Business blogging is regarded as the domain of experts, experts willing to spend lots of time each day telling the world about an industry or a sector. We’ll call this “hard blogging”. The benefits of hard blogging are many, but the time commitment of hard blogging is usually a huge deterrent so most SMBs balk at it because they feel that a) they don’t have the time to think up analysis or insight that anyone would read, and b) there’s nothing to blog about my business that my customers would be interested in reading (e.g. after I buy a granite countertop for my kitchen, I’m probably not interested in following the granite countertop industry).
An alternate form of blogging that brings its own basket of benefits is what I’ll call “soft blogging”; not blogging analysis but rather easier, once a week, announcement-like content. Here are five examples:
A key element of this strategy is that the blog must be part of your main website (or a subdomain) so that the search engines will then see it as part of your website. This approach is search engine ‘gold’. You are adding new content to your website on an ongoing basis (I’d suggest once a week) and you are educating search engines (i.e. Google) about what you do.
In some ways for many companies “soft blogging” is more beneficial than “hard blogging”. Testimonials and /or a portfolio of projects is often a more powerful aid in getting new business than stating your opinion on topics many of your prospects will likely not have the time or inclination to read. Getting new business is the acid test after all; will this activity bring you more business? The answer is yes. This approach will bring more visitors to your website, and you will convince more of them you are a real company that has happy customers. More visitors will identify themselves and ask questions and request quotes. Go “soft blogging”!
About Ritu Singh
Ritu has over 10 years of experience in planning, facilitating and executing marketing programs. She is passionate about marketing and driven to help start-ups and small to large companies market products and services online and offline.
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