Writing a company blog remains one of the best ways to increase organic traffic and gain new customers. A blog dramatically improves your SEO and when done right, will keep people coming back for more. You KNOW you need to blog often, and yet sometimes, when you sit down to start, you find yourself staring down a blank page and a flashing cursor. There are days when it can seem nearly impossible to come up with good content ideas.
It can be tempting to work your way out of this standstill by writing about your company but the fact is, this isn’t necessarily your best move. It can be tedious to hang out with someone who talks about themselves all the time, right? The same is true of your blog.
Yes, you want to highlight what you can do for your clients and customers but your blog needs to offer more than just a laundry list of what you do well. Look at it this way, if it is boring to write, it will be boring to read. And if you are posting content that no one wants to read, your traffic will taper off into nothing at all.
So, if you aren’t going to write about your company, what do you write about? You write about your clients/customers and address their needs. If you create content that they care about, you can bet that your traffic will continue to grow. What exactly this content looks like depends on the industry you are in and the service or product you provide but that part is easy to sort out.
Here are three things to keep in mind that will help you create the right content for your target audience.
And don’t forget, if you don’t have the time to blog as often as you need, consider hiring an okwriter to do the job for you. Our highly skilled writers will work within your specific business strategy to produce quality content that delivers, each and every time.
Be A Problem Solver
It’s time to do a little research with your customer service department. What questions do they receive on a frequent basis? Write a post for each of these questions. This will help you in two ways. First, it creates an internal url that your customer service rep can include in their response which will increase customer satisfaction, keep them on your page, and establish you in their minds as an industry leader. Second, it will improve your search engine results. When people want answers to their problems, or want to know how a particular product or service works, they do an internet search. Writing a blog that answers their questions with careful use of keywords will increase the likelihood that your page appears in their search for answers. Getting new visitors and potential customers to your page is more than half the battle.
Solving customer problems won’t just help you gain new customers, it will help to retain the ones you already have. There are many ways people will engage with what you do and the more information and education pieces you can provide, the more likely they will be to turn to you, a trusted site, for information. If you are looking to increase your brand recognition, this is definitely a good way to go about it.
Educate, Educate, Educate
Keep yourself up to date on the latest news in your industry and then blog about it. The internet is a wide-reaching space and not everything has to be done with the obvious goal of increasing sales. There are lots of people out there, other professionals included, who are looking for information that will improve their knowledge base and their own abilities. If you are a tech company that offers enterprise solutions, for example, write about the latest trends in the industry. What are the latest tech developments? How are companies using these developments in interesting and creative ways? Give your readers an insight into what is happening in their particular corner of the world. If the information you are providing is accurate, thoughtful, and valuable, your readers will come to see you as the “go to” for insider news and information. Engaging them in this way establishes you as a legitimate and reliable source. When they want to know what is new, they will come back to you to get it. This helps to keep your brand and your company front of mind so when they, or a client, needs a service or product that you provide, again, they will look to you to get it.
Be careful, however, when writing insider posts. You want to appeal to people with expertise, but you also want to produce content that can be read by the general public as well. If your content is too dense, anyone who is not well versed in the subject will abandon your page altogether. Don’t dumb it down, but show your expertise by explaining things in a way that the vast majority of people can understand.
Ask The Experts
A really fabulous way to break up your blogging and keep it interesting is to interview industry experts and influencers. Reach out to the top players in your field and see if they will agree to an interview. If you don’t know where to start, begin by looking at industry conferences and reach out to the keynote speakers. By including interviews with experts and sharing their advice, you will further solidify your credibility. Not only will this offer value to your current audience, it will also help you generate new leads. People who follow the expert or influencer you interviewed will no doubt find and read the blog post. It’s a win-win.
Remembering these points will ease some of the frustration that comes with trying to find fresh and new blog topics. It won’t always be easy, sometimes things are quiet on the news front, but writing blogs that speak to your target audience will keep you pointed in the right direction.