The Idea

Ever heard the phrase “content is king”? That’s because blog posts drive revenue in the millions of dollars for big businesses. They can provide useful information to your customers, improving their experience with your company and knowledge of their project. Blogs can also improve your page-rank/position on search engines such as Google. By posting relevant information, you can ensure your business keeps up with recent trends and answer customer’s questions and concerns right from your website. It also improves your writing skills and ability to identify with your clients.

The catch

All in all, blogs are very good for business. So what’s the catch? Well it takes many hours, often days to write a good post. For most business owners this is simply time they can’t (and shouldn’t afford). But if planned well, with the right budget – it’s a great thing to do. Oh, and it is a long-term strategy. If your main concern is getting the next customer, tomorrow, this is not the right place to put time or money – run an ad instead.

Keywords

Keyword research is very important. Backlinks and social traffic take a while to get so it’s worth doing the work upfront. In most cases it’s better to do one, well-researched long-form (3000 words+) article with very useful information, images and examples than 10 small 300-word ones. If the article is trying to bring in purchase-ready customers, a common strategy is to run ads for the keywords before-hand to figure out the conversion-rate from people that click them.

Don’t Write Fluff

The time, effort and lack of short-term results means most businesses either don’t post at all or post fluffy, meaningless content.  This is an opportunity  and there are options if you don’t have time to post yourself:

  1. Get an employee to post
  2. Hire a copywriter to post

Share Everywhere

Once you’ve written the post, you should share it with bloggers, friends, family, other businesses, social media, you name it! You need high-quality, non-spammy links – so be careful here. If your content is useful enough it should be easier to get people that want to share it.

Tips

Everyone has a different writing style but there are a few key rules you can follow to write posts like a professional

  1. Be patient, it takes an average of 1 year to start ranking on Google for new articles
  2. Be consistent, even if it’s once a month
  3. Use local content and keywords if your business has a location
  4. If you use a technical term, explain it in simple terms
  5. Avoid complex terms where possible
  6. Keep sentences and paragraphs short and to the point
  7. Each paragraph should be about a single topic, don’t pack too much in
  8. Use lists and bullet points where appropriate
  9. Let your personality show through, avoid sounding like a textbook
  10. Jot down ideas throughout the day when you think of something to write about
  11. Get someone to edit your post for grammar, spelling, and quality

Metrics

  • Ease: Tough
  • Cost: Free
  • Scope: Medium
  • Speed: Slow
  • Reach: Global