Maintaining a consistent blog is an incredibly effective marketing tactic for small businesses. In fact, B2B businesses that implement a regular blog as part of their marketing strategy generate 68% more leads each month compared to those that do not!
Simply producing the text is a start, but it isn’t enough. In this article, we’ll outline and discuss five beneficial blog writing tips for small businesses that will provide a welcome boost to your content marketing investment.
1. Depth, Depth, Depth…
Business blogging is all about creating content that you feel is important to your audience – something that has value, and as a result, can be shared and linked to multiple interested parties within your niche. A business plan that includes creating content just for the sake of doing so has very little purpose and won’t provide any tangible results either immediately or in the long-term.
Studies have shown that 50% of bloggers who choose to focus on ‘in-depth’ content receive ‘strong results’ – the relationship between success and the word count is intrinsically linked, suggesting that the deeper you dive into a topic, the better your results will be!
TOP TIP: As a business blogger, your content should be unique, useful and entertaining.
Something that’s truly unique will help you stand out, giving you an advantage over your digital marketing competitors. It might be hard to find a unique topic in a highly competitive niche, as most things are likely to have been covered to some degree – but don’t let that stop you from trying!
Useful content is something that helps alleviate the pain points associated with your industry. This is your chance to offer solutions, advice and to resonate with your readers on a personal level.
Finally, writing in-depth content that’s also entertaining is definitely a skill worth mastering. The digital world is fast-paced, which has caused an unfortunate deterioration of our attention spans. If it doesn’t immediately grab hold of the reader, you can guarantee they’ll be out of there in no time!
2. Consistent Publishing!
Blogging isn’t hard – but blogging consistently definitely is.
We mentioned in the previous point that your content should be unique, useful and entertaining. Maintaining a consistent content production level, while comprising a blend of those key features (unique, useful and entertaining) is a daunting task for even the most skilled and experienced content writer.
Writing with inspiration, motivation and creativity is difficult to sustain and even more so without a content calendar. This doesn’t have to be something exhaustive and meticulous, and doesn’t even have to be followed! But systemically integrating your thoughts in this way will help you keep ahead of schedule with loads of fresh ideas to choose from.
TOP TIP: Consistently publishing content will help to keep readers loyal, grow your brand authority and appease the Google overlords.
A consistent publishing routine will keep your brand in the conversation. Remember that people have short attention spans online, but constantly subjecting readers to your work will remind them of your existence. Trying to stay relevant once you’re forgotten is almost impossible!
Building authority within a niche is a painstakingly arduous task that takes an accumulation of years and effort. Publishing consistently is a great way to start building a solid reputation as an authoritative source.
SEO is a crucial aspect of brand building in the digital age. Google likes it and will favour you over your competitors if your website stays fresh and up-to-date with new content that it can index in its system.
3. Don’t Forget About Your Keywords!
Long-tail keywords are an effective tool for blogging and can be used to improve your ranking potential in SERPs due to their descriptive, high-intent nature.
They should be implemented seamlessly and naturally into your blogs, blending in unnoticeably to the main body of text. These phrases are easy to rank for, as there is a lot less competition compared to the other keywords groups. This is because they are highly specific search phrases that users will type word-for-word into a search engine. Their specificity means, when implemented correctly, they can attract a large volume of high-converting traffic.
It’s imperative for small businesses to target and optimize for long-tail keywords, as your industry-leading competitors much prefer to target the top keywords (and have the resources to do so), which bring in swathes of traffic to their websites. Unfortunately, their large marketing budgets allow them to out-bid smaller companies for these popular search phrases.
TOP TIP: Choose a longer and more specific variation of a keyword.
You might not attract huge numbers of traffic with long-tail keywords, but you’ll end up ranking for other variations of the same one with little competition. This tactic can help drive consistent traffic to your website.
4. Optimal Call-to-Action Placement (CTA)
What we’ve discussed so far aims to benefit your business from a ranking and traffic building perspective; however, converting your blog readers into active customers should arguably be your main primary concern.
You might not be aware, but your blog posts can play a crucial role in your sales funnel. Picture this: you’ve successfully gained the trust of your readership and consistently supplied them with relevant, up-to-date and high-quality information about a range of subjects within your niche.
Stopping at this stage may be sufficient for some businesses, but after all that hard work we believe it makes more than enough sense to try and make a profit by continuing with the sales funnel and trying to increase sales.
It’s absolutely imperative that your content is of a high enough standard to justify the addition of a CTA, and the CTA itself should be strong, clear and located in the right place. Don’t strong-arm your potential customers by forcing in a CTA for your products and services after the first paragraph – that would look ridiculous and desperate, and negate the trust you’ve managed to build up with your customers.
TOP TIP: Place your CTA buttons at the end of your blog posts!
Create large and purposeful end-of-content CTA buttons that are utterly without ambiguity. Place them at the bottom of the page creates a smooth transition between content and sales funnel. This would mark a natural conclusion for your target audience, as they’ve now learnt about your product and have the ability to make a purchasing decision based on what they’re just read.
5. Include Product Mentions!
Your blogs should include multiple references to your products and services that are related to the content. It’s important to learn the distinction between mentioning your products in a helpful and subtle way and flagrantly trying to sell it in a way that’s overbearing and off-putting.
If you have a basic understanding of marketing, you’ll know that potential customers don’t care about your success and achievements. Instead, they want to know how you can help them. The inclusion of product mentions should add to the veneer of practical cooperation, rather than simply to sell.
You don’t have to create stand-alone blog posts whenever a new product or service is released. Much like keywords, you need to incorporate product mentions in a way that’s almost unnoticeable, as though they are an organic inclusion with no catch or second meaning. You’ll be able to generate a solid amount of interest through this method and you’re saving them future searches.
TOP TIP: Add links to your product mentions to bring them onto the relevant page.
A truly user-friendly experience would include hyperlinks to the relevant pages when a product is mentioned. DO NOT hyperlink every mention – only the first one that appears. This will otherwise give the impression of over-selling, which will undoubtedly backfire. The goal is to be as organic as possible in your marketing strategy!