Blogs can be used to boost a business’ presence on the Internet, if you follow these guidelines.
A blog is one of the most widely used tools to position your brand online, as well as showcase your skills and experience into giving your potential customers what they are looking for. There are some guidelines that can give your blog an edge at achieving those objectives.
- Define your topic and style of articles. The topic should be directly related to your company’s activities and products, of course. And the type of articles can give your potential customers tips or advice on related topic, as well as interesting information in general. Don’t write too many articles about your company itself, instead build content for an audience that doesn’t know your company yet but knows that they can buy what you sell.
- Use SEO and keywords wisely. Every blog article should contain a set of related keywords. Find out what keywords are your potential customers using to look for stuff on Google and use them. If you do this, your website will appear higher in Google search rankings after some time, resulting in more people knowing about your business.
- Write often and write well. Search engines favor websites and blogs that post new content in a frequent, regular basis (this also applies to YouTube channel, social media accounts, and other online channels). Avoid spelling and grammatical errors and plan your posts in advance so writing new content won’t take too long. An article with 300 to 500 words should be enough for most websites.
- Use images and videos. A blog doesn’t have to be just text. Infographics, embedded videos and high quality photos will draw more attention than plain text, and will also help retaining visitors, since they know that your content is easier to assimilate. Plus, they can also be used on social media, drawing even more visitors to your website.
- Interact with your audience. Keep the comments section open, and do your best to respond to any questions and doubts posted there. Also keep an eye on constructive or well sourced criticism and respond to it in a civil manner.
- Use your offline experiences as well. If you have a special case in your business that other people may be facing, write about it. Also talk to your employees and partners, and ask them what do they think that your audience should know based on their work experience, then write about it too.
- Measure your blog performance. Use tools such as Google Analytics to track your article’s performance. After a few months of organic writing, you should be seeing some results. But if not, don’t despair. Also find out what’s popular in your blog and write more of it, while discarding what doesn’t work.