Take a look around you whenever you are waiting somewhere—in line at the post office, in the waiting room of a doctor’s office, or even waiting for a carry out order to be ready at a restaurant. Most likely, if there are others waiting too, you will see many of those people pulling out their smartphones and scrolling through them.
Maybe they are checking their Facebook messages, maybe they are oogling over pictures on their Instagram feed, or maybe they are reading an online article about how to clean a leather couch.
The internet is at our fingertips constantly—it is no longer only available to us when sitting at a desk with a desktop computer. People have unlimited access to content via the internet and are often using any spare second they have to ingest it.
Whether or not you agree with this 21st century practice, it is time for your business to benefit from it and find its own little (or big) slice of the internet. It is time for you to get on the blogging train.
What is a blog?
Blog is short for weblog, and it is a type of website that is updated frequently with new posts. Readers can also click through the archives to see past posts that may be relevant to them. For businesses, blogs can be linked to the website and easily accessed via the home page.
The idea behind a business blog is that a business provides valuable content to readers and they in turn learn to trust the business and see them as knowledgeable, which can lead to lead conversions. Blog posts are not lengthy product descriptions or long winded sales pitches. Blog posts should provide answers to readers’ questions and solutions to readers’ problems. This is content marketing at its core. As Josh Steimle for Forbes describes, “people want to consume it, rather than avoiding it”.
So, what’s stopping you? Probably some of these blogging myths:
Common blogging myths to ignore
Blogs are only for moms, fitness enthusiasts, or tech companies
I was recently approached by a business owner who had some questions about blogs for businesses. This particular person owns a small business that specializes in making spits for lamb and pig roasts. Not exactly what you think of when you think of a typical blogger. However, is he an expert in his field? Yes. Can he provide valuable content? Yes. The internet has room for everyone, and you may be surprised by how many people want to hear what you have to say. Every business is the right kind of business to have a blog.
You may not think of an accounting firm as a business with a blog….but here we are!
You need to know a lot about websites in order to write a blog
How many of just breathed a huge sigh of relief? Does it hurt to know about websites and coding? Of course not. But is it necessary prerequisite for creating a successful blog? Absolutely not.
Blog platforms such as WordPress and HubSpot are very user friendly and make it incredibly easy to have a blog that is well organized and looks inviting. If your business already has a marketing team or outside marketing company that works on the website, they can probably help you with this as well.
Blogging is a one-way street
Blogging may seem like something that you do without any feedback. You put information out into the universe to just float around. However, that’s not the case.
Becoming a blogging business means that you are becoming part of the internet conversation. People will comment on your blogs and you should respond. Well known entrepreneur Neil Patel shares the advice, “You also have to encourage people to comment. That’s why I end every post I write with a question….”
People will hopefully share your blog on social media. Remember how we talked about everyone scrolling their phones at the doctor’s office? They could be reading one of your blog posts and then sharing it with one of their friends on Facebook. You should toot your own horn too and share your blog posts on your own social media accounts.
Use external links in your blogs as well. It increases your SEO rating and helps build relationships. Hopefully, people will in turn start linking to you and bring new readers to your site.
Blogging can be done really quickly
Well, this is kind of a myth. Blogging is like anything else, you can do it really quickly, just like you could do that book report really quickly in elementary school. But that doesn’t necessarily mean you are doing it well. The key to blogging being an important part of your content marketing strategy is by making the content valuable. You reap what you sow. Churn out a bunch of poorly written fluff? It will be hard to develop a following of readers or be seen as an expert.
My business isn’t unique enough to have a blog
Content marketing expert Jason DeMers states, “The way I see it, there’s an infinite number of niches and topics that you could cover.”
It doesn’t matter if you own a travel agency and there’s another travel agency that has a blog. It doesn’t matter if you are a B2B company that offers scheduling software and somebody else does the same thing. You can still find a unique niche. That unique niche may be geographical, or the businesses might differ slightly, or perhaps you target different buyers. Find your unique niche.
Use businesses with the same blogs to help you as well. Take a look at topics they have covered. Can you provide a unique spin on it? Is there a way you could make it better?
So, there you have it. Now that we have put these blogging myths to rest, no more excuses about not starting a blog. Put it on the top of your to-do list today.
Contact Lucid Advisory and Finance for more business advice.