If you’re not blogging for your business, you should be

As a small business owner, you’re swamped.

You wear a lot of hats and that doesn’t leave much time for “extra” stuff like blogging. The trouble is, blogging isn’t just a nice extra, it’s a must-do when it comes to increasing sales and becoming the go-to expert in your field.

BrightLocal recently polled local businesses and marketers and discovered that 98% believe you should be blogging at least monthly (if not more frequently).

These are the nine ways blogging can benefit your business:

  1. Positions the business as an ‘expert’.
  2. Helps website rank for more keywords.
  3. Improves rankings in search engines.
  4. Creates content for social sharing.
  5. Increases engagement with existing customers.
  6. Differentiates business from competitors.
  7. Helps to generate more backlinks.
  8. Helps to win new customers.
  9. Creates content for email marketing.

I get it.

You’ve spent a lot of time and money honing your craft and becoming amazing at what you do. Giving it all away seems counter-intuitive. After all, a lot of people are going to come to your blog to read and learn without paying you a cent.

Here’s the thing. These people are not your target market. They were never going to be.

Your people are the ones who look at your content and get the sense that you know what you’re talking about. Your blog makes them feel comfortable handing over a large chunk of change and the keys to their kingdom.

They’ve worked just as hard to build their business and they don’t want to let just anyone have access to it. Your blog gives them peace of mind.

They know that there are a lot of people who talk a good game, but really don’t know how to play. Your blog shows them that you’re not one of these.

The time you’ve spent researching and creating your blog posts show your people that you really do have the expertise to handle their job well. It helps them rationalise paying your fees.

How frequently is enough?

Unless you have a large team of content creators, blogging daily is unrealistic. It’s burnout territory, crazy talk. Don’t do it.

34% of people told BrightLocal that weekly was a good target.

32% said that multiple times a month works.

While 25% said they expect businesses to blog monthly.

For my money, I agree with this

“I feel that people put too much emphasis on blogging a certain number of times a month. Although it’s good to post regularly, there’s no point if you don’t have anything of value to share!”

Whoever said this is spot on. If blogging less frequently means producing better quality work than go for it. In the long run, it will be of more benefit to your audience than poorly created content posted more often.

Remember: You don’t have to do it all yourself. It’s not against the rules to hire a good copywriter or virtual assistant.

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