You’ll put off blogging for your small business if it isn’t fun or you can’t see the value in doing it.
But, if you’re not blogging, you’re missing out on one of the most cost-effective and authentic ways to market your business.
Because everyone likes fresh content.
Google and Other Search Engines Like Fresh Content
When you add new content through your blog:
- The more opportunities you have to optimize your content for search (SEO)
- The more often search engines visit and index your content. When search engines don’t visit your site, they’ll assume your site is inactive (and so will your customers)
- The easier it is for people to find you when they’re looking for a problem you solved in a blog post
Your Old Content Has More Staying Power As Long As You Continuously Add Fresh Content
HubSpot says 75 percent of its blog views and 90 percent of its blog leads come from old posts.
People Like Fresh Content, Too
If you’re not blogging, you’re missing out on business because small businesses that blog get 126 percent more lead growth than small businesses that do not.
The only thing blogging costs is time.
If you have time (about 2 to 4 hours per week), here’s what blogging can do for your business:
- Drive traffic to your website
- Establish yourself as a thought leader in your industry
- Build trust and credibility with your audience
- Develop and keep loyal customers
- Grow your email list (your tribe)
- Build a content library. You can always reuse and repurpose your content for email marketing, speeches, books, videos, webinars, courses, social media, and more blog posts.
- Become profitable. Yes, people who blog become profitable as long as they stick with it for very long periods of time
If You Hate to Write…
Blogging for your small business can be hard if you don’t like writing. There are, however, so many other ways to create content.
Podcasts are one of the easiest and most popular ways to create content. You can extemporize for 5 minutes on a topic that’s important to your customers. You can also interview other thought leaders. You can invite guest speakers while you host your own show. Additionally, you can transcribe the content to give your customers a richer experience in just one blog post.
A 250-word blog post is about 10 to 16 text messages. Knowing that, can you imagine texting your next blog post by texting?
Use mind maps to come up with topic ideas, outlines, and content types. You can also use Canva or Lucidpress to create fun graphics for quotes and infographics. In other words, find content types you like and are willing to stick with.
Videos boost both email click-through rates and SEO. People will spend more time on a website that has video than on one that does not. So, consider developing videos to improve your own content marketing.
Webinars are another way to get your audience’s attention and develop their trust. You can also repurpose webinar content into other kinds of content. For example, this blog post started as a webinar.
“Delegate” has become one of my favorite words. You don’t have to do everything yourself, including blogging for your small business. In fact, time management experts tell us to focus on our core competencies while delegating everything else.
Delegating blogging will be easier when you have a blogging template you can give to staff and freelancers.
If You Want to Write…
Here are some ideas on how you can incorporate blogging into your workflow.
Write with a Group
Some tasks are better performed with groups. Groups provide accountability, encouragement, and company.
Write Somewhere Else
Because mobile devices make it possible to move around, you don’t have to write just in one place. Maybe you write better in a park or a café or a shared workspace. When you start to feel stale in one environment but don’t want to go back to the home office, move.
Write Real Fast
The faster you write the better. When you slow down to edit before you’re finished writing, you’ll bog down in the writing process. Don’t worry about punctuation, spelling, and grammar. You can worry about those things later.
Rewrite, Reuse, Repurpose
Maybe you have an old article that you can rewrite. Maybe you have recordings from a concert that you can turn into blog posts. Just look in your closet to see what you have.
Create a Routine
To write more, James Chartrand of Damn Fine Words and Men with Pens says to create a routine that “trains your brain to write on demand.” However, don’t delay your writing with elaborate procrastination rituals. Instead, come up with something as simple as taking a few sips of coffee. You can try a few routines to see what works best for you.
Change Your Mindset
Think about how you get kids to do something they don’t want to do. Sometimes you bribe them. You may feel better, though, when you encourage them by saying “this will be fun.” This trick works on adults, too.
Use Self-Talk That Works
I’ve never been a big fan of aphorisms until I started using one I found in Carolyn See’s Making a Literary Life. I don’t know why going for a walk and saying, “I see it, I feel it, I know it, I’ve got it” helps me focus on writing. I just know it does.
Blogging for your small business lets you write directly to your audience about the things they care about.
You can find ways to make the writing process fun or at least interesting. If you’d rather not write, you can find content types you like creating or delegate blogging to someone else.