The importance of blogging

How to Write a Good Business Blog

Do you find blogging a pain in the proverbial backside? You’re not alone, I can tell you. But like paying GST or doing payroll, it’s one of those things that businesses have to do. Why? There are many reasons, but probably the most important is that it drives search engine optimisation.

Websites need to be constantly updated with fresh, relevant, engaging material in order to strengthen their Google ranking. Writing a blog post adds another indexed page to a website, and that extra layer is another opportunity for the site to show up in search engines. It indicates to Google that the website is active and worth ranking. Blog posts can also be shared on social media, which can do wonders in terms of marketing reach, and they also allow businesses to build credibility.

So you need some help getting started? Here are some pointers:

• Be informative but not too wordy. Aim to provide useful information that will benefit readers in a succinct, digestible way. 250-350 words should do the trick.
• Avoid the sales pitch. Readers don’t want to feel like they’re reading advertising, they want information they can use. Forget about the service or products you are selling and think about how you can help your readers.
• Be consistent and plan ahead. Write regular blogs, whether it be once a day (ambitious), once a week or once a month. Readers will expect them, and will look elsewhere if you drop off the radar. The short-term pain is worth the long-term gain.
• Appeal to the layman. Using a conversational tone is a great way to engage readers and make them feel like you’re conversing with them, rather than talking at them. Avoid jargon at all costs.
• Encourage readers to comment. This is a great way to receive feedback, generate ideas for future blog posts and gain insight into your customers. Always respond in a timely manner, where appropriate.