6 reasons to start writing business blogs in 2020

Feb 17, 2020 | Business Website, Education & Training

We’ve all promised ourselves we’ll start writing more about our businesses in 2020. We’ve all looked at successful business bloggers and thought, ‘This would be great for my business!’

However, this often slips by the wayside when it comes to the day-to-day responsibilities of running a company. But as a content manager and a content marketer, I’m here to persuade you to start writing blogs – right now! So, if you haven’t yet committed to blogging regularly, here are 6 reasons why you should make writing business blogs a priority in 2020.

1. Business blogs can improve your site rankings

You may not have thought about this before, but did you know that writing business blogs can improve your website rankings?

The greatest thing about writing a business blog (or any blog!) is that you create an entirely unique webpage for your site. And when properly optimised with SEO keywords in mind, this is another page that can rank in search engines. And another page that could be found by someone doing a Google search.

If you’re not entirely sure what that means, you should find out more about why SEO keywords are important!

Google loves sites with new, unique and useful content. It also loves websites that show high levels of user engagement (signals like lots of time spent on page and lots of pages visited.) So, the more (optimised) content you write, the higher your user engagement will be and the more likely it is that your website page rankings will improve.

2. You can build trust with your customers

Writing business blogs also helps to build trust with your existing and potential customers.

We live in a digital world. And the days of the traditional, face-to-face sales rep are dwindling. This means that when making purchases, customers are used to having all the information they need to make a decision at their fingertips. There’s a lot of evidence to show that customers these days like to do their research on a company, its reviews, products and services before or even instead of a sales conversation.

If you sell a product, blogs focused around reviews, testimonials, product use, or product features will help your customers to self-educate. The more they know about the product, the more likely they will be to trust you enough to purchase.

Failing to include more information for your website visitors to self-educate may be the difference between making a sale and losing to a competitor.

3.Business blogs show your expertise

Another great reason to write business blogs is to demonstrate your expertise to your customers.

If you offer a service (then aside from being a perfect customer for us!) you’ll also no doubt be up against a lot of competition for this service. You’ll need a way to stand out from all the other businesses and freelancers that offer what you do.

Business blogging can be a great way to stand out from the competition because this can demonstrate your expertise. We’ve already talked about how customers like to self-educate. And this means that your potential customers are likely to read any blog content you write. So, why not write a blog about you – your qualifications, experience, or even why you got into your line of work in the first place?

Of course, this is all part of building trust with your customers; if they recognise you as an expert in your field, they will be much more likely to buy from you.

4. Your visitors can get a feel for your personality

Here at Engaging Content, we always say ‘people buy people.’

When selling a service, your customers are ultimately buying into you. Being able to learn about you, your values, and why you do what you do helps your customers and site visitors get a feel for your personality.

You should think of writing business blogs like starting a conversation between you and your potential customers. They help you and your personality to come across even before anyone has picked up the phone to speak to you. And coming across as friendly, open and welcoming through your blog will help you to create a great first impression with your potential customers before you’ve even had chance to speak to them.

5. You’ll close more sales by writing business blogs

People often see blogging as a tool to nurture existing customers – to keep people clicking back to the site. However, you may not have considered that you can actually attract new customers by writing a regular blog!

If you’re optimising your content for SEO and using blogs as a way to increase your rankings, new visitors are likely to come across your site. And sharing your expertise, knowledge and personality is likely to keep them reading. 

On average, people need about 6-7 interactions with a company before they trust them enough to buy from them. So, you’ll need something on your site which hooks them and makes them want to come back. As interesting as your service is, I promise your site visitors won’t come back to your site 6-7 times to read your service pages. But they might come back to read more of your blogs!

6. You’ll also get better quality customers

It’s a no-brainer that if your website rankings increase, you’re building trust with your customers, as well as showing your expertise and personality, you’re likely to get more customers. But these new customers will also be better quality customers!

Hear me out…

If you’re authentic with your blog writing (which you always should be) you’ll be putting out useful, engaging content that shows your personality and expertise. This means that people who are receptive to this information and who are interested in the service you offer will get in contact with you. And anyone who isn’t interested in you or your service won’t!

This means you’ll waste less time on enquiries from people who don’t see the value of what you do, or whose personalities don’t align with yours.

Do you need help to get started with writing a business blog?

Of course, we know that with all the best will in the world, blogging often gets overlooked. Especially when you’ve got a million things on the to-do list!

That’s why at Engaging Content, we offer two services to help business owners who want to make blogging a priority:

  • A 2.5 hour interactive blogging workshop – learn the basics of SEO, content marketing, content writing from a professional business blogger.
  • An expert blog package – monthly blogs written by a professional content writer, fully optimised around optimum SEO keywords in line with your style and brand

You can’t afford to avoid business blogging in 2020. So, get in touch if you’d like any more help to start!