By Debra Murphy
Writing content is hard and a lot of work. Some people make it look easy, but not all of us are naturally talented writers. If we were, we’d be writing the next bestseller. But with all the benefits of blogging, we need to overcome the objections and add this task to our marketing activities.
Without content, there is no inbound marketing
When implementing an inbound marketing strategy, most small businesses begin with creating content for a blog. And there are reasons why this is popular.
- Adding content to your website increases your digital footprint. Search engines have more content to index. If optimized properly, your business will more likely to be found by people searching. A website with a blog has 434 percent more indexed pages than websites without. (Techclient.com)
- Businesses that blog see their monthly leads rise by 126% more than those who don’t (Hubspot). Whether you are selling a product or you are a service provider, people want to see what you know before reaching out to you.
- 61% of consumers have made a purchase after reading a blog recommendation (Content Marketing Institute). Blog content has become a fundamental part of the buying process. If you are providing a service, whether B2B or B2C, you can demonstrate your expertise through your posts.
- Small businesses with blogs get 126% more lead growth than small businesses without (Content Marketing Institute) – The more content you have on your website, the better your visibility will become. The easier your business is to find in the search engine results, the more likely someone will contact you for a quote or to discuss your services.
Dispelling the blogging myths
Now that you know the value you get from blogging, let’s dispel some of the myths. For small businesses there are 3 myths that are still circulating.
You have to blog every day
Although it is true that businesses that blog 15 or more times a month get substantially more traffic, you don’t need to blog 3 times a week to gain visibility in the search engine results. With the amount of content being created today, creating higher quality content less frequently is a strategy that works.
Small businesses need to balance their time between working on your business verses working in your business. Client work comes first, life gets in the way and sometimes you just need a break. And in this case, your blogging frequency will depend on what works for you.
Frequency is important so your blog doesn’t get stale. But you need to pick the right amount for your business and be consistent. Set the expectations of your readers. It is better to know you will provide quality content once a month than get a lot of posts then silence.
You don’t write well so you can’t blog
If you understand your industry, you can create content for your blog. Writing isn’t a skill that many have naturally. This is where many small business owners need help.
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