In today’s world, an online presence may be one of the most important tools for business owners who want to increase their brand awareness. In addition to banner ads and emails, a small business blog is a valuable marketing tool. In fact, a study by Social Media Examiner found that 45% of marketers use blogging as their main content marketing strategy.
A blog lets businesses of all sizes communicate with their current and potential clients. Rather than posting an advertisement (which usually costs more), blogging allows your business to foster an online brand that provides your audience with a sense of your company’s values and voice. It enables businesses to add a human touch to their offerings and engage in conversations that are relevant to their audience.
How to Start Your Business Blog
It’s easy to see how having a blog could benefit your business, but launching one can seem like a daunting undertaking. Here are three steps to help you get started:
1. Choose a Writer
First, ask yourself who will write your blog. If you’re an authority in your field and want to lend the blog credibility, consider writing your own posts. If you don’t have time to write, you could consider a ghost writer, who can produce content under your name.
An existing employee with a passion for writing is another a great choice, as they already know your business, market and philosophy. If no employees are interested, look for an experienced freelance writer who knows your industry and is available to write as many posts per week as your content strategy dictates.
2. Decide Where and When to Post
Your blog should be built into your business’s website in a dedicated section. If you want blog content to be the first thing a user sees, you can include a feed of recent posts on your homepage. If you own a business that sells services or specialized knowledge (such as accounting, law or PR), displaying a blog on your homepage that showcases your knowledge and expertise is a great strategy. Platforms like WordPress and GoDaddy offer website templates that include blogging components and require few steps to get started. If your website was professionally designed by a developer, work with them to add a blogging component that you can access and work in with ease. Whether you post once a week, twice a week or daily, keep a consistent schedule and remember to promote your posts on social media channels. By consistently producing valuable and shareable content, you’ll increase website traffic and engage potential customers.
3. Decide What to Write About
Your content marketing strategy should include timely topics that are relevant to your audience and the story of your company. You can write about new products, industry trends, technological advances and how current events may impact your customers and market. If your business offers specialized knowledge, make sure your writers can speak to the topics you choose with authority.
As a business owner, starting a blog is one of the most effective ways to expand your brand awareness and online presence. The benefits are exponential, the cost is low and the content can showcase your company’s expertise and position you as a thought leader in your field.
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