Content for business blogs.
There is little doubt that blogs are good for businesses trying to establish themselves online. For a start Google loves them. The steady stream of new content is exactly what their bots are looking for. The knowledge and authority that a company can impart through their blog encourages the customer to trust them and the keyword relevance that can be built into them helps natural search and relevance. However, sooner or later, we all get stuck for a topic for discussion. With the emphasis on remarkable content to engage our readers, it is too easy to put off blogging if there is nothing instatntly to mind to write about. Then inertia can kick in. We are always told that content is king, but where does it all come from? If you are a business and it is your blog, then it can only come from you. Here are some tips for content for your business blog….
1) Answer those regularly asked questions. FAQs are a great place to start. After all, you know that there are people out there who want the answers. If you don’t deal directly with your customers make sure that your front line staff tell you the queries they have to answer.
2) There is nothing wrong with spending some time on the buying cycle. Perhaps you can ask some regular clients about the processes they go through when ordering, or you can extrapolate from your own buying experiences. Presumably these processes will be different if you are a large company or a sole trader. This could be a good opportunity to remind your different customer segments of specific deals or arrangements.
3) What is happening in your industry? Is there any legislation on the horizon which could effect it? Is technology making parts of it easier or harder? Without beginning with the turn off words ” In my day…” you can explain how the industry has changed and what you as suppliers can now offer and will be able to offer in the future.
4) Your blog is on a website. Use Keyword tools or Google adwords to look for inspiration. Put in your own keywords and see what the searches come up with. There may be an angle you haven’t considered before. Use google alert on some of your keywords to see the type of stories that come up.
5) When people read a blog, they want it to be relevant to them. Case Studies are a great way to engage with your readers. It encourages them to empathise with customers who you have helped. Describe how you solved their problems and how happy the client was with the outcome. If possible get some direct quotes from your happy customer.
6) Are there seasonal issues in your industry? Obviously if you make chocolate eggs or fireworks, you know when the spikes are going to come, but seasonal changes can effect all sorts of industries. If you produce van livery, won’t your customers be interested in how the salt on the winter roads might effect their paintwork? Or bright summer sunshine? If you are a plummer, get your advice out first about frozen pipes. There may be opportunities to extend your range of services by selling some specialist products or services that solve these tangential problems.
7) Get people to comment. Nobody likes to be the first person to comment. Yet comments are an excellent way of judging if your blogs are reaching the right people and have the right tone. Once people start to comment on your blogs, all sorts of opinions crop up and these are a good source of ideas. Don’t be afraid of encouraging your colleagues or friendly customers to comment on your blogs. If it is subject you know they are passionate about or have an expertise on, point the article out to them and invite them to comment.
8) Guest blogs can be really useful for a business blog. Try to find either an industry expert or a politician who can offer some authority on a subject. If you don’t ask you won’t get. You will be surprised how willing people are to write for you.