Blogging can be a difficult thing for companies to grasp. To many business owners, the blog section of a website just looks like a series of posts and pages that contain information, details, or overviews of the products and services the company provides.
Unfortunately, this strategy to blogging usually doesn't bring many benefits or results to the company.
There is actually a lot that goes into creating a blog and a blogging strategy. Whether you're a company just beginning to understand the importance of business blogging or you're about to launch a new website, you're probably wondering the appropriate way to build a blog from scratch.
To help you get your blogging off on the right foot, here are a few things you need to know about launching your blog.
Everything You Need to Know About Launching a Business Blog
Blogging is a powerful tool to use during a brand or website launch - but only when you plan and prepare appropriately. If you're hoping to launch your blog once your audience begins to pick up steam, you're probably going to find it's much harder to grab their attention.
Your blog should serve as a tool to push your website forward. But you won't be able to accomplish that if you're not creating a plan to follow through on.
1. Know who your audience will be.
The first step of any kind of marketing is understanding who your audience is. Through developing a clear brand image that fully addresses who you're marketing to, you'll know what kind of content you need to create.
If you haven't already, take some time to think about your ideal client. Who are they? Where do they live? What do they value? What are their struggles? What help do they need? Develop a full understanding of the individual you want to connect with.
Knowing your audience will help you understand what kind of language to use, what areas to target, and what questions you need to answer first.
2. Know What Your Audience is Missing
There is a lot of content out on the web. If you're only recreating content found on your competitor's site, your visitors aren't going to get much of out you. If you want your content to be read by your audience, you need to create content that isn't already out there or you need to put a unique spin on it.
Do some research to find out what your audience is missing. What answers are they looking for? What gaps are your competitors leaving? Where can you provide information that they can't find anywhere else? When you find your unique space, you can better reach your audience.
Your business blog also needs to have the personality and voice of your brand. As an extension of who you are, what you know, and what insights you can provide, your posts should read like they're coming right from your brand's mouth. Your unique approach and perspective should also be something that your audience isn't finding elsewhere.
3. Create a Pool of Posts
When you first launch your website, your audience will want something to read. While your web copy should share your story, explain your products or services, or give general information about who you are and what you do, it usually isn't enough to keep your audience interested.
Your website visitors want to know what is in it for them. They need to know who you are and what you do, but they also need to know how it fits into their life. You need to answer their questions, build trust, and develop a relationship with your visitors before they ever consider becoming customers.
Creating a steady pool of posts to upload before your launch and in the first few months after your launch will give your visitors content they can really sink their teeth into. When you post consistently from the very beginning, you can establish trust with your readers from the start.
4. Upload & Optimize
Simply uploading your content isn't enough to bring readers to your page. You also need to properly optimize each post to improve your inbound marketing strategy. By using the right keywords, placing the right alt text, and including the right meta descriptions, you can improve your SEO and bring more readers to you.
Consistently uploading will also improve the number of people coming to your business blog. While you have created a steady pool of content to pull from at your launch, you will want to be adding new posts to your pool as you begin uploading content.
Be sure you're optimizing your posts appropriately, including images, links, and long form content.
5. Read Your Analytics and Adjust
The blogging strategy you begin with will not necessarily be the blogging strategy you stick with. One of the great things about business blogging is that you can make adjustments quickly and easily if you're not getting the results you're looking for.
In order to get the most benefit from your business blog, check analytics frequently. Look into what your audience is loving, what they're not enjoying so much, and what they may be looking for. Your most popular posts can help you create longer forms of content that your audience is sure to love, including ebooks, courses, or downloadables.
Be sure you have analytics installed in your website before you upload blog posts.
Business blogging is a great way to connect with your customers and build a stronger audience. Don't allow yourself to fall behind in what your business blog could be. For help creating a content marketing strategy that uses blogging to boost your business and reach your goals, send me a message.