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

The Shift: Issue #7

A Conversation on Creativity With Dannie-Lu Carr.

What tools do we need to deal with life’s challenges and work creatively in the face of adversity, so we can come out stronger at the end of it?

Dannie-Lu Carr is the founder of three signature online programmes: Flaming Leadership, Warrior Women and 28 Days of Defiance and also a Published WriterAward-Winning Theatre DirectorSinger-Songwriter and the founder of Creative Wavelengths™—a new language for creativity. Her work is described as “brilliant, not for the faint of heart… for courageous souls…” We first met 10 years ago at a women’s networking event in London, and thought she was a real dynamo with an enormous heart. 

TS: You coach on leadership and personal impact with a focus on empowering women and LGBTQ. What stories do you want to bring to light, and what was the catalyst to start your consultancy?

DLC: My work on fearless leadership and personal impact is really about giving people back their sense of self and the tools to speak articulately about their ideas and points of view. I work with people to develop and trust their judgement and dare to put themselves forward to galvanise innovation and change where it’s needed. We still live in a very hierarchical world mostly, which can unnecessarily intimidate, undermine, dominate and control. Nobody wins with this way of working.

My goal is always to create a more level playing field where ideas can be shared, and we can respect points of view. The best people to lead these changes are those who haven’t automatically been given the metaphorical floor historically and understand how it is to have a different insight about how things were in the past, hence the predominant focus on women and LGBTQ.

The catalyst to start my consultancy was about giving people the tools to deal with challenges without them having a devastating effect and also to work creatively in the face of adversity so they can weather through and come out stronger.

What’s your coaching style? What techniques do you use to help people get past their blocks and seriously step up?

My style is informal, honest, to the point. It’s the best way to cut through the nonsense noise in our heads and environments—the noise that creates a lack of confidence and procrastination. I have a ‘just do it’ approach once people have unpacked what is really going on for them and have the clarity. I use a range of techniques, but probably the edgiest is bringing my theatre training (the honesty of communication and saying what is) to the business world.

Teaching is a two-way thing. Any advice you’ve taken on board that has changed your outlook or challenged your thinking?

I always say that I endlessly learn when I teach. When I am advising and coaching others, it isn’t unusual for a voice to kick off in my head that says something like, “this advice you’re giving to Jane you need to do this with X in your own life”. The biggest thing I have learned to do is to be humble when someone points out my own shortcomings rather than get defensive. To take a ‘fair enough, I have to own that’ position is always gold. Usually, the things that fly at us as the most uncomfortable to swallow absolutely hold the most wisdom and insight for us. 

Your online programmes: 28 Days of Defiance, Warrior Women, and Flaming Leadership are described as brilliant and “not for the faint of heart, for courageous souls.” What’s your creative process, and who or what has inspired you?  

First, I listen to my clients. I’ve always got my ears pricked for their challenges, wants, etc. Then things churn around in my head for a bit and my subsequent process is that I then raggedly sit on the floor amidst a heap of pen and papers and brainstorm in an intense burst. Or several of them. That’s how I nail and fine-tune. Then I take the ideas out to the world, and it goes from there. In terms of inspiration, people inspire me all the time. I think people can be magnificent with their insights, ideas, resilience and drive. There are a tonne of women out there, past and present, who are/were incredible—Jude Kelly, Anita Roddick, Malala Yousafzai, Jacinda Ardern… I have an endless list, to be honest. When women stand up strong and in their boots, they can be so powerful. 

Someone said you have a form of ‘business magic’ in terms of how you approach problems and conflicts at work. Can you give us an example? 

In short, I listen to as much as I can before I address where the assumptions and unconscious biases might be for all parties involved. This flushes out the emotion that can give any of us humans blind spots. Then I drill into—what is the actual issue really at play here? Then last, how can this be articulated to feel you are expressing yourself fully while respecting the other person’s point of view? That’s pretty much my framework. 

You’ve written a brilliant book on assertiveness. We can swing between unassertiveness and OTT behaviour. How do we find the middle ground—i.e. getting what we want without rubbing people up the wrong way? 

This is a huge passion of mine. It’s actually very easy to find a middle ground, but we don’t have that many role models in terms of people who practice this. It is one of the major reasons that I really rate Keir Starmer. He executes the middle ground with aplomb. It’s about taking the personal emotion out of it and being in an adult position. It isn’t about point-scoring. It is about addressing the issue at hand as honestly as you can while remaining aware of your potential impact on the other person. Often, we feel like we are assertive when we are falling short. And people get confused between assertive and aggressive when they are actually very different states of being.

You’re the founder of Creative Wavelengths™ a new language for creativity. What is it, and how can it help us to raise our creative intelligence?

I have spent about five years developing Creative Wavelengths—it is nine keywords that pinpoint exactly what is happening around any creative process and/or collaboration. Creativity is often shrouded in mystery, and the surrounding language is very imprecise, which causes issues with people taking it seriously or holding the value of it and what it needs. Having a shared language that is time-efficient and gives permission for a deep and precise conversation allows us to elevate our understanding of creativity and therefore raises our overall creative intelligence and our ability to cut through the noise and access the critical insights for innovation and deep resonance. 

Any business problems you’d like help with right now or opportunities for collaboration?

I’m always open to discussions and potential collaborations. We are living in a very unpredictable world, way more than ever before, and we need smart and courageous people to come forward and tackle these issues, rather than being stuck in a place of victim and fear. I’d like my clients to recognise that coaching and consulting is the most critical thing to invest in and come away from the old mindset that it is a luxury and therefore the first thing to go. How do they expect to weather storms like this without access to understanding and adopting new ways of doing things? Rhetoric, of course. 

THE LIST  

Oh wow. I could write a book on creative inspirations… here’s a handful of some of my favourites:

BOOKS

Creativity Inc by Ed Catmull with Amy Wallace

Rebel Ideas by Matthew Syed

The Big Leap by Gay Hendricks

Braving the Wilderness by Brene Brown

PODCASTS

Reasons to be Cheerful 

Woman’s Hour

The Tim Ferriss Show

The Brutal Truth

WEBSITES

Forbes

The 99 Percent

TED

Harvard Business Review

www.dannielucarr.com

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

The Shift: Issue #4

The Big Idea: Creative Women Conference

I joined the Creative Women conference this week, an online two-day event.

Their mission:

“We believe diversity is key for empowerment. There’s no denying that there are tons of events and conferences happening in Europe for women in tech, women-owned start-ups, small businesses and wellness.

BUT why not fuse these conference niches?

Giving women from all industries the opportunity to join a two-day event whereby everyone can learn from each other.” 

Brilliant idea.

It’s good to see how different industries have responded to the pandemic and make contacts outside of your niche.

Here are the top takeaways from day two, which focused on marketing & comms strategy, personal branding and networking. Read more