How to create and maintain an effective business blog

How to create and maintain an effective business blog

More and more small to medium businesses are discovering the beauty of blogging. If it’s done well, blogging is a great way to engage and interact with customers – and potential customers, and position themselves as an expert voice in their industry.
A blog is basically an online opinion or information forum; where you can impart knowledge, information and opinions with your readers. A blog that is done well can help grow your business, connect you with your customers on a meaningful level and create strong brand awareness.


Plan ahead
In order for your blog to work for you, you must first decide what it is you want your blog to achieve. The most common goal of a business blog is to position your brand as an expert and engage your market – letting them know what you can offer in terms of both information and product and/or services. Define a clear goal for your blog and ensure each blog you post answers that definition.



Get real

Blogs take work. They need to be planned, written and posted on a regular basis (at the very least, once a week). Make sure you have thoroughly allowed for the time this will take. Staring a blog, then running out of steam can do more harm than good. If you don’t think you personally have the time, you can engage a company or marketer to take care of this and ensure continuity.



Give them what they want
People want information, and you are in the position to give it to them. Provide your readers with information and opinion that is useful to them. You can of course use your blogs to plug your business and services, but ensure there is more to your blog than simply a plug. Many business blogs make the mistake of focusing completely on opinion and personal experience without considering the vital question ‘what’s in this for the reader?’.
Make it easy to read
There are many templates for blogs for you to choose from, whether you decide to have a standalone blog site or link it to your existing website. As with all online activity, ensure your blog is designed to be used easily on a variety of devices. It’s not a difficult process, once you have chosen a template, most of the work is done for you.



Style and substance
A blog is your way of communicating with your readers, so have a style that is appropriate to your content. No matter what the topic of your blog, it is usually best to stick to an easy conversational style. Spell check your words and check your facts. It is essential that you can be relied upon as an expert voice.



Keep it short
Be concise and to the point. Generally speaking, do not let your blog run over 500 words or you risk losing your readers attention. If there is more information to include, consider linking to your website or another source of information delivered in a different style such as video or infographics.



Be present
Part of the beauty of a blog is the ability for readers to comment. Do not simply post your blog and forget it. Stay present with the blog when you can and respond to comments in a professional manner. Use these comments to guide your marketing by taking note of which blogs generated the most comments; which topics did not seem to engage.


To learn more about the many facets of digital marketing and how it can help your business grow, take a free digital health check, phone 1300 853 769.