Blogging for business can be difficult and many entrepreneurs aren’t sure what to blog about and if they should blog. I’m here to tell you blogging is an amazing asset to a business. It amazes me when people all over the world contact me or comment on my blog about a specific article. In many ways, it becomes a free marketing tool and you’re providing value with quality articles.
First of all, marketing a business is hard work. Having a blog on your business website actually eases the pressure of marketing and services or products become instantly relatable. Seriously, if you’re having trouble finding out what to blog for your business, you’ve got to take a look at your products or services that you offer. That’s where all the blog content lies. All the content is in your lap and ready to get organized into bite size pieces for customers to devour.
When I started blogging, I had no clue what to write about but after time it got easier and you’ll find a pace that suits you. You don’t have to go off the “leading blogger’s” schedule of articles, you just need consistency. I know you probably hear that a lot especially in the branding area but it absolutely works. You can’t push articles out that you aren’t confident about and you want to establish authority in your niche.
Let’s talk about some key ways to make blogging for business successful!
Blogging for Business with Evergreen Content
Evergreen content is content that never expires and always stays relevant. Let’s review what types of articles are not evergreen, some times it’s easier to go through things backwards.
If you’re writing about Facebook algorithms, that’s definitely not evergreen because you may realize Facebook changes continuously, therefore you’d have to update that content quite a bit. It may not be worth the time to constantly update an article to stay relevant with the times. Evergreen content will help you save time in the long run because you don’t have to worry if the content gets outdated and needs changing. Another piece that’s not evergreen content is holiday or theme related, for example, a business has Christmas decorations and you wouldn’t want to share that article throughout the year because it’s seasonal. You’d want to wait when Christmas was around to share it and if there are no dates or deadlines within the article. Those are a couple of examples of non-evergreen content, so what are some examples of evergreen content?
Michael Hyatt creates SO many wonderful articles that are about leadership, blogging, and online influence (all of these areas are around us all the time in our lives). It really is amazing how many articles he has that are evergreen. He calls blogging a leadership tool and I absolutely agree.
Take a look at some of his evergreen blog post headlines:
All of these headlines give you an idea of how the articles can provide value regarding work, confidence, leadership, and personal development. All of those categories are evergreen because they never get out of style. The categories are what many people primarily have trouble with. Of course, that’s the main idea when writing a blog post, creating content that will help your audience with helpful and actionable tips.
Another example is HubSpot, they create wonderful marketing articles and most of which are evergreen because marketing isn’t going anywhere. It’s part of business and you have to have marketing skills. HubSpot has many great evergreen articles, take a look at the headlines below:
Again with these headlines, you can see there are all about content that can help people for years to come. This is evergreen content. It allows readers to come back multiple times and you become a valuable resource. Michael Hyatt and HubSpot are two of my favorites resources.
Blogging for Business with Quotes, Testimonials, and Case Studies
People love to see great articles with statistics, testimonials, quotes, and case studies. You’re looking at a scientific and emotional perspective with this type of article. This also establishes you as an authority with your business. Being able to collect data and provide the results will help others see what type of business you have and most importantly if they’d want to do business with you.
A client recently asked how they can use quotes or testimonials on her blog, this is probably the easiest way to market your business on your blog. Rather than have a testimonials page, write an impactful post about your services. Highlight what you’re doing to bring value to your clients and add the quote or testimonials of your clients within the article.
For example, you have a complimentary service and a client sent you an email letting you know how brilliant you were on the complimentary call. This call had a huge impact on their business even though they didn’t pay a cent, they found actionable tips to improve their business because of you. Here are a few ideas with the example given, work that up into a blog post:
- Why Complimentary Services Can Highlight A Business’ Strengths?
- The Free 30-Minute Strategy Call That Can Change Your Business
- Strengthen Your Services With Complimentary Services
The testimonials or quotes that you’d like to post within the article would then be segued or streamlined into the article like a good storytelling. When you bust out testimonials, you really want to make it seamless and not just list the quotes. Really take the time to write a personal story into it and it will become easy to segue into the quotes, testimonials, and case studies.
Another important factor in blogging for business is to display your case studies in a visual manner. Infographics and charts are an awesome way to show off the case studies along with an explanation of the research and results.
Blogging for Business by Contributing to Other Sites
Contributing to other sites or guest posting is a wonderful way to get eyes to your business. When you guest post, be sure the company is in line with your niche and/or target market. When you contribute in your niche, people in your industry will find you in many areas on the web basically bringing more eyes to your site and social media profiles. This also establishes authority. Kissmetrics has an excellent post, which is appropriately called The Ultimate Guide to Guest Blogging.
The wonderful part of guest blogging is that you get to share your thoughts, experiences, and value to another set of people that might never see you in the first place. When you guest post you get to include your author bio where you can describe who you help, link your website, and social media platforms so readers will then get to see your site and follow you if they like your guest post. It’s actually quite fun to meet new readers this way.
Adding a special page just for the readers of the guest post is a great way to invite them to subscribe to your list. You can offer a special freebie with the opt-in and create a specific note to the readers to thank them. Take a look at Ramit Sethi’s subscribe page for a few ideas to get started on your own thank you page.
Blogging for Business with Visual Content
As I mentioned previously, the information you provide in your guest post can be shown in an infographic or chart so readers can scan the image and remember the info quickly.
Did you know?
This is why I’m a huge advocate of blog title images! Not only blog title images but other images within the blog post that are relevant to the subject are extremely important. You can learn more about blog title images for your brand here. Depending on which social media platform you’re on, the size will matter. For example, my blog post title image is vertical which is great for Pinterest as I have a lot of traffic coming from that platform. If your target market is on Facebook most often, then using a horizontal image would be best.
You can use images to give a call to action, just like you see so many sales pages with people pointing at the form to fill in your email information or they may use their eyes to point in the direction they would like for you to go. It’s the same principle, showing you what to do next and it works. Take a look at the examples below:
Now you have a few examples of how to use images to get readers clicking on your free gift or freebie opt in (and yes you should have a free gift for your readers!). Other ways to use visual content is the simple use of arrows or buttons that state Get it Now! or Pin it!. Case in point where I talk about using a branded Pin It button for your blog, you can check out the tutorial here. In many blogs, you’ll see the social share buttons with the call to action “Sharing is Caring” with an arrow or they’ll have a CTA in the conclusion of their article to share if the content was of value. You can create your own graphic to encourage the share.
Let’s bring these key elements together
Blogging for business can be difficult but as long as you bring these elements together it will make blogging a lot easier and fun. So what are the key elements for blogging again?
- Evergreen Content
- Quotes, Testimonials, Case Studies
- Contributing to Other Sites
- Visual Content
It’s your turn now! What element of a blog seems to help you and make it easier to spread the word about your business? I’d love to hear your thoughts. Here comes the CTA…
Leave a comment below and share if this article was of value to you. 😉 Oh yea! Please feel free to embed the infographic or share on Pinterest.
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