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Creating and writing blogs for some people can seem like a chore and hard work, with difficulty to see what their point is. Yet blogs form both a central part of content marketing – which is key to SEO with google and social media, but also customer relationships.

Creating a blog means you are giving something, rather than asking for something. This can make a huge difference in people’s expectation of your business.

Good blogs, and promotion of the blogs can also build up trust in your business. By showcasing your expertise and knowledge through advice and tips, then trust will be generated more easily.

Content and blogs lasts a lot longer than paid for advertising, which is only live as long as you pay. Content can be found and referred to months after it was written.

Blogs are cost-effective in regards to the fact that it just takes time. For small business especially, this is easier said than done as other commitments generally get in the way. So there is the potential to outsource the content writing to an expert. There will be a cost for this, but then it can be considered to be an investment for the future of your business.

The organic long-term value of blogs and content can be more impactful than spending hundreds on lead generation. But it is not a quick fix for leads – you will have to spend money for this.

Planning

• Get a blog or content plan in place for each month.

• Start off with one topic a month, research it, provide your opinion and make sure its gives interest, Plus make sure you proof read it – too many mistakes will put people off!

• Decide how you are going to share your blog – so via social media, or your email base for example.

• Plan to write about a range of subjects – so for example industry news that impacts your sector. Or new products you are launching and why, or advice on the benefits of a product. Think outside the box, come from different angles.

• Use a guest supplier or partner to provide blogs – so if you work with someone in your sector ask them for a blog on something they do that’s related – for example I have been asked by a Women in Business site to provide a blog about creating a Marketing Strategy. Relevant to their audience, and exposure (and links) for my site and business.
•  Look at leaders in your sector, what do they do? How can you create messages for your products and services that will give value to the reader?
•    Be consistent – try to stick to a regular release of blogs. It shows you are keeping up to date with things.

Forming relationships

Blogs help give insight into you and your business. If you are a small business and you are writing your blogs, then your personality will come through, from the tone of voice you are using though to the opinions and thoughts given.

Larger business can sometimes struggle with this, as the tone can be more formal, and there can be less passion about a topic. Strong brand guidelines are required in this situation.

From your tone and informative style, people will start to create a relationship with you.

Blogging isn’t just about reaching your customers, it’s also connecting with your peers, with industry publications and news channels and finding possible partnerships in your sector.

Consistency

Be consistent so people can start to expect to see something from you.

If you give out hints and tips regularly about beauty for example, then ensure you meet expectations to keep this going.

Google will also review (or crawl) your site on a regular basis, and finding new and relevant content will help you feature more prominently in rankings.

The customers view

For most topics, then looking at it from the customer’s point of view is key. What interests them, what can help them, what should they consider or understand.

You are the expert on your business with lots of knowledge for your sector, but don’t assume everyone else knows the same. They would like to learn more, hear more and be given tips that can help them in various ways. Of course, don’t speak down to people either, make sure you are being helpful and not condescending.

Customers are looking for ways in which to get the most out of your products or services, so make it easy for them, and create custom content that gives them solutions, advice and guidance.

Blog your truth

Ultimately be honest in your blogging. If you are creating your own blogs, then write something you know is about adding value rather than just promoting your business.

Show integrity and show your passion for your subject.

If you have someone else creating blogs for you, then simply make sure that when you approve them they give clarity and the message that you wish to put across and still portray value and enthusiasm. A good content writer should be able to write content in the tone of voice that reflects your brand, and have good awareness of the type of message your audience wish to be seeing.

Business Growth

Blogs can help you with each of the below:

• Brand awareness
• Lead generation
• Engagement
• Sales
• Lead nurturing
• Customer retention
• Customer referrals
• Cross sell / Up sell

It’s not just about using blogs as a tool to acquire new customers. It’s about keeping them on board with you for the long-term. Blogs can feature in activity for all of the above, you just need to plan in where and how to communicate your blogs effectively according to where your customers are in their life-cycle with you.

Videos and vlogging

Blogs and your plans for content can also lead to looking at how you can create videos to talk about a subject. For example, you may want to plan in a series of topics with short 1 min videos to promote the content and your business, giving tips and advice.

These should be planned in carefully and not be ‘off the cuff’. The videos represent your brand and business so they need to be concise, clear and to the point. But you don’t necessarily need to invest in lots of high-tech equipment, possible a camera stand and a good light. The key element is what you are talking about and how succinct you are.

Part of the mix

Of course you shouldn’t put all your eggs in one basket and just focus on blogs. They need to be part of your marketing mix, and you need to use a range of channels that are suitable for your target market. But blogs should be in your mix to utilise in different ways. Plus you can refer back to them later on, and reutilise the content you have.

The buying process

Buying behaviours and the customer journey is very different now. A lot of people look at what other customers say, and what their experience was before they purchase, especially for more niche products and services.

Plus you likely have 20 competitors directly behind you who can also offer the same, so you need a point of difference, and your knowledge, your point of view, your guidance and insight can make a difference.

Still not sure where to start, or just don't have the time? Just email Emma at emma@hellomarketingconsultancy.co.uk for cost-effective support.