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On copywriting, content design, UX, and working + living online.

5 Benefits of Blogging for Business

It doesn’t matter what kind of business you have – multinational, SME or creative solopreneur, you still need to be blogging regularly to help drive new (and returning) traffic to your website. These days, it’s crucial to have a strong web and social media presence to grow your brand – and having a blog is a smart, strategic way to do it. If you’re thinking about starting a blog and wondering what it will do for your company, read on.

Here’s how blogging can benefit your business.

1. Helps drive website traffic for free

Want more website visitors? Of course, you do! But if people don’t know the name of your business or product, how will they find you online? People don’t generally read blogs – they use keywords to research a product/service or solve a problem. If you’re providing unique and relevant content on your site, search engines will index it, so it’s easily found. Figure out what your customer is looking for, common problems, post useful articles and then share them on social media, so word gets around. Do this repeatedly, and your business will grow organically.

One of the advantages of blogging over paid advertising is that it’s free – you’re providing useful information for as long as your site is live. Tip: set yourself a publishing schedule and stick to it to show search engines that your website is active and needs frequently scanning for quality content.

2. Traffic becomes leads

Once you start publishing regular content on your blog, you’ll naturally attract new readers and return visitors. Always add a call to action to your posts to turn them into leads. Ask them to download a free e-book or white paper in return for their email address, so you can send follow up e-shots. Direct them to your products and services page or ask them to test a new product. You can set small targets and monitor analytics to see which of your posts are getting the most traction and engagement and then create more content around those themes. Tip: make sure people can subscribe to your blog, leave comments, and add share buttons so they can share content on their social channels.

3. Blogging brands you as an expert

Blogging positions you as an expert in your field, and someone others can come to for advice on a subject. If you share useful content that solves a problem or helps people improve their lives or business in some way, they will refer you to others as an authority and send more leads your way. It’s also an excellent platform for thought leadership – share your views on business (as well as your products) to engage your reader and grow your audience. Blogging can lead to new opportunities – more shares on social media, a speaking gig or even a column in a business publication. It also helps you to build authority and trust with customers. If your salespeople don’t know the answer to a question, they can refer a client to the blog as a helpful resource to help speed up the sales process. Tip: Share your opinions and take a position on things – don’t just sit on the fence – to help you stand out from the competition!

4. Scalable business blogging

One of the joys of blogging is that it’s scalable. It’s a good investment of your time as it keeps on working for you. If you write a blog and share it on social media, you’ll get a few click-throughs every time you share it. It will rank on search engines over the coming months and be a continual source of traffic and leads whenever someone searches for info on that topic. Unlike social media, a blog is on your website as long as you want it to be – a knowledge resource for visitors and your team. Tip: Create some evergreen posts about your products or services that aren’t time-sensitive and update them periodically to keep them fresh. HubSpot recommends that we focus on creating ‘compounding blog posts’ which solve problems, e.g. ‘how’ or ‘why’ in the title) as their traffic grows steadily over time.

5. Press & PR coverage

Having everything in one place on your blog (company news, personal stories, ideas & opinions) makes it easier for journalists to quickly find what they need to write about you and your business. Blogs should be open for comments to help you generate new business ideas and test out new products before you commit to spending money on them. Clients and journalists want to read about the people behind a brand, and a blog is an ideal platform for this as the tone is conversational and intimate. Take your reader on a journey and involve them in your business story and they will become loyal clients and share your content for you.

Are you interested in creating a blog for your business? We produce daily content for clients large and small to help them build brand awareness and drive sales. 

This article was originally published on Perspective Marketing & Design here.

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On copywriting, content design, UX, and working + living online.

The Shift: Issue #6

Shaking Things up in Advertising – The Gerety Awards.

Joe Brooks and Lucia Ongay were at another advertising awards event full of white, middle-aged men in black suits (this time it was really obvious).

“This is bullshit, we have to do something about it,” said Joe.

So, they did something radical and start the first advertising awards show with an all-female jury.

They launched the Gerety Awards in 2019 with a question and a challenge for industry leaders:

“What does a woman have to do to get onto an advertising jury?”

The awards are named in honour of Frances Gerety—the copywriter who created the slogan ‘A diamond is forever’ for De Beers in 1948. She wrote all their ads over the next 25 years, creating new strategies for diamond sales following the Great Depression. Women could only work on briefs aimed at women.

Ad Age called it the most famous tagline ever, the 20th-century slogan selling romance.

Everyone should know about Frances (especially if you’ve ever given or received a diamond ring). More about her here.  

The goal is to provide a global platform for talent and support initiatives that champion diversity in the creative industries. To celebrate excellence in all advertising and comms through a female lens. The industry norm is male-dominated juries. The target of 50/50 panels isn’t enough since women make 80% of purchasing decisions. Read more. 

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On copywriting, content design, UX, and working + living online.

The Shift: Issue #5

7 Steps Brands Can Take to Show Black Lives Matter

Blackout Tuesday is a collective action to protest against police brutality and racism.

On Tuesday, June 2, businesses taking part stopped operating and showed their support in different ways. My social feed was full of black squares tagged #BLM, #BlackLivesMatter, #BlackoutTuesday, and #TheShowMustBePaused—the hashtag created by two women as a day of reflection and conversation for the music industry.

It felt like more brands were on board and speaking frankly—using the words ‘black businesses’ rather than ‘diversity’ for one. But are they doing it out of genuine compassion and a desire for change or because of peer pressure and corporate crisis management? It’s easy to post a black square online and hashtag a movement, but there’s not much point unless you’re taking action behind the scenes.

Will the interest in black-owned businesses continue beyond the current news cycle and create lasting change? Read more