A small business blog is a great way to answer questions, and offer tips and how-to’s that make people want to buy from you. A blog is a unique style of a web page, like a scrolling diary of online Post-It notes.

A big reason for having a small business blog is to get discovered on the web. Google likes to see informative, unique, ever-changing content on websites. To Google, this makes your website credible and a preferred choice for answers when people do a Google search.

Think of your blog as a spokesperson who shares interesting information online while you and your team concentrate on the day-to-day work of your company.

A big reason for having a blog is to get discovered on the web as people search for you. Google likes to see informative, unique, ever-changing content on websites.

Here’s an example of an engineering blog by a client of mine that wanted to stand out from its competitors. We chose to call it “Insights,” because their target audience of business owners and contractors wouldn’t read something called “Blog.”

This blog differentiates this firm and fulfills on the team’s interest in sharing their encyclopedic knowledge about questions potential clients struggle with.

Team members share the task of writing one to two posts per month; it’s the best they can do given how busy they are. I edit the posts for readability, and have trained one of them to assign post topics, and do an initial review.

This client is using keywords to help people find their website and blog; it’s a search engine optimization (SEO) strategy.

Just for the fun of it, you might want to see another blog with a different style. Hootsuite is a company that helps people manage their social media accounts.

The two companies are using the blogs for the same reasons – to establish their credibility and get discovered by people using Google search.

A blog could be right for your company if you have

  • a few people who are good writers
  • an editor who catches grammatical errors, can rewrite copy for clarity, and uses a “style” guide (e.g. do we capitalize all words in the headline?)
  • access to photos, illustrations and the like
  • a website platform that supports blogging

Are you ready for a blog? Here’s a test: Tell your team that everyone must write a 300-word blog post in two weeks. Get together in two weeks to review their blog posts. If no one wrote anything, or anything that’s interesting and easy to read, then a blog probably is not a marketing tool for you.

Another option is to hire someone to interview the team and write their blog posts. The advantage of having an outside writer handle your blog is that she can keep you on track and offer an objective point of view.

Still serious about blogging and want to learn more about it? Check out this 2017 Orbit Media report about the time and effort that goes into blogging. You’ll get a good idea of what you’re getting yourself into and what’s possible with blogs.

Interested in learning more about blogging? Contact me! I’d love to hear from you.