Did you know most consumers would rather learn about your company through content like an informative blog post than through an advertisement? And companies that actively blog on a regular basis typically receive more traffic from search engines? As you can see, blogging for business is an important part of a company’s content marketing strategy as it will help:
- Boost your company’s visibility online through search engine optimization (SEO)
- Position you and your business as a go-to expert in your field
- Give you access to a global audience
- Establish credibility for your potential consumers
- Amplify awareness and recognition of your brand
To help your business succeed with blogging, we have put together this helpful guide, which includes information on creating topics, writing your posts, incorporating SEO best practices and promoting your articles. Let’s dive in!
How To Develop Powerful Business Blogging Topics
If blogging for business is part of your content marketing strategy, you may find it difficult to constantly develop new topics. A strong topic needs to be
created with the reader in mind; make it useful, timely, informative and simple.
The first step to coming up with new blog topics is to brainstorm. Set aside time each quarter, and don’t be afraid to ask a friend or colleague for help if you need some fresh ideas. Also, make sure you keep a notebook handy or a file on your phone for ideas; you never know when inspiration will hit!
Create an editorial calendar to clearly lay out your blog topic ideas and develop regular features, such as a monthly product review or bi-weekly recaps of industry news. By planning a quarter, half-year
or a full year at a time, you can see the overall structure of your content topics. Looking ahead will also allow you to include upcoming events important to your business, industry and community.
Still stuck coming up with topic ideas for your business’s blog? Here are a few additional ways to find inspiration:
- Conduct and review keyword research. Are there any keywords that jump out as topics you w
ould like to cover or teach your audience about?
- Look at your website’s analytics to see which posts have been popular. Come up with a new angle to the same topic or combine a few older posts to create a new one. If you decide to combine older articles, don’t forget to redirect them to the new post so you don’t hurt your SEO efforts.
- Set a Google Alert with industry keywords, then scan the headlines for inspiration; you can also use this to pull several articles together into a roundup type of post.
- Think about problems your readers face and write a post with suggestions for solving those issues.
It also helps to change up the format of your blog posts. For example, in one post you could create a list post, where you feature a bulleted list of helpful ideas or tips for you readers. Then, in the next post you could write a “how-to” or do-it-yourself article that showcases your insight, tips and tricks. You can also interview industry leaders, employees or write a post of curated content – just make sure you credit original sources.
The Anatomy Of A Strong Article When Blogging For Business
Now that you’ve come up with a variety of interesting topics for your business’s blog, it’s time to think about how to make your posts powerful for both your readers as well as search engines.
- Spend time on the title. Since the title is the first thing your audience sees in relation to your post, it’s what hooks them into reading. A helpful tactic to use when writing your title is to save it for last so it forms naturally based on the content you wrote about. As you develop your title, make sure it includes the following elements:
- Catches your readers’ attention
- Clearly explains what the post is about
- Tells your visitors why they should care
- Is short and concise (six-13 words is ideal)
- Includes a keyword for SEO
- Includes numbers, questions and/or strong, active words
Blogging For Business SEO Best Practices
There is more to blogging for business than creating articles your readers will want to read and formatting them in a way that’s easy to digest. You also need to think about SEO (search engine optimization). Here are a few best practices to incorporate in your blogging efforts.
- Consider frequency. For strong SEO, it’s important to be consistent – make sure that your posts go live the same day of the week and time of day. Active blogs engage readers better, which also translates into better search engine rankings. With this in mind, make blogging for your business a priority at least once per week.
- Incorporate keywords. Not sure which keywords to use? WordStream is a useful tool for
conducting quick research. Once you have your keywords, sprinkle them throughout the post in places where it seems natural (at least every 100 words or so). To get the most out of your keywords, make sure you include them in these areas of your post:
- The title
- Subheads/section headers
- Photo captions
- Image file names
- The URL of the post
- The meta-description
- The first sentence
- The last paragraph
- Title: 50-60 characters, or about six-13 words.
- Body of post: The most recent research shows longer blog posts perform better (between 2,000-2,500 words), however, don’t sacrifice your quality just to hit a specific word count. Make sure all the content you include in the post adds value for your reader and is not just space filler.
- Meta description (the short summary that shows up under the title in search results): Try to get as close to 155 words as possible to describe your post. Pro-tip: Adjectives are your friend here if you’re coming up a little short.
- The post’s title should be H1
- Main subheads should use H2
- For the remainder of your article, use H3-H6 to break up your content. Just remember to keep your audience in mind and don’t get too crazy with the different tags – it can distract from your post.
How To Promote Your Posts When Blogging For Business
You’ve written a post with search engines and the reader in mind, now what do you do? The last step in blogging for business is to encourage your audience to read it!
- Share it on all your social media platforms. Customize each update for the followers on that specific site. For example, when you share it on Facebook, make the update more casual than when you share it on LinkedIn. Also, don’t forget to add a few relevant hashtags to make it more visible.
- Use social media advertising to your advantage and pay to promote your post to reach a broader audience. According to Hootsuite, “27% of internet users say they find new products and brands through paid social ads” and “paid social ads are the #4 way people find new products, period. Like, in life, not just online. Social ads are the runner-up after word-of-mouth, TV ads, and search engines, in that order.” It is worth your while to use social media advertising to get your post in front of a new audience.
- Share your post in appropriate discussion groups. Just make sure the group you share the post in is open to self-promotional posts! Some don’t want you to link to your own website.
- Do a simple search on Twitter on your blog post’s topic and see if others are struggling with it. If you can reply, share your post and help them out; you may find that in turn, they share your post and username with their followers.
- Dedicate a portion of your newsletter to your blog posts. Introduce them in a new and interesting way to catch the eye of your readers; don’t forget to include an image, too! If you think your article is perfect for certain customers, send it to them directly with a personal message to make them feel important.
- Syndicate your content using the RSS button on your website. This feature is a great way to automatically update your readers to new articles; it even sends it directly to their social media pages!
As you can see, blogging for business is more than just putting words on paper. When done well it has a profound impact on reaching your goals. With a little time and effort spent optimizing your articles for SEO purposes and promoting them through different avenues, you are sure to build a strong, loyal following eager to learn from and support you in no time at all.