There has been a lot of talk and hype recently about businesses needing blogs, or podcasts, or video series on their website to help them rank higher in search results.
What do you even write about?
But how often should you write?
How can you tell if it’s working to drive business?
Is it worth the effort that it takes to start (and maintain) a blog, podcast, or video series?
The short answer, YES!
The long answer, it depends (Not the adult diapers)…
To simplify from here on, we’re going to talk specifically about blogs, but the same principles apply to podcasts, video series, or any other regular content syndication that you produce as a business (including writing columns in journals and magazines)
What should you write about?
This is one of the biggest roadblocks that business owners seem to come across. Especially if you aren’t a writer.
But it’s actually a lot simpler than you’d expect you just need to understand the 2 primary ways that blogs help businesses
Blogs help businesses in 2 primary ways
- They help to show Google and Bing that your website is still current and active which improves how often it shows up in search results. (This also applies to journals and magazines, people see you’re active when you write)
- They answer potential customers’ questions and provide them with intangible value so it’s easier to compete.
Now, what should you write about?
You should write about questions that your customers might have, such as Should I start a business blog?
If you’re a landscaping company, write about when you should start a project, how to care for sod, why you would choose composite materials, etc.
If you’re a Chiropractor you could write articles detailing different stretching regimens to help with headaches, back pain, etc.
If you’re a retail store you could write articles about your favourite uses for a product or the best products for certain occasions.
One of the services that we offer at Renaissance is our attention-grabbing videos which help business owners find one new topic to cover every week. Then we turn it into a video, blog post, or podcast episode for them.
How often should I write?
This is dependant on a number of criteria and you’ll really have to make a decision based on what you’re comfortable committing to. Because the most important thing is consistency in how frequently you update your content.
The most important thing is consistency.
We recommend once a week as the ideal.
It shouldn’t take you more than an hour or 2 every week to put something together but it adds up over time.
If that seems a little bit too ambitious then try putting together multiple articles every month and releasing them all at once on your blog.
The main thing is that you want to keep showing your customers that you’re active and interested in helping them find answers to their problems.
How do I know if my blog is supporting my business?
This is a question that is inherently more difficult to know the answer to.
With businesses that get a high number of website visitors every month, it is fairly easy and cost-effective to follow the flow of website visitors through different blog posts and see if they later fill out a contact form.
But it’s harder to see those trends on less-visited websites.
Our favourite method of seeing if your blog (or any other content stream) is supporting your business is to survey customers and ask them if they engaged with your blog.
If you share your blog posts to social media you can also watch the statistics that are available there (likes, shares, clicks, etc.) to help gauge the value of your blog.
No matter which method you choose to use however, it will take time to start to see the results trickle in. But we can promise you that it is worth it.