I was recently asked by Kyra, of Firetree Visual Media, to contribute to her blog with some thoughts about blogging.
Here’s the piece that I wrote for Kyra, and below it is the link to her original post.
It’s interesting that, in a world where – not that long ago – we were told to give up on writing and be led by pictures, video and sound; there are more words written than ever before. But now, instead of being on paper, these words are on screens.
And they’re available to a much larger audience.
So how can you, and your business, use that?
Can a blog help you be heard?
The short answer is yes…
Keep Your Website ‘Fresh’
Search engines keep getting cleverer. One element which Google now considers when delivering your search results is how fresh your website is – how often, and recently, it’s updated.
As a user this makes sense, if a business hasn’t posted for years do we even know if it’s still active?
In terms of your business’ website, it’s unlikely you’ll want to update the base text often – by updating your blog page, you’ll be keeping your site ‘fresh’.
Keywords for Search Engine Optimisation
As a business, you want to make the most of the opportunities for your website to be found by search engines.
Identifying those phrases which people search for is a starting point, then you need to write about them.
Writing blogs is a great way to bring people to your site when they’re asking the questions you want to answer – maybe ‘Will Commercial Photographs help my brand?’ or ‘Which camera should I use for product photography?’
A blog gives you the chance to write on a topic in a standalone space which doesn’t leave your website crowded with too much text.
So, what are you trying to say?
Tell Your Story
Increasingly, people want to buy from brands they trust and connect with emotionally. We’ve all heard that ‘People buy from people.’
In order to establish trust with your potential clients, or customers, let them know who you are and what’s special about you.
You Have Information to Share
Whatever your business, your knowledge in that area is greater than that of the general public.
By sharing that information, you’re putting yourself out as an expert – and a helpful one at that.
Once you start answering people’s questions, and especially if those readers then share your insight, you’re building trust and will become a place people go to find out more.
And be careful where you raise your voice…
Don’t shout into space
The internet is huge, and although millions of people are running searches every day, in such a huge space it can be difficult to be spotted.
Finding smaller, focused places where your message won’t get lost makes much more sense. Look for online groups, forums, or areas of social media where people are looking for the information you’re sharing. If you get it right, then these people will share your post and you’re building your audience.
Don’t Shout Where Everyone Else is Shouting
Funnily enough, Kyra asked me about this post on the same day this blog arrived in my mailbox – https://seths.blog/2018/11/signal-to-noise-ratio/.
Seth Godin is a marketing guru and teacher, with incredibly thought-provoking blogs. In this post he points out that you’d never try and have a useful conversation at a football match where everyone is shouting – you won’t be heard. Instead, go somewhere quiet…
Following on from my previous point – find spaces to communicate where, as well as not being lost, you won’t be overwhelmed.
Choose your groups carefully – avoid groups where everyone else is saying the same as you, or they are shouting louder and more often. Consider carefully where you post.