Writing unique, valuable and optimized website content has never been more of a priority for businesses than it is today.
The ever-growing popularity of the internet and the widely acclaimed use of web browsers like Google to find local and relevant answers, products and services is incredible.
What better way to penetrate this modern, digital landscape and gain traction in our online world than by becoming a part of it?
By sharing your answers to popular questions...
By digging deeper into your niche...
By offering unique value to an already information-hungry audience...
That is the power of blogging!
Blogging has evolved drastically over the years. Especially since the alleged first-ever blog platform launched in 1994!
Justin Hall created this platform, called Links.net, to share his writings. He would write short articles about his life and then publish them on this online platform for others to learn more about him.
Over the next three or so years, this way of sharing information online became known as an online diary or personal page. And, although most of these posts were code-heavy technical articles, they soon evolved into a journalistic approach.
At this time, the word blog wasn’t even a thing!
It wasn’t until around 1997, when Jorn Barger described these sites as Weblogs, that the term came into play.
Then, just two years later, Peter Merholz introduced the simplified term we know today - blogs!
From then on, the world of blogging has gone through many phases. From early code-heavy blogs to inspiring mommy blogs to the search-engine-optimized articles that businesses share on their sites today.
Now, you can learn how to knit a scarf, build a shed, fix your air conditioner, bake sourdough or choose the right insurance plan. All from a blog article!
With a wide selection of tools, blogs have evolved from simple renditions of personal thought to in-depth articles designed for web traction, lead generation and brand credibility.
With good content and the right tools, you can increase traffic to your website, build your brand personality and position yourself as an expert in your specific industry.
Who knew words could do so much?
Now that you know how blogging has progressed, you can learn how to use it as a resource in growing your online presence!
When used correctly, your blog has the potential to:
Whether you are an electrician or a seamstress, you want to be considered an expert in your trade. You want people to trust you, rely on your expertise and continue coming to you for leading industry information.
With a blog, you can achieve all of these things!
You can increase your credibility and inspire trust in your audience simply by:
You are an HVAC company that sells heating and cooling products. With recent inflations, your audience is looking for the most cost-efficient air conditioning solution for this coming summer.
Because you understand your audience and have been researching their questions, you know their concerns and are ready to offer them a solution!
To write optimized blog content on the most energy-efficient and budget-friendly cooling options.
Not only can this content position you as an HVAC expert, but you will be advertising your products at the same time - without seeming pushy or having to give a sales pitch!
You are simply offering an easily-accessed answer to the question your audience is already asking.
Your blog content is usable for more than just added content on your website.
Try reusing, repurposing and recycling your content on your social media platforms too! You can use these other media platforms to spark interest and gain momentum for your blog article.
Here’s an idea:
Post a sneak peek in your newsletter or even a link to the article on Facebook or LinkedIn. These shares can help increase traffic to your site and increase the social exposure of your blog too.
Would you prefer to take a shot in the dark or take careful aim at a reasonable target with the right tools in your hands?
Blogging is that tool, and Google is your clear target. As long as you learn to aim right, reaching your audience is easy!
By inputting valuable SEO (search engine optimization) strategy in your blog - up-to-date keyword research, quality headlines, proper readability, credible links etc. - you can design your content to be seen by the right people at the right time.
You can attract people to your website via your blog content!
Then, once you have brought your target audience to your website, you can begin converting that website traffic into potential leads.
One of the best things about blogging is that you do not have to look for your customers. Google is one of the only media platforms where your consumers search for you!
For the answers to their questions. For the most up-to-date industry information. For the best of the best!
And all you have to do is show up with valuable content that satisfies their search!
Did you know that there are roughly 4.95 billion internet users worldwide? And that the average user spends almost 7 hours on the internet EACH DAY?
People are consuming more digital content than ever before!
But if you are not producing content for these users to engage with, your site will miss out on this valuable web traffic.
Like we said before, people are already searching. It is up to you to show up, drive them to your site and give them the answers they want.
Research has shown that even goldfish have a longer attention span than humans nowadays. You have approximately 8 seconds to grab their attention and tell them that they are in the right place.
That means you need to write valuable content that is both readable and skimmable!
SEO organically improves your credibility and searchability on Google!
Have you seen the positive results of search engine optimization (SEO) before? If so, then you know what we are talking about here.
Here are a few ways to improve the SEO of your blog:
Consumers are looking for brands they can trust. They're looking for brands run by real people with real thoughts, real experiences and real information.
They want to be heard, seen and answered by someone who relates to them.
So start listening to your audience!
Start being the answer to their questions. Start building relationships, involving your clients and caring for what matters to them.
Because in the marketing world, it's about more than just advertising your product.
It's about creating a community, becoming a trusted source and inviting your audience to follow along with the story of your business!
At OSM, sharing stories has always been a habit of ours. How we got here, where we are going, what our dreams are and how we do what we do.
But we constantly flip the mic around too. Why? Because we want to hear from YOU.
We want to understand what makes you tick. What gets you excited. What ignites a passion in your soul.
We love the WHY of your business. The HOW. The WHAT-IN-THE-WORLD!
Because digging deeper, sharing unique value and showing up?
That’s when sharing a story becomes more than an old fashioned code-heavy page of gibberish that most people will click away from.
Instead, it becomes a reliable source of helpful, relevant information that your niche audience is not only interested in, but engaged with.
If you haven’t already, we encourage you to try starting blogging for your business!
Use your social media to ask your audience their industry-related questions. Then use those questions to help construct blog themes!
Pssst… don’t forget to tell your social media followers that you answered their questions over on your blog!
Now, if you’ve been reading this and thinking, “well sure, but I don’t know the first thing about writing!” - don’t worry!
Remember in our last blog article when we gave you 5 Signs That It’s Time to Hire a Marketing Agency?
We explained how a marketing agency can help:
Outsourcing your blog writing can help you achieve these goals while growing your online presence!