Why does my business need a blog?
You’ll be surprised how important a blog can be for your brand when you just add a sprinkle of thought and strategy.
To this day, I still remember the first blogs I stumbled upon and how they made me feel. I remember reading them cover to cover like I would a novel or a magazine. And reading them again and again. They felt so special and personal. I was absolutely smitten.
These little spaces on the vast, arguably endless, world wide web, really spoke to me. It was as though, up until that point, I had never really found a way that suited me to express myself.
So, I started a blog.
This was back in early 2010, mind you. Back before strategy, SEO or Instagram. Blogging certainly wasn’t a job. And I had no clue it would become a big part of my career.
I started a blog for no other reason than to just write.
Since that day I’ve been through countless iterations of what you may call an online identity crisis. But from those teething stages, I’ve found myself here, as an actual writer working for myself. I still get the same rush as I did eight years ago, when I stumbled upon a blog that has the perfect mix of beautiful, honest writing, and simple design.
Like me, the blogging world has, too, been through countless iterations. It’s gone from being a medium for personal journalling to full editorial pieces. Blogs are now strategic and full of purpose. And I really do mean it when I say, every brand should have one.
Three powerful reasons why your business needs a blog
01—Fuel your SEO
SEO is so freaking important. It does all the hard work for you and drives traffic to your website.
Now you might be thinking, ‘woah there Chelsie, don’t get technical on me now’. But despite how unknown and scary the world of SEO might seem to you, in its most basic form, it’s actually quite simple.
All you have to do is, create content that your audience is searching for.
Think about this post. I was talking to my boyfriend about why we should make sure we have a blog on his brand's website. I caught myself talking about it passionately, explaining to him why it’s so much more than just a blog! And why all his competitors weren’t using it to its full potential. I realised in that moment, that business owners need to know this, and they might even search Google for more information. So, here we are.
I suggest, once a month, sit down and think about your audience. Try to put yourself in their shoes. Ask, what challenges will they be facing and how can you help solve them? And boom, from that you’ll have blog posts and workbooks to create that will, 1. help your audience, 2. position you as an expert in your field, and 3. fuel your SEO.
But how does SEO even work, you may ask…
The key to SEO is to write for your audience, using their language. Sure, you need to consider keywords your audience may be using to find your content. But, I find that comes naturally when you just write as you would, if you were having a conversation with a mate, over a gin and tonic in the sunshine.
The thing is, the more user-focused content you have, the higher Google will rank you. Google loves a website that provides an audience with lots of juicy content. It makes Google look good because it answers their question through the great content that someone else has written. Genius!
It’s not about tricking SEO, it’s about working with it.
You can get way deeper into the world of SEO, but for now, this is all you really need to know. And let me tell you, it freaking works!
Tip: Squarespace has SEO functionality for your website that’s incredible easy to use.
02—Give your brand a voice
Work with any creative and they’ll ask, what makes you stand out from your competitors? It’s one of the most difficult questions you’ll be asked about your brand.
Whether you’re filling a gap in the market or just doing what you love, at the end of the day, you are the biggest point of difference. And your blog gives you a platform to shine.
Before blogs and social media, a brand was just a brand. But the thing is, the best brands have personality and made you feel something when you buy their product or service. Think the Coca-Colas, Starbucks and Nikes of the world. They made you really feel something through their multi-million dollar advertising campaigns. Today, you don’t need to be a billion dollar company to have a brand that comes to life. All you need is a purpose-driven online presence.
A blog truly gives your brand life. It’s a space you can connect with your audience one-on-one. It allows you to speak to your audience about their hopes, dreams and most importantly, their problems. It shows that you truly understand and care about them. And there’s nothing that’s more powerful than that.
Don’t shy away from getting personal on your blog. Share your ups and your downs. Share your team and what they like to do on their weekends. Make your audience feel like they’re apart of your business. But also make sure you provide value to your audience. Try to solve their problems, or at least, show how you relate.
Through your useful and personal content your audience will become invested in your brand, on an emotional level. Nail that, and you’ll never lose a customer.
03—Showcase your expertise
I can’t remember where I heard this saying, or whether it’s completely accurate, but it goes something like this: Give your best work away for free.
It’s a weird thought. I mean, why would you give your work away for free? Especially as a small business owner.
It definitely sounds silly to give away your knowledge. I mean, anyone can come along and implement the things you charge legit money for. But let’s take a step back.
Giving away your knowledge is a fantastic way to showcase how much hard work goes into everything you do. It gives your audience the reins to add serious tangible value to your work.
Imagine a customer out there who needs a brand strategy. They may download my a brand strategy workbook, only to realise there’s a lot to do. Maybe that would give them the push they needed to invest in it.
Or, maybe they take the time to work through the workbook and come out the other end with a rocking brand strategy. That’s not the end of the world! If they had the perseverance to work through the workbook, they know that you care enough to create one in the first place. That I understand them as a small business owner. They’ll share the workbook with their friends and consider me next time they’re serious about investing in their brand.
That’s how communities are built. By sharing.
Showcasing your work and all the hard work that goes into it, not only solidifies that you’re really passionate about what you do, but you’re an expert in your field. And you’re willing to help a sista out.
If all that hasn’t convinced you, then Hubspots stats just might.
Ready for a shameless plug?
If you’re thinking, ‘aw man, I’m a business owner, how the heck am I supposed to start and maintain a blog?’ Then please, reach out. I adore writing blog posts for small businesses that want to seriously connect with their audience. Maybe I can help.