Every successful business relation rests on trust between you and your customers. Still, proper communication is a key to establishing and fortifying this bond. Sometimes, it will take some time for them to become a customer and what better way to get to know you, to see your niche expertise, your opinions and your corporate values than through your content. With that in mind, here are a few tips on how to properly run a business blog.
Find a good writer or become one
First things first, in order to make a good content, you need to find someone capable and motivated to write it. No matter how simple this may sound, it is anything but. Finding a good writer may seem like an easier route, but it is usually a costly one. You see, simply finding someone with a likable style isn’t enough. You also need to find someone who understands the essence of your company and is familiar with your industry’s trends and terminology. Finally, even if you are successful in finding such a person, they definitely won’t offer their services for free.
On the other hand, improving the quality of your own writing isn’t as difficult as you may think. First, you would have to find your voice and use it to create your online persona. Next, you would have to look for topics that your audience finds interesting enough and dedicate yourself to exploring them in a quest for inspiration. Finally, you would have to find a way to add some value to your content if you want your readers to like it, which you can do by paying attention to the reviews of products they find interesting or through some informative guides.
Pay a special attention to your keywords
Another thing you need to keep in mind is the way you use your keywords. You see, keyword research for SEO is vital for increasing your website visibility and finding the right ones is bound to boost your traffic significantly. On the other hand, putting them in your content out of context or simply making them look unnatural can backfire in more ways than one. Therefore, you need to learn how to A) do proper keyword research and B) use them in a natural and relevant fashion.
The adequate use of visual elements
According to various surveys, 8 out of 10 people don’t read past the headlines. Sure, creating an especially intriguing, engaging or even outright controversial headline may encourage one to at least skim through the text, but there are other ways to do so. For instance, you could turn to the aid of various visual elements such as infographics, graphs, videos or even stock photos. When it comes to this, however, make sure to ask for permission or at least adequately credit the author in order not to commit a copyright infringement. For those who find this too tedious, there is always an alternative of finding free stock photos and using them instead.
Even in a situation where you fully commit to writing or find an ideal person for the job, the amount of work that needs to be done can sometimes be overwhelming. You see, aside from creating a content of a certain quality, you also need to post as regularly as possible, seeing how quantity is a quality on its own. In other words, posting something once every two weeks can get you completely forgotten even by some of your most die-hard fans. On the other hand, you may have nothing new to write about, in which case desperately trying to publish something might result in a declining quality of your blog.
Thus, it might be for the best to look for quality contributors. Still, in order to maintain the aforementioned quality, you might want to check their portfolio beforehand and create ironclad guest post guidelines for your blog.
In other words, while quality does come first, there are a few other things that deserve your attention. You want to encourage people to read, which is why you need to try engaging more than one of their senses at the same time. Moreover, it doesn’t matter who wrote a piece, as long as it meets the criteria your visitors have for your blog. Running a blog is same as running a business – there’s no place for vanity.