The content on your blog should be different from the content on your business website. Website content has a specific purpose: It must keep people on your site and convince them to become leads, clients, or customers. It's pure marketing writing and serves to educate visitors about the products and services you offer and show them why your business is the place to purchase those products and services. A blog can do much more. Blogs are part of your social media presence, and can build excitement about and interest in your business, let your customers give you feedback, and provide information that would't fit well into your website's strategy. Some of the ways blog content differ from website content include:
- Timeliness - It's difficult and expensive to change website content to provide time-sensitive information to your customers. A blog has no such issues. In fact, keeping your blog up-to-date and letting customers and clients know the latest information about your business should be a top priority for every blog entry.
- Audience - While good use of SEO strategies on your blog may bring visitors who aren't already your customers to the blog, blogs are most effective at informing and retaining current customers. Those current customers are looking for the latest information about your business. Web content must assume that every visitor is new and unfamiliar with your business. Your blog can make other assumptions and address issues not appropriate for your website.
- Non-Marketing Information - While your website is primarily a tightly focused marketing resource, aimed at making the sale or enticing visitors to make contact, your blog can do more. By providing informative, educational information that is not directly related to actual sales, you build customer confidence and loyalty. For example, a lawn care business benefits by showing customers how to handle do-it-yourself lawn projects on its blog. When they need professional services, they'll remember you. As long as the information relates some way to your business, providing that information builds your credibility.
- Short-Term Information - Having a sale? Introducing an new product line? Scheduling a customer-appreciation event? All such activities are ideal for an entry in your blog. In fact, they should be at the heart of your blog. By notifying customers and clients of time-sensitive information, you help to get repeated visits to your blog, and that should be huge goal.
Twin Cities Custom Blogging can help you with all aspects of your business blog. We'll work with you to keep your blog active, current, and relevant to your customers and clients. Email Me to discuss how a blog can enhance your search engine results. There's no charge for an initial consultation. Or call George at 651-774-7999.
