As a small business owner, you need to always be thinking about your online presence and, therefore, your online body of work.
We don’t have all the time to get into the nitty-gritty of SEO, but suffice it to say you need to be churning out content and media on a regular basis to get eyes on your products and your company. It may seem outdated but, depending on your industry, keeping a regular blog can be a great way to connect with your customers, get traffic to your website, and establish you and your writers as industry leaders on whatever subject you tackle.
Some statistics that might interest you…
Did you know that, according to the live activity look on WordPress, over 400 million people read more than 20 billion pages of content each month? Wow…
Also, contrary to the 2013 mode of doing shorter content, your blogs will perform better if they range, at minimum, around 1,000-1,200 words. Nowadays, people are starting to write more, stretching their word count to up to 10,000! It’s shown that those higher word count blogs have an 8,859 average shares as opposed to around 5,000 for the 0-1,000 range.
Also-also, according to a 2016 study by UMass, 36% of Fortune 500 companies had active blogs.
With all that said, we figured out five tips to get your blog pointed in the right direction:
Research your competition
You have to know what you’re up against. If your company is the only kid on the block not pumping out regular blog content, there’s a problem. Do a deep dive into their archives. What is their approach? What is their tone? Can you see their blog strategy, and if so, what can you do differently? What are the keywords they’re using? This all helps to shape the best habits when it comes to your own content.
We get it. The grind gets monotonous after a while. There’s only so many times you can type up the 20 Best Reasons Your Company’s Shoelaces Perform Better Than Your Competitors. A great way to turn your blog page into something different and more interactive and dynamic is to have interviews and webinars. Interviews, both written and through video or livestream, are a great way to bring other subject matter experts into the fold and pick their brains on a wealth of topics.
Webinars are great ways for members of your business to demo your product or dive deep into a subject live for customers, clients and potential customers.
Your blog is a great way to showcase your personality. Again, there is SO much content on the web that you need to figure out how best to differentiate yourself. The more you weave your life into the blog the better your readers will get to know your voice. What keeps them coming back is the connection to you. We’re not saying you should air your dirty laundry out but getting personal is a good thing!
Invite guest bloggers
Your plate might be filled for a month or so and a great way to fill in the content gaps is to invite someone to guest blog for you. Not only will you widen your reach through your blogger’s social channels and audience, you’re able to add some freshness to the blog and a new voice. This can also be a wonderful opportunity for other people in your company, junior or otherwise, who want to step up and start getting some by-lines.
Deal With Negativity Positively
As you know with business, it’s not always sunshine and butterflies. And that’s okay! But it’s how you deal with it in a public facing that sets the example for your audience. If there’s a misstep with customer service or a misfire with a product, own up and write about it! How would you deal with it constructively? How can you grow from this? Maybe you don’t have the answers, and that’s okay too, but it can be a really good opportunity to remind your audience that you’re human and are capable of weathering the storm.