Why your blog might not be the marketing magic wand you’d hoped
Let's face it, running a small business is a whirlwind. You're the CEO, accountant, janitor, the social media guru and everything else in between. So, the idea of a blog – a content machine that attracts customers while you sleep – sounds pretty damn good, right?
But hang on a second! While blogging can be a powerful marketing tool, for many small businesses, it becomes a time-consuming black hole that doesn’t deliver the results they desire.
Let’s take a look at why blogging for your business isn't as easy as simply publishing articles to your website.
Are you taking the right approach?
You know your industry inside out, but crafting compelling content that resonates with your audience while simultaneously driving your business forward? That's a whole new ball game. Setting objectives for your articles, researching topics, finding the right voice, explaining things clearly, and staying on topic – these are skills that take time and practice to hone.
Are you writing for a business blog?
I often find that the last time people had to write anything longer than a shopping list is when they were at school, college or university, and so they automatically revert to this kind of writing when they come to write a blog for their business. The truth is though, academic-style writing leads to very (very!) dry, waffly, and hard-to-read blog posts. The two require completely different styles of writing.
Do you know how people read online content?
People read content online completely differently than it’s on paper. And, it differs again whether they’re looking at the content on a computer or their phone. Think about how you feel when reading a book, or an article on your phone. It’s so much easier to become absorbed by the book than something on a tiny screen.
This requires you to understand the psychology behind people’s reading habits, which involves knowing how to use headings and subheadings, white space and formatting.
Are you good at writing?
Let's be honest, good writing takes time and effort, and it’s a skill some people just don’t have. Between typos, grammatical errors, and a bland tone, your blog could quickly turn readers away. And, once you’ve lost the interest of that potential client, it’s hard to get their attention again.
If you’re not confident in your abilities it’s time to get professional help (of the copywriter variety!). Professional writers should be skilled enough to ensure your content is polished and persuasive, easy to read and engaging. However, I know not everyone has the budget to outsource their content creation entirely so I also offer a halfway house solution, where I review your writing and help you to conquer the skills you need to boost your blog.
Are you ticking the SEO boxes?
Keywords, html tags, readability, inbound and outbound links. Am I making any sense to you? These are all things that can impact whether your blog appears in search results.
While SEO can seem like a black art, even a basic understanding of what search engines are looking for can help massively improve your chances of being seen.
Do you have the time to keep creating content?
Building a loyal readership takes time and consistent content. But, being realistic, do you have the bandwidth to churn out high-quality posts week after week, especially on top of everything else that comes with running your business (and household, while you also fit in the time to have a life!)?
Outsourcing tasks is the only way to successfully grow your business, and surrounding yourself with the right team can help protect your sanity and your time.
If any of these resonate with you, then it’s time to consider bringing in a pro, like me! Think of me as your blog's secret weapon. I'll help you cut through the noise, attract the right audience, and turn your blog into a marketing powerhouse that delivers real results. Leaving you time to get on with whatever you do best (which I bet I can’t do!).
If you’d like to see how I could help transform your blog and, in turn, the rest of your marketing strategy, give me a shout.