Why business blogging is important
A blog is a great way to increase the interest of your audiences and give advice while you gather a group of subscribers.
Generally, it begins by generating opinions, explanations, and comments about the industry and sector in which a company operates. But a blog can be used to share a multitude of different content, not just text.
The reasons why it’s recommended to start a blog are:
Speed
The reason why companies should use blogs to publish their content is that they allow articles to be published quickly and regularly. For this reason, blogs are the perfect solution for brands that want to produce content on a regular basis and easy to create.
No highly technical knowledge is required
They have simple editing tools. The person in charge of its production can simply write the text and insert images in a similar way to how it’s done in any word processor. In addition, it facilitates the selection of keywords and styles and creative formats. Therefore, it’s not required to have technical knowledge of HTML or CSS.
Improve SEO
By natively including all alt tags, metadata-image alt, links, meta-descriptions, etc., blog tools automatically create pages that are optimized for search engines. Unlike custom web pages, where SEO improvements must be configured by the site administrator, blog tools are generally optimized for SEO automatically and don’t require very technical knowledge.
However, publishing on a blog is not the same as blogging. Since the companies began to develop blogs, the type of content published has been specializing. Business “blogging” is about demonstrating experience, sharing tips, and offering ideas for free to potential clients.
But, today, companies must consider whether their “blogging” efforts really match the types of content they need and look for their potential customers. For example, do your potential customers seek advice for their problems or simply information about the products you offer?
In addition, we must always evaluate whether this is the best way to respond to the needs of customers, or if on the contrary there are other ways of communicating more effectively. For this, you have to determine if your audience is likely to visit your blog and subscribe to it or not.
When companies think about these issues, they begin to realize that while having a blog is an essential strategy for creating content in marketing, it also has its limitations.
Many companies not only need to have a blog; if not they need other types of regular content for quick publication. For example, companies that market very specific products need to share fact sheets and model specifications. On the contrary, companies from more creative sectors can be more effective by sharing more interactive content, such as infographics, podcasts, and videos.
Below, you will find 4 ways to use a blog to generate valuable content and produce content other than simple text articles:
1. Share the work developed and the success stories
It’s always a good option to provide potential clients with examples of your work and success stories that you have had to increase your brand reputation. One way to present this content is through its publication in blog format.
These contents can be generated in a separate blog from your main blog. In this way, you can determine a specific page structure for this type of information and present the success stories in an attractive way, incorporating, of course, images and icons. In addition to the ease of creation and updating provided by a blog, you can easily update your latest projects and have this information always up to date.
2.Produce a news and media section
Another option is to create a section of news and announcements about the company that is independent of the main blog of the company. This section can deal with more corporate and formal content. You can also select content from other blogs and pages of interest and take it as a basis to create new content.
Of course, make sure you don’t copy articles already written by third parties and publish them as your own content. The copied content will only damage your SEO value. However, if you take it as a reference and basis to build new information of interest to your visitors, it will provide value for users who see it.
3.Create an encyclopedia of terminology specific to your industry or sector
Another way to use a blog tool to create content different from the traditional post is to create an encyclopedia of terms. With this type of content, you can reach a wider audience in your industry by providing the basic content.
If you are a true knowledge leader in your industry, you can always try to show it by offering informative articles rich in keywords that aim to inform people about the basic terms of your industry. Your goal would be to provide information to define the jargon terms of your industry and provide potential clients with the context they need to make informed decisions.
4. Insert visual content while improving your SEO positioning
The biggest barrier for companies that consider producing videos and other types of embeddable content is that if they host the content off-site (the best option for not increasing the page’s loading speed), they have problems obtaining the SEO credit that they want to get it because the video doesn’t count for the content of the site. You can tag the page where you put it, but without written content, the value of the page for Google is somewhat limited.
You can solve this problem by using a blog tool to publish each video and create accompanying content that will help increase the number of search terms on the page. For example, you can post a transcript of the video or you can explain the context of the video.
These are four ways to create content on a regular basis using blog support without following the usual line of posts. When we say that companies need to produce more useful content, you should not always try to write content intended to help.
Sometimes, it’s enough to provide objective information or tell the story of your company. In any case, you must always determine the direction of the content you produce so that it is aligned with the objectives you want to achieve.
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