If content is king, consistency is key.
One of the best ways to dominate in business is to simply be consistent. This is true for many areas… consistent branding, money tracking, voice, customer service… consistency builds trust in your brand.
When it comes to your online marketing, though, one of the most powerful areas to focus on consistently is your blog. Here’s why:
If You Don’t, You’re Dead
If you’re not posting regularly to your blog, you risk a potential client assuming that you’re a dead business. They’re not going to waste their time trying to reach a business that doesn’t seem active, or perhaps worse, doesn’t care about communicating with their customers regularly.
Increase Your Digital Footprint
Each time you post a quality, useful blog, you are increasing your chances of showing up when someone searches in Google for that topic. The effect of increasing your digital footprint can mean way more traffic to your website, and a much faster growing database.
Answer FAQs
If you get asked a lot of the same questions over and over again, it can get a bit annoying. If you have a blog, this is your chance to answer these questions once and for all. The next time you get asked that question, you can direct them to your blog, save your time, and generate traffic to your website.
Show What You Know
Do you know your stuff? Of course you do! But your audience and potential customers don’t know what you know unless you share it. A blog is the perfect place to show off what you know, whilst being super useful to everyone who is looking for information in your area of expertise.
Generate Conversations
Smart brands don’t approach online marketing with a megaphone. It’s not about blasting your message to the masses. Blogging facilitates conversations around the topics you introduce, whether it’s via the comments section, places you share the blog on social media, or via email. Generating conversations is a great way to get your brand seen by more people, but also get your existing audience to invest more into your brand.
Generate Shareable Content
When you write a blog post, you naturally create a range of complementary content types that can be shared on social media, either by you, or by your audience. This could include relevant images, infographics, quotes, and other media.
Create Excuses to Talk
If you have a weekly blog, it’s easy to put out a weekly email to your database without having to wrack your brain for ideas on what to say. It’s easy… “Hey, we’ve put out some more free and valuable information… go check it out. Here’s the link!”.
Build Trust
Consistent blog posts showing your level of knowledge, but also your personality will go a long way in building trust with your audience. When they are looking for the expert in your field, you should be top of mind thanks to all of the amazing content you put out.
Compete with Bigger Brands
Chances are, you can do your blog better than many of the bigger brands you compete with. Why? Many of those brands’ spokesperson/CEO doesn’t have the time, knowledge, or skills to blog like you do.
So please, please blog regularly. A good frequency for most businesses is once a week, but this will vary depending on your audience and industry. The most important thing is to do it consistently so that your brand is predictable. If this means posting monthly, then start with that. If you can manage to blog daily, and your audience enjoys hearing from you everyday, then go with that.
If you feel anxious about the idea of keeping up a blog regularly, the best advice I can offer is to…
- Batch content and schedule. Set aside some time to get ahead so that you know you have consistent content going out for at least a few weeks in advance.
- Get help. You don’t have to blog alone, especially if writing isn’t your forte.
Happy {consistent!} blogging!
Angela
