If you haven’t started blogging, you need to. Blog Content is vitally important, not just for search engine optimization, but for building authority and trust.
Blog Content is vitally important to your website, not just for search engine optimization, but for building authority and trust with your audience. Here’s how to write blog content that accomplishes all these goals.
Think about it… without a regularly updated blog where readers can come back and consume more information, would you really update your website?
Chances are that most business sites that don’t have a blog were just set up and forgotten about, more or less. I’ve see a lot of sites that have never changed.
Most of these site owners are wondering why they’re not getting traffic or leads.
Blog content builds your brand, trust, authority and is great for SEO… if done correctly.
Having a blog can give people more information, tell them how to use a product, let them know what’s going on with the company, tout promotions or discounts, and can even be used as a personal message from the founder/CEO, as Brian & Rachel Goulet of GouletPens.com (https://blog.gouletpens.com/) do. Sometimes it can be a combination of all of the above.
A blog can also help with getting the word out.
If there’s really good information that people want to know, and are compelled to share on social media and their own sites, it helps your site with potential increases in traffic, and better placement in search engines.
How To Start A Blog On Your Website
This blog post isn’t about how to start a blog from scratch.
This post is about how to begin blogging if you already have a site in place and you’re looking to:
- Build Trust with your new and existing clients
- Gain new potential leads or sales
- Build your brand
- Establish Authority in your industry
- Do better in SEO and search engine rankings
Blogs are for Humans, Not Search Engines
Ok, well, part of blogging is for search engine rankings and SEO, but really, a blog purpose is for human consumption. Keep in mind that you should be writing your blog with a real human on the other end that’s reading the post. As such, you might need to ask yourself about the things that your audience will want to read about.
From a search engine standpoint, when you write a blog post that is packed with great information that your readers really want to know about, then they’ll tend to stay on your site and read the content. Search engines look to see how long people stay on a page, if they scroll down, and what are the next few actions they will take after they’re done.
With high quality posts, it’s very likely that readers will be interested to see what else you have to offer, and either read other blog posts, or go to your products or services to see what you offer.
Don’t Blog For Self Serving Purposes
One of the biggest mistakes that companies make when starting a blog is that they tend to pitch products and services on the blog. What they’re good at, what they’re offering and why you should buy from them.
People, including you and me, look for things on the internet that interest us, we could care less about some company that is just writing about a new product they just rolled out.
We as human beings want to know what’s in it for us.
Some common questions you should ask when writing a new blog post are:
- How will the reader benefit from this blog post?
- What do they gain from it?
- Does it solve a pressing problem, answer a burning question or entertain them?
Chances are that most businesses won’t ask these questions. They’re going to be too concerned with seeing a profit, increase in traffic and conversion rates jumping. They’re going to be disheartened very quickly too.
Keep in mind that blogging is not a self serving endeavour. Your readers are the ones that should benefit, and if they do, then you will begin to build loyalty and brand trust.
Where Should A Blog Go On Your Business Site?
If you’re ready to commit to starting a blog, one of the best places a blog can go is into your menu at the top of the page. People often look for a blog section here, and on most websites it makes sense.
If your top menu is already full, you can also put it in the links at the footer of the page, and even in the sidebar, but these places aren’t as good as the top menu. You want to make the blog visible so people who are browsing can find it easily.
Also, from a SEO standpoint, if the blog is in the top menu, it gives the blog more importance. Blogs are often the most updated sections of business sites, and you want Google to see that you’re making regular updates to your website.
Where To Begin? Your First Blog Post
The first blog post is usually one of the hardest. You’re staring at a “blank page” and aren’t really sure where to begin.
There are three methods I like to use when it comes to the first blog post on any site:
- Hey, We’re Blogging Post
- The “Expectations” post
- “Who We Are” post
Let me go into these.
Hey, We’re Blogging Post
This is just a general announcement that you’ve started a blog. It’s great because it’s sharable over social media and it can create a bit of a buzz about something new going on with your business.
Be careful with this kind of post because you will want to follow the announcement up with a regular series of blog posts. All too often, you’ll see an announcement kind of like this, but two or three posts in, the business quits blogging.
This leaves a bad taste as your readers will probably feel that you just lied to them, you’re a quitter and that your business is rather shady.
Bottom line is if you’re going to do this kind of post, make sure you have a bunch of posts written that you can maintain a schedule so people learn that you’re not just trying something out.
The Expectations Post
This is kind of hard to explain. Your job here is to basically show your audience that your business lives up to the expectations of your readers. In this post, you’re going to make promises of what they’re going to get if they come back and read in the future, the kind of quality your posts will contain, and what’s in it for them.
The point is that you want your readers to feel like their getting something special, like inside knowledge, secrets, etc. if they continue reading in the future
Who We Are Post
You probably already have an “about us” page. This isn’t that. This is a personal message from you to your audience from a professional in your fireld (you). It tells the story of your struggles, problems and questions in building your business and where you plan to go with it in the future.
The who we are post could also have stories from people that wouldn’t usually be seen on the website, like a stock worker, someone in accounting, even an intern. It’s a way to show your audience that your company isn’t a machine, but real people working to make it all happen.