Blogs are nearly as old as the web itself, and there are literally millions of them online. From travelling folk who want to share their holiday stories, food fans writing about their latest recipes, right up to the corporate behemoths who commission ‘blogger outreach’ programmes as part of their marketing strategy, blogs have become a cornerstone of content consumption on the internet.
If you want to get your message across, there are very few ways that are as effective as a blog. Here are our top three reasons why…
1. They give an honest insight into your company
You might have an amazing About page or a carefully crafted mission statement, but nothing gives a better insight into your company than an honest and open blog. You might think that nobody would care about the day-to-day goings on in your company, but if a potential customer or client wants a real insight into what you do, or more importantly what you think, your blog is the first place they will look.
2. It gives you something tangible to hook onto on social media
It’s easy to think of social media as an alternative to blogging, but actually the two work hand in hand. For social media to really benefit your business, it’s not just about how many followers you build up – you need to give them a reason to want to find out more about your company, and blogs are an excellent way to do that. Your blog gives you something fresh and tangible to post out, and if it’s interesting enough, other people will share your articles and do that hard work for you.
3. They give your SEO rankings a shot in the arm
There are various criteria that search engines use to rank a website – how regular it’s content is updated is one of the most important. Blogs are a great way of ensuring your website is seen as being active. For example, you might have two competing companies who are looking to achieve high rankings. The first company updates their blog regularly, whereas the second one doesn’t, and hasn’t touched their website for quite a while. Other factors aside, Google would probably rank the first company higher, as there would be more chance that it is still trading, whereas it would probably rank the second company lower as it could have gone out of business.
So how often should you write a blog, and what should you write about?
There are no real ‘hard and fast’ rules. Once a week is great. If you can manage more, even better. Once a month is probably just about okay, but any less and you’re not going to have the depth of content or regularity to build up a good following. Studies have shown that there is a direct correlation between the frequency that you post and the traffic that your blog generates. More posts equals more traffic, but it’s important that you decide on a realistic schedule and stick to it. If you’re not a great writer or your tight for time, then commissioning a good copywriter could be a good solution.
In terms of content, this could be anything from recent project launches, your opinions on the latest industry shake ups, to photos of the last staff party. If search rankings are important, then the advice we always give to our clients is: try and write blog posts that answer the kinds of questions that your customers or clients would be searching for. So if you’re a builder who specialises in loft conversions, your customers might be searching for “Will a loft conversion add value to my property”. If you then wrote a post titled “Why loft conversions can add value to your property”, there’s a much higher chance that potential customers will find you online.
Above all else, keep it relevant, keep it honest, and have fun with it!