Blogging is a must for business, they say. The world (the digital marketing realm, at least) insists that if you have a business, you should blog. They tell you even more: create awesome content, share this content with others, be a publisher, and have a growing presence on social media.
Today, you have to lead by example, mop up all the trust you can possibly invoke from your prospects or customers, and establish yourself as a thought leader in your industry. Blogging, apparently, is at the epicenter of all these efforts.
How do you make your blog work for your business? What is it about blogs that make businesses scramble for a content marketing strategy as a must-have inclusion into their business plan?
Blogging for your business gets you traffic. It helps you build a pipeline of leads. Those leads, as they continue to read your blog updates, slowly transform into buying customers. Blogging is how you set up a system to pull in long-term results. According to Corey Eridon of HubSpot, blogging is your ticket to inbound marketing.
As the folks at Radian6 put it, blogging should be a strategic move, an indispensable part of your business policy.
It’s evident that businesses that blog make money. It’s the bridge between you and buying customers. Here are a few proven ways to make business blogging really work for your business:
1. It’s a fact: Blogs get you business
Blogging is a moneymaker. It’s just that it’s not as direct as you’d like it to be. What’s common with Kissmetrics, Moz, Hootsuite, and many other companies on the web today? These are all examples of companies that have a self-sustaining pipeline of eager customers waiting to buy or continue their subscriptions.
For all of these businesses, it’s their respective blogs that have been at the forefront of marketing. There were no ads anywhere. There was no direct hustle of any kind. It was pure content marketing at play. Blogs have been the driving engines for each of these businesses and many other businesses as we write.
2. Clichéd but true: Content leads to cash
Put it anyway you want. Call it clichéd, if you have to. Tell us that the term “content is king” has been written and bandied about so much that it’d make you puke just reading it one more time. Yet, it’s the fact. As long as you keep your blog as a mere 500-word article collection, it’s not going to do you much good.
The cash isn’t really in the word limits or the popular list-type posts. The real cash is in value. What do your readers take away from every post? How much of a difference is that post you just wrote going to bring to your readers’ lives? How strong are you when it comes to communicate this value to your readers? Get these moving parts into place while addressing the real problems that your readers face and that are when you are in business.
It could be the slowest way to reach the bank, but it’s also a cost-effective and a stylish way to get there.
3. Plug into ecommerce
If you have a blog, you should have ecommerce enabled. If you have an ecommerce store, incorporate a blog. Blogging and ecommerce work together to get you what you want. Your efforts with all that content production on your blog should lead your readers to an ecommerce. After all, we are all in the business for the money.
The digital world is already on its way to seamlessly make sure your content marketing efforts lead to ecommerce transactions. Say you had an ecommerce store that sells T-shirts online and it runs on a platform such as Shopify, you already get a ready-made CMS for your blogging! From thought leadership and content marketing to actual sales, there’s an entire system of digital marketing at work.
4. Work on your content spread
Blogging is the beginning; content spread is the journey.
While your entrepreneurial ambitions are a moving target (as they might change with time), we’ll not delve into that. Blogging for your business, however, is only the beginning. It is where the magic takes birth. Merely blogging won’t do; you need to do more.
The secret is in your “content spread.” You’ll have to find ways, paths, channels, and platforms to put up more content than you ever thought were possible. While the tools and platforms exist, your motivation and commitment to do just that is where the effort lies.
Apart from blogging, you’ll need guides, fact sheets, infographics, videos (webinars), audio streams (podcasts), slide decks, and many other forms of content to help you leverage your blogging efforts.
5. Social media is a blogger’s best friend
Your blogging efforts will be in vain if you didn’t tap into the power of social media. All the content produced on your blog should find a way to crawl over social media. To do that, you’ll need to create an effective bridge between your blog (where the content is produced) and social media (where content is spread).
Social media gets you noticed. It brings you traffic. The people on your networks will read, consume, and relate to what you write. You can reach out to more people using social media, and as a business owner, that’s exactly what you want.
Does your business have a blog? If you have an ecommerce store, does your blog help you to convince and convert customers? Share your entrepreneurial journey with us!
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