A business blog is one of the most underrated marketing resources of recent years, especially in this part of the world.
It is often relegated to the voice of the institutional site and timidly updated in very rare moments of inspiration.
Yet a well-built and constantly updated blog offers absolute value to companies of all sizes, from multinationals to small artisanal companies, on multiple points of view.
Let’s look at a few numbers and percentages, to make you understand the importance of the activity:
- Small businesses with a blog see their business contacts increase by 126% compared to those without (source: Hubspot );
- 61% of users say they buy more willingly from companies that often post content (source: Dragon Search Marketing );
- 409 million people view 22.2 billion blog posts every month (source: WordPress).
This doesn’t touch on the undoubted benefits of indexing, with 97% more incoming links for business websites that own a blog.
A blog essentially helps the brand image, brings new contacts and customers, increases the visibility of the company without live costs related to advertising.
A miracle? Not quite. Many of you definitely already have a corporate blog, yet they struggle to see great benefits. It’s normal because it’s probably missing the right content and the right refresh rate.
For this reason, today we go to see some tricks to get inspired and create a solid and effective editorial plan by answering some frequently asked questions.
How many articles do I need to write per month?
The right answer would be “a lot, practically every day”, since companies with more than twenty monthly posts have five times the traffic of entry compared to the others, but for those who do not have an editorial team in charge it would be a pace almost impossible to maintain without losing quality.
A good average would be one item a week, every week. If there are more people in the company with something interesting to tell, it might be smart to involve them in the production of content. Not only will there be more entries and more views in the blog, enriching it, but the load will be evenly split.
What to write in a blog post?
It is a matter that scares many, because you are always afraid of getting the approach wrong or writing something that nobody cares about.
The risk is there only if we do not think about who we are talking about and what we try to offer him in exchange for his attention.
The idea is always to process the idea from a central topic, with the purpose of helping a specific person solve a specific problem.
An often winning and relatively simple approach is to offer real resources to the potential customer who, reading the blog, can find solutions to their problems or ideas to improve their life or work, in case you speak to other companies.
Alternatively, there is a second approach that can coexist with the former, which is to position itself as opinion leaders by offering insight and fresh trends to colleagues and other industry players.
Resource posts for your customers
Posts of this type are intended to attract new customers by providing them with free, timely and up-to-date information and resources to help solve problems or improve an aspect of their lives.
Typical examples of posts are practical articles and guides, they have proven to be the most targeted method to target new leads in the conversion funnel, because they go to intercept a rather common search intention.
If your posts appear in a Google search and users find the post useful, they’ll probably come back to the blog for new articles in the coming weeks. In the end, they might decide that it’s easier for them to use your products and services than to learn everything on their own, and your expressed authority in the content would put you in a good position even in the case of direct bargaining, because the prospect has already associated positive qualities with the brand. It’s the basis ofinbound marketing,in short.
Posts from Opinion Leader
You can talk to customers, of course, but there is also another option that some companies can exploit when they want to unravel a topic more thoroughly, abandoning a more “generalist” approach.
The posts from “Opinion Leader” are intended to inspire and, why not, educate the insiders in their field, keeping them updated from a technical and methodological point of view, offering ideas for reflection and new trends to keep an eye on.
It may seem unintuitive to write for people who will NEVER be potential customers, but those with above-average skills can position themselves as leaders in their industry.
If you can engage other insiders, there will come interesting opportunities such as interviews, blog posts about your company, quotes in industry lists and, why not, speeches at conferences as guests and not as sponsors. All this brings traffic, visibility and – above all – conversion opportunities.
The problem is that becoming opinion leaders isn’t exactly a triviality; if you hang out on LinkedIn and some Medium themes, you’ll have noticed how desperately many professionals try to position themselves in this category with sometimes pathetic results.
To do this takes time, a lot of time, and above all show genuine passion for what you do.
Ah, trivial precisely, but better not to take it for granted: to be “opinion leader”, the suggested thoughts, techniques and tutorials must be original.
Copying an English guide and changing two words is fine for a disposable article, but it certainly doesn’t bring many benefits as a long-term strategy.
How to find a topic to write about?
This is the classic problem of writing: maybe you have an interesting idea in mind, but you can’t translate it into a clear, readable and compelling format.
This step is probably the most difficult: being able to process a first argument. Sometimes, to find what to talk about just think about your customers.
SEO, moreover, teaches us that the best way to create content that generates organic traffic is to intercept the search intentions of our potential customers; Answering the questions of those who already buy from you,and with whom they probably share more than one affinity, is a great recipe for success.
So, let’s start by asking ourselves what your customers want: what kind of questions do you have and how could you answer them in a blog post? If you start to notice, you’ll notice how customer feedback alone is enough material for months of blogging.
Also try to write yourself down somewhere and pin yourself somewhere when you learn something new; also remember that what you seem trivial, being now customary, cantake a turn in someone else’s life.
How do I structure a blog post?
The structure of a blog post, except bold experiments that I think do not have to tanger too much, is almost the same regardless of the type of topic and the theme.
One could say, trivially, it consists of:
- Introductory part
- Body of the article
- Concluding part
- Call To Action
Yes, nothing you didn’t know before, except perhaps the presence as a separate entity of the opening paragraph. Let’s go see them specifically.
The title is paradoxically the most important thing about the article, at least from the point of view of marketing, because on it we play the possibility of being clicked.
A good title must be able to arouse interest, engage the potential reader while remaining descriptive and aligned with the real content (no clickbait, no promises that can not be kept).
Some tricks for writing an eye-catching title are:
Use numbers to give you an idea of the highlights of the article (“4 tricks we learned from the luxury market this year”);
Use adjectives that elicit an emotional reaction (e.g. perfect, fun, free, essential, etc.);
Use What, Like, Why and When (“Why tear your eyes when we cut an onion?” or “How to move without stress”)
Promise something bold, titillating, that challenges the reader to deepen.
You can mix them together, of course, such as: “How to sell a house without even taking your pyjamas in 24 hours”.
You could talk about the title for hours and it’s objectively one of the most complex things to decide. Before you press “public,” try just getting someone to read the headline and let them tell you if they’d open an article called that; otherwise try it all over again!
The average attention span of a person while sailing is less than that of a goldfish. Literally, because a user typically gets distracted after only eight seconds. For this reason, the opening paragraph must be able to offer a very good first impression and keep the attention high. If we get lost in endless anecdotes or frivolous introductory hats, we can’t get the reader’s attention as he leaves.
The opening paragraph also serves to better explain the title and briefly outline our thesis. Taking the example above, you can immediately state how easy it is to sell the house in a day if you follow X small tricks.
Good ways to keep your attention high are quotes (both ducted, or people close to the reader as a role or industry), questions (“Even for you selling a house is a crossroads with too many stops?”) or a strong statement that you are sure to be able to prove by the facts (“After what you read, just the idea of getting help from a real estate agency will make you die of laughter”).
The real reason we’re writing in the end.
It is the heart of the post, where we go to present the thesis that we announced in the title and in the first paragraph.
Each blog post makes history in its own right, but it’s still important that the arguments are logically and consequentially exposed; it’s not necessary for everything to fit into a point structure or a six-seven-to-twelve-step process, but you can’t cast it in a ruffled way.
One way to make sure you stay on the topic is to create a lineup in bullet points,so you know right away how to structure yourspeech. From the lineup then there is only to actually write the text, then use it to divide the post into main sections with many subtitles.
Quite simply, it is the way in which we summarize the value offered in the article, summarizing in a few words the salient elements and pulling the sums of the whole central body.
Call to action
If the reader has come to the bottom, he is probably quite involved, so it may be an idea to greet him with a Call to action,that is, a nice call to action.
It doesn’t matter that it has commercial purposes; it can be a link to another guide, Instagram account, or case study. The important thing is, excuse the somewhat alienating term in this context, educate the user to perform an action before closing the page.
The secret remains constancy
The moment you understand what to write and how, you just have to put yourself under and produce so much, so much material to share.
It takes months to see the first results, and the first few attempts may not give much satisfaction.
However, if you put the user’s needs in front of everything and maintain a certain consistency in the publication, the results can only be positive!
Business blog has the potential to widen your business reach and grow your profit to up to 900% monthly when done properly? What’s delaying you?
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