQs
“The 5 Most Common Places People Slip and Fall”
Make yourself a valuable resource by explaining something. Of course, it always helps if this is something complicated and you’re helpfully showing someone why they need you.
“How to Protect Your Rights if You Slip and Fall”
Also called “Newsjacking.” Offer your take on something from your industry that recently made local or national news.
“A recent slip-and-fall case resulted in a huge award. Are you protecting yourself as well?”
Explore a few myths (or one big one) from your industry. Establish yourself as an expert by showing that you know the real truth.
“3 Myths about Slip and Fall Laws in Ohio”
When you can write about the same topic in different ways, you not only give yourself more to blog about, you also add more value to your audience! It’s a definitely win-win.
When you use these techniques, you’ll be much more likely to have your company message heard through your blog. You’ll have a consistent posting schedule, valuable content, a variety of approaches, and the patience to wait until the great results start rolling in.
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