Business blogging helps to build thought leadership and provide valuable content to a target audience.

Many businesses are using blogs as a cost-effective and efficient way to publish the content they want online.

Using a blog can increase your online authority, build relationships with potential customers or clients and raise awareness of products and services.

Business leaders may be hesitant about blogging due to the time and effort that is needed to maintain the platform. However, the people who read blogs are usually dedicated followers which means that rather than reaching a large audience who may not be interested in your business, you have the opportunity to build a following of engaged and active readers within your target audience.

When creating a blog it is important to think about a number of important factors.

Creative content

What you’re blogging about needs to be relevant so you can build your profile as an expert in a specific area. Make sure you’re reading about your industry and be willing to share your thoughts and ideas. Scan social media to see what your prospects are talking about and to find out what your target audience is struggling with.

7 things to blog about

  1. Special products and services
  2. Your notes/learnings from an interesting seminar/event
  3. A detailed email reply can be posted as ‘Reply to public’
  4. A question you’re answering a second time
  5. Something new you’ve learned about your industry
  6. A passion or argument you feel strongly about
  7. When you meet someone interesting at an event, interview them via email and blog it.

Be consistent

Regardless of how you use your blog, be consistent. Regularly posting fresh content is important in order to attract new readers and retain regulars. This can seem time-consuming, however it will set you apart as an expert in your field. A blog that hasn’t been updated in a long time will not get return visitors.

The key here is to think like a reporter. You need to make sure you're constantly on the lookout for interesting story ideas in your business as well as staying informed of news items in the media that are related to your business.

Try to post at least once a week, and post it on the same day every week so dedicated readers know when to look for your next post/instalment. Don’t forget to share each new blog post on your social media profiles to get more people reading.

Engage with your readers

If readers are writing comments on your blog, or on social media, make sure you write back to them. Even if it is negative feedback, try to address their concerns and engage in what they’re saying. This creates a great two-way conversation and your readers will start to form a meaningful relationship with you and your business.

Blogging is a powerful communication tool that makes you a digital publisher who can craft the stories and narrative about your business and culture. It’s an excellent way to communicate with your target audience and can create a meaningful dialogue and relationship with your clients and customers.