Business blogging gets you noticed

Getting noticed in your industry is a huge challenge for growing businesses. However, regular blogging can help potential customers find you through a number of avenues.

Website

Google’s algorithm responds well to websites that feature regular original content that is relevant to the brand. Regular blogging is ideal for improving your website’s ranking in this regard and can lead to more clicks and traffic to your site.

Once a potential customer clicks on your website, you’ll want to keep them interested. Blogs are a great way to do this by engaging your audience with interesting and relevant information related to their initial search. This marketing technique is passive but effective, introducing your brand, your knowledge, and your solutions in a convincing, easy-to-absorb way.

SEO

In the background, blogs can help your website ranking through good SEO practices. Blogs should be targeted through a clear subject, keywords and key phrases that correspond to what your customers search for. But be mindful not to overdo it, as jargon and overselling can turn off your audience.

Blogs are also a great way to build cross-links throughout your site that will help improve your ranking further while guiding readers to other parts of your site.

Building authority and trust through blogging

Blogging is a very visible way to showcase your business’s knowledge and specialisms and what stands out about your particular offering. It can combine your industry knowledge, customers’ needs, and the best solutions. For this reason, any blog ideas need to come from your specialist knowledge and be developed from customer conversations and queries.

Customers have a wealth of choices with whom they do business and have become very savvy at researching potential purchases. When choosing between you and a competitor, your blogs become a powerful tool in their research. When it comes down to it, a potential customer is going to go with the business they feel is most trustworthy.

Different content avenues from business blogging

Building content for your business’s marketing is challenging. You need to consider how you will reach new customers and maintain existing ones. This content may come in the form of social media posts and videos, emails and newsletters, digital advertising, and your own website, which, when put together, is a lot of content to produce regularly.

Blogging can help you build a content structure as a blog can be reused and expanded upon in different ways.

Here’s an example:

A financial advisory firm produces a blog in mid-February on why their customers should take advantage of their ISA allowance before the tax year ends.

• The blog is published on their website with good SEO and call-to-actions, which will help lead relevant searches to the blog and onwards to further information on ISAs.
• A social media post introduces the topic and links to the blog, which is shared on the business’s LinkedIn, X and Facebook
• Three key aspects of the blog are then used to produce short informative videos for the business’s TikTok and YouTube accounts, which are shared over the following two weeks.
• Social channels are closely monitored for comments to ensure potential customers get the answers they are looking for.
• At the start of March, the firm sends a newsletter to its subscribers that focuses on ISA allowances, using the blog as a click-through to the website.
• A short social media campaign is set up on Facebook, using the blog to build out the subject to the business’s target audiences.

Through this type of content strategy, one blog has developed eight avenues of content marketing and digital advertising with various key targets. This is why blogging often has a good ROI.

Developing communication and networking

Blogging is much less about advertising your products and services and much more about communicating with potential customers. A blog allows you to address questions or concerns that your audience has. This may be a pain point they have and how it can be solved. It could also demystify your industry and alleviate concerns. This is why the best blogs come from your conversations with your clients and customers. New blogs can feed into these conversations, highlighting other questions you can answer in later blogs.

Blogs are also a great networking opportunity, particularly for B2Bs. As your business and your blog become more recognised, you may want to invite outside specialists to write a feature for your blog. You can also develop existing blog subjects for external publications your potential clients interact with.

Blogging builds your brand voice

Ultimately, blogging is a long-term project, not a quick fix. The more regularly your business adds relevant blogs, the better its SEO ranking will become, the more knowledge you will convey, and the more opportunities you will have to interact with your customers.

Creating the right tone in your business blogs

Blogging needs to convey your brand voice. If it doesn’t, it could detract from your marketing efforts and confuse or, worse, turn off potential customers. For this reason, it is well worth working with a marketing team that can help turn your blog ideas into quality, targeted content built into a comprehensive and wide-reaching content strategy.

The takeaway

Business blogs are not about the big sell. They help potential customers research who you are, what your approach is, how knowledgeable you are, and whether you are trustworthy. They help your business build lasting relationships with clients and partners while keeping your brand relevant and fresh. If planned well, blogging can help structure your content delivery, build engagement and generate new interest and leads.

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