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When you hear the term ‘blog’ do you still think of life journals and travel diaries from the early 2000s?
Break free from those sloppy stereotypes!
In the business world, blogs have evolved from casual personal journals into something far more valuable… the humble hero of modern business marketing.
Here’s 5 ways a blog will work for you:
⚔️ Your SEO Secret Weapon
Fresh, relevant content tells search engines that your website is active and authoritative in your industry. Each blog post you publish is an opportunity to rank for keywords your customers are searching for.
Think of search engines like digital librarians with a greedy appetite for new material. When you regularly feed them fresh blog content they keep coming back to your site, indexing new pages and improving your visibility. Those keywords your potential customers are typing into search bars? Your blog helps you capture that traffic without paying for expensive ads.
Consistently adding blog content signals to Google that you're an active participant in your industry's conversation, worthy of being recommended to searchers.
📚 Collect the knowledge you have to share
Updating the main pages of your website can be a lot of work. Use your blog to be more responsive to hot topics in your industry, sharing your insight on issues you know potential customers are thinking about.
Your website's core pages need to remain relatively stable. They're the foundation of your online presence. But what about those timely insights, industry developments, or seasonal advice? Your blog is a bottomless bucket for knowledge that doesn't fit neatly into your main menu bar.
🎓 Showcase your expertise without the hard sell
A reader that has learned from you will be more ready to buy from you. Those helpful how-to guides, industry insights, and expert analysis you add to your blog position you as a source of knowledge to be trusted.
Modern consumers are allergic to hard sells, but they're hungry for genuine expertise. By teaching instead of pitching, you create a different kind of value exchange. They gain useful knowledge, and you gain their attention and trust.
When a potential customer finds your blog post that solves their problem or answers their burning question, you've created a positive impression that no advertisement could match.
👹 Feed your social media machine
Blog content can easily be repurposed into social posts and emails. Using your blog as a base makes your content marketing more efficient and consistent across platforms.
Creating fresh content for multiple platforms can feel like trying to fill a leaky bucket. But once you’ve got all your nuggets of wisdom on any given topic down in a 600-word blog, it’s easy enough to repurpose it into:
A carousel of tips for Instagram
A thought-provoking question for LinkedIn
A featured section in your email newsletter
A short explainer video for your website
🤝 Build trust through storytelling
Stories stick with people longer than sales pitches. The thoughts you share in a blog provide a behind-the-scenes glimpse into your business which humanises your brand.
Facts inform, but stories connect. When you share the challenges you've overcome, the values that drive your business decisions or the impact your products have had on real customers, you're creating emotional connections beyond a checkout exchange.
Your blog gives you space to share the ‘why’ and ‘how’ behind your business – something beyond standard product descriptions and service pages. A blog shares your voice, transforming you from anonymous provider into a relatable brand with personality and purpose.
A LITTLE TIP: Rather than call it a 'blog', choose a label that will help readers know what to expect – perhaps 'news', 'advice' or 'resources'.
Finding your blog-spiration
Here's a few different blog approaches to get you going:
👩🏾💻 Krishna Solanki has a strong design template and personable style
🔍 Spectacular Opticians offers easily searchable, comforting advice
✏️ My own blog (unapologetic self-plug!) I hope you'll agree I keep it simple with short, actionable tips!
Getting Started
The best blog for your business is the one you'll actually keep going! Start small with a commitment you can realistically keep – whether that's weekly, monthly, or quarterly posts. Consistency is key.
Focus on answering the questions your customers actually ask, addressing their pain points and providing genuine value. The SEO benefits, social media content and trust-building will follow naturally when you put your audience's needs first.