Blogging for a business is very different from personal or media blogging. After all, the point of business blogging isn’t just to “put yourself out there” but to actually grow your business by drawing in new customers and retaining current customers. Because of this, inbound marketing blogging best practices are somewhat different than those for other types of blogging. Here are few inbound marketing blogging best practices we keep in mind at JZ Marketing and Communications:
Leverage the Power of Compounding Blog Posts
We recently posted a whole article about this one, The Art of the Compounding Blog Post, so I won’t go into detail here, but the idea is to make sure at least 10% of your articles are evergreen content that will continue to grow over time because it is highly relevant information with no expiration date.
Non-Branded Keyword Content
This one kind of goes hand-in-hand with compounding posts. It’s tempting to put a sales pitch for your company into every article you write, but that would be a mistake. Readers don’t necessarily want to always be hearing about your specific company. Some of your articles should be about larger industry trends or provide high-level information about product categories that readers will find valuable. This kind of content will pull in search traffic that has nothing to do with your specific company, at least at first.
Poll Readers for Future Topics
You might think you know what interests your readers, but how do you know you’re right? One simple way to make sure you keep your business blog relevant is to occasionally ask your readers what they want to see in your articles. This can be a great way to provide not only the topics your readers want, but also in what forms they want it – text, video, infographics, audio, etc.).
Read, Read, Read, and then Read Some More
It’s no secret that the best writers are also the people who do a lot of reading, but most importantly is that their reading ranges far and wide beyond their particular industry niche. If all you ever read is stuff directly related to your business, your blog writing will undoubtedly suffer. Do this and you’ll be pleasantly surprised at how much better your business blog writing becomes.
Cut Yourself Some Slack
If you try to make every single blog post the perfect thought leadership piece that goes viral, you will only become increasingly frustrated and ultimately completely disappointed with yourself. No one hits a home run every single time they’re up to bat, so give up on the idea that every single blog post you write has to be a home run. Nobody can do that. Perfectionism will kill you and your business.
Let Yourself be YOU
Just because you’re blogging for your business doesn’t mean you have to jettison your unique personality. Far from it, your business blogging will be better if people can see the real you. Whoever came up with the idea that business writing had to be devoid of the writer’s personality was just plain wrong.
These are just a few of the inbound marketing blogging best practices we keep in mind here at JZ Marketing and Communications to make sure our clients reap the rewards of the blogging component of their inbound marketing efforts. Want to learn more? Contact us today!