Most of you know that business blogging is beneficial. For those of you who are not aware of the benefits, here’s a quick primer.
A study done by Hubspot shows that companies who blog generate
- 55% more website visitors to their website- The more the number of people who visit your website, the higher the chances of making additional sales. Although visits does not directly equate to sales, if you optimize your site for conversions, most of the times it will turn out to be true
- 97% more links to your business blog- Let’s face it. Link building is hard work. As any small business owner about SEO and he’d point out how difficult it is to get links. And who wants to link to boring business pages anyways? Create interesting, share-worthy content and you’ll gain links
- 434% more indexed pages- The more the number of indexed pages, the higher the chances of people finding your business (Remember: Quality trumps quality. So if you think having 1000 low quality pages on your site is going to beat another site with just 10 pages but very high quality content, good luck!)
If I was paid 1 dollar for every time someone asked me about the type of content they should create, I’d have a few hundred dollars in my account that way by now.
I have tried to address the question in my article where I talked about creating content that sells. I’ll try to cover the topic of business content creation in more detail in this article.
What kind of content should I create for my business website/blog?
Whether you have a website or a blog, the type of content that you create should serve one single purpose- to inform your users. It can be about your company, about your price structure, service guarantees or even articles that provide no B.S solution to their problems.
Enough of preaching; now that you know providing value to your users should be the ultimate aim of your content creation strategy, let’s dive right into the planning and execution part.
Finding the right topics to write about…
Isn’t it funny that most business owners don’t know what to write about when they start blogging for their business? I am sure if customers come and ask you questions, you’d be able to pull it off very well. Then why not replicate the same thing over at your business blog as well?
Create content that answers your customer questions.
Create content that educates your users.
Create valuable content that can convert visitors into prospects, prospects into customers, and customers into brand advocates.
What if I do not know what my customer needs to know?
If you don’t have a full fledged sales team or have several years of experience interacting with your customers, chances are, you are not fully aware of all your customer concerns.
In such cases, make you of proper keyword research. If you do it properly, you’ll be able to generate content ideas that could potentially last you for years even if you write articles every single day.
Combine the power of keyword research with your hands on business and customer experience, you have a killer combo!
7 business content creation tips to rock your business blog and generate high quality leads
#1: Write content which your customers can relate to
If you are a real estate agent, you’d want to create content that revolves around buying a house, selling it off, re-financing, and other topics which your customers can relate to and would like to read about.
If you are going to write article after article about the state of real estate industry, how to become a real estate consultant or even analysis of the real estate market with fancy charts and figures, most users are going to get bored and not pay attention.
#2: Create a resource hub
Dave from Oahu-Scuba.com does this perfectly.
If you look at his blog, you’d see valuable content that his scuba diving readers would want to read about. Not only does his content connect with his readers, it’s also helpful for them.
It’s an absolute goldmine for people who are new to scuba diving. His blog is slowly becoming a hub for scuba divers- both experienced as well as newbie divers.
Disclaimer: Dave is one of my content marketing clients.
#3: Ask your readers
At least 75% of the article ideas I come up with are based on reader feedback.
When someone downloads my e-book, they are sent a welcome mail. Inside the mail, I encourage them to reply to me with their business concerns and try to help them out as much as possible.
From the interaction my emails generate, I can come up with hundreds of blog topic ideas to write about. Not only is this a great idea generation exercise, it’s also pre-validated – I know that my readers would like to read about the topic I have in hand.
#4: Don’t obsess over negative feedback
There are times when you receive negative feedback for content you create. Sometimes it might be regarding the writing style or people disagreeing with your thoughts.
Your goal should be to put out content that you believe will help your audience. You cannot please everyone all the time. I strongly recommend Hostgator for a small business web hosting. Just because one or two people might have had bad experience, it doesn’t mean I have to withdraw my recommendation (Millions of others have positive experience).
There will always be people who disagree with you. Just don’t let negative feedback bog you down. If you receive constructive criticism and you think you made a mistake, accept it and move on. If not, let trolls be trolls!
#5: Start small. Aim big
When you are starting your business blogging efforts, you’ll always have to start small. Most small businesses cannot afford to hire tens of paid bloggers and thousands of independent contributors like the Huffington post.
Even if you can come up with only one article a month, go ahead. Get started with your content marketing road-map and follow the plan. Sooner or later, you’ll be able to turn your business blog into a resource hub.
Aim to be the thought leader in your industry. Not just another business that blogs!
#6: Don’t be afraid to ask for help
Smart business owners know that seeking professional help when required is the right way to go about doing your business.
Trying to do everything on your own is most probably going to be a disaster.
You may be good at writing content. If you are finding it difficult to create a content marketing roadmap, why don’t you hire an expert who can tap into their expertise and help you out in a matter of days instead of week of months when you take the DIY route?
#7: Use the language your audience uses
Educational books put me to sleep. It’s full of jargon’s which I can hardly understand. Same is the case with most research papers.
Do you think it would be fun to read blog posts that read similar to research pieces that put you to sleep?
I don’t see how that’s fun- not for me at least.
I’d rather read something else which uses the language I understand and can easily connect with.
Stop using third party, business tone in your blog posts. Be casual and write as if you’d speak to your ideal audience.
If you are in a B2B sector where your audience is mostly C level executives, then going too casual may not be the route you want to take.
The message is simple- Write as if you’d talk if you come face to face with your ideal target audience.
Over to You:
What type of content are you creating for your business? Share your thoughts with me in the comment section.