The benefits of having blogs on your business website are numerous.
From engaging with customers and strengthening your brand and reputation to establishing your business as a go-to place for the best information, blogging is a necessary marketing strategy.
Write with a Distinct Voice
Great content and topics only get you so far in business blogging. How you write this great content raises your blog to an entirely different level.
The voice of the blog needs to match your customers (readers), company identity and the writer's unique blogging style.
A great example of blogging is from the Harvard Business Review. You'd think with them "being Harvard and all," their staff writers and guest bloggers type with a stiff upper lip, in a condescending tone while wearing tweed jackets.
Nope! Each writer blogs in their own, relatable voice that sticks true to HBR's mission and never coming off as boring or dry.
Simply, regularly blogging means that you've got more content. More content means that you're more searchable, and people will be able to find you more easily.
If you gain new readers, they'll be able to go through your archives and catch up on your blogging threads.
Plus, by blogging regularly, you'll never run out of content for your email marketing campaigns and you'll keep your website fresh!
It also is a great way to encourage people to sign up for your email lists – if they're hooked on you, then they'll want to be the first to know about your brand new post. A win-win, all around.
Interact with Readers
It's every blogger's responsibility to field questions and comments from readers. For a business blog, these readers are or may become your customers. Consider your interaction with your readers as customer service on hyperdrive.
You're connecting directly with them, reading what they have to say about what you wrote and learning more about what they're interested in.
Great bloggers always respectfully respond to comments because they recognize that they're not standing on a soapbox, shouting from a bullhorn. Blogging isn't a direct form of communication, as Facebook or Twitter is, but it's still incredibly valuable.
Hey, you'll probably get some great blog ideas from the comment chatter.
Publicize Your Blog
The regular visitors of your site may already know about your blog, but what about the billions of others out there?
How do they know that you have an awesome blog, with great content and information?
Search engines only get you so far and, frankly, it's a passive form of advertisement.
To get a following, you need to get out there and find them.
Upload your new blogs to your Facebook and Twitter pages, include snippets in your marketing emails and advertise your fresh blogs on your website's main page.
Give your blog every opportunity to be read by as many people as possible
Miss Part 1? Take a look at Business Blogging Best Practices Part 1.