Whether you’re completely new to blogging, coming up with new posts for a variety of topics or you’ve been representing your business with thought-provoking posts for years, there’s a reason for it. Every blog has a purpose, and it’s never too late (or early, for some of you) to remind yourself of these key elements of an effective blog post.
This week, we’ll be focusing on the reasons why we blog.
So, let’s get started. Why do we blog?
Blogging forms the cornerstone of the social media strategy for many businesses. Blog content gives you something to share that drives people back to your company’s website. When creating a social media content calendar, each upcoming blog post should be the first item that is placed. This will allow you to develop a more cumbersome content calendar by focusing on what the takeaway from each blog post should be.
Blogging allows you to share your personality, brand story and expertise. Depending on your company’s overall mission, blogging can allow your customers and fans to gain a more personal relationship with your brand. Brands that are known for giving back to the community use their blogs as a platform to show others what they have been donating or doing for others.
Blogging is the best thing you can do for your website’s SEO strategy. SEO is driven by fresh content with keywords, and by backlinks from other websites. A thoughtful, interesting, funny or useful blog post will attract far more links than any sales page.
While highlighting services offered and pricing is a necessity for certain business websites, try to think of what you put out there as a conversation. Would someone be able to engage in an honest conversation with a person who is shouting out sales pitches? Engage your audience with thought-provoking and poignant content that can open a potential customer up to asking questions or wanting to work with you.
Your blog content should naturally segue into a call to action (CTA):
- Buy something
- Sign up for newsletter
- Come in and _____
- Contact us
Creating content for current or potential customers creates your brand voice and furthers its overall image. Without some sort of CTA, this content could lose its luster. A CTA allows you to give an easy way for customers to follow-through with your overall goal of a blog post.
Here is a great CTA example: Check out part II of Elements of an Effective Blog Post – Promoting.