(Ping! Zine Web Tech Magazine) – As we’ve mentioned in previous articles on the Online Success Center, maintaining a blog for your business can be a great way to share information and expertise from your company with your audience. The content created for the blog can be recycled across some other marketing initiatives, such as sharing on social media and promoting on the company website. Most small business owners will agree that having a blog is beneficial for their audience, but a problem arises when it comes to generating enough content to keep the blog up-to-date. In this article we will briefly explain two ways to have greater success at maintaining a blog for your business.
Write for your audience.
This may seem obvious, but to have your blog be successful, you need to really ask yourself what your audience needs. Your company’s blog post shouldn’t always be about generic company news, but rather something that can solve the problems your customers are having. For example, if your business is a bicycle shop, your blog posts should be about information that your audience would find useful, such as comparisons of different bicycle parts, the best tires for certain terrains, etc. If your content is about helping and answering your customers’ questions, it is more likely to be shared and read.
If you have social media pages for your business, they can be a good way to gauge what kind of problems your customers may need help with understanding. Evaluate all of the recent messages and inquiries you’ve gotten across all your business’s communication platforms, and determine subjects that are typically asked about. These can be potential blog posts in the future. Not only will customers be searching for these specific topics, but you can even point future inquiries to the posts as a way to answer questions, further promoting the blog as an information resource. The sooner you can tackle a specific hot topic in your industry, the more of an audience you can satisfy with the information.
Evaluate the industry.
In addition to monitoring your audience for information that they are most interested in, you should also be evaluating what other blogs in the industry are talking about. Of course, you don’t want to copy and re-use anyone else’s content, but it is important to keep an eye on what the rest of the industry is discussing, and what your audience might find interesting. In fact, there may even be some blogs you would like to reference in terms of sharing content. You may have noticed in some of the Success Center’s older posts, for example, we reference companies that have conducted research about the Web (social media usage, website statistics, etc.). Since this information can also benefit our readers, we share that information while also linking to the original source.
Not only does it validate information you share with your readers, by citing your source, but it promotes link sharing and link building with other external websites, which is great for SEO.
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