Write Compelling Content for Your Business Blog
Tracy Gerow
In the digital age, your content is your first impression to your audience. It’s important to have plenty of engaging and educational content on your business blog to promote your brand.
Let’s think of content as a person. Content’s job is to boost awareness, drive traffic to your website, and generate sales.
Attracting your audience organically.
If it’s not attracting your audience, then content isn’t doing it's job in a way that'll work for you.
Blog content writing for businesses
Understand Your Target Audience
The first step to having your content work for you is to understand your audience.
Who do you want to speak to? What are their pain points?
stack of marketing books to help plan out business blog
It’s tempting to want to speak to everyone.
To quote Meredith Hill, “When you speak to everyone, you speak to no one.”
Choosing to speak to one person, allows you to cater your content to that person. Allowing the reader to feel like you are speaking to them.
This doesn’t mean that people outside this persona won’t reach out to you. It means you are aligning your content to attract your ideal audience. An audience that's looking for you.
When you think about your target audience, do they prefer a casual tone? Humor? Or are they a bit more formal?
You must do your research to determine the type of people you are serving. This will be where you will find your brand voice and tone.
Make Your Business Blog Content Valuable and Relatable
Now that you understand your target audience you can create content for them that is valuable and relatable.
uniquely painted wall with the sign "this must be the place" to signify finding the right information online
Providing educational content like articles and how-to blog posts are easy to digest. They provide insight and solutions to problems. Allowing the information to be put into practice.
Think of every piece of content that you put out there as an answer to a frequently asked question.
Doing this not only helps your current audience but allows a future audience to find you online. Finding you through search inquiries doesn’t happen by chance. This is strategically done by optimizing your content with keywords your audience is searching for.
Utilizing SEO Strategies to Stand Out
The whole point of a content strategy for your business blog is to drive traffic and generate sales. Utilizing SEO on your website will increase visibility and attract more customers.
Aka, your website working for you, not against you.
SEO can be a huge learning curve, but so worth it once you get the basics down. Before you even begin the writing or creating process you want to do your research.
Keyword research will guide you to what is commonly searched for on your topic. You will want to use them throughout your blog post and website to rank, but be very careful not to overuse them. It should be a healthy balance, and it should read naturally.
No keyword stuffing, search engines don’t like that, it will have the opposite effect of what you want.
Break Up the Text By Incorporating Visuals and Space
Unless you’re reading a novel, most people don’t want to look at a page of just words. You want to break up your copy by allowing space in your writing.
cool grey cat with sunglasses on
Short paragraphs = thumbs up,
Long paragraphs = thumb down.
If it makes sense, adding visual elements like images, gifs, videos, or charts makes your posts more engaging.
This doesn’t mean you can start adding pictures of your cat because he’s cute. Your visuals have to be relevant to your content. So unless your blog post is about your cat, you will want to avoid using pictures of your fur baby.
A great way of incorporating video is by repurposing your blog content into video posts. Whether that’s on YouTube or social media, then you can add those videos to your blog.
Outsourcing Your Blog Writing
Writing long-form content for your business blog can feel overwhelming. The thought of having to write 1000 words or more can be anxiety-inducing for some. This results in the content either not getting created consistently or at all. Producing undesirable results.
If writing isn't your strong suit or you lack the time, you can outsource your writing projects to a writer and increase your content production.
Content writers can create blog posts for your business using your brand voice. This will give you the freedom to work on other aspects of your business stress-free.
Are you ready to take some weight off your shoulders?
Hire a writer for your business’s marketing strategy! I offer content writing services for entrepreneurs and brands. I’m currently accepting clients for SEO blog posts, articles, and website copy. Reach out to me to discuss your project needs!
Tracy is a photographer and content writer based in Michigan. She has run her own business for 7+ years and loves helping other business owners and brands from all over, sell their products and services through written content, photos, and videos. She has earned accreditation for portrait photography and certifications for SEO, copywriting, and content marketing.
When she’s not working, she loves being with her family, reading novels, and baking desserts (primarily cookies).
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Posted Jun 25, 2024
Writing content for your business blog can be time-consuming. Consider these things when crafting your copy, so your content can work for you, not against yo…
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