What is Blogging?
First, why is it called a blog? And how can it help your business achieve its marketing and sales goals?
“Blog” is short for “web log”—literally a log of entries on the web.
A blog is the part of a website that contains routinely updated content, like a magazine or other periodical. When a business publishes regular articles for their audience on their website, they are using blog posts.
For a business, blogging is kind of like an ongoing company newsletter. Regular articles are posted on the website and distributed in various ways to readers.
Benefits of Blogging
A business should incorporate blogging into their marketing strategy for the same reason that they send out a company newsletter or a magazine. The goal is to provide valuable content which engages their target audience, while positioning themselves as a thought leader in their industry.
In fact, for most companies, their blog IS their newsletter. When they email out a newsletter to their list, that newsletter doesn’t include the entire text of every article. Instead, people read a little and if they want more, they click on a link to read the rest. And where is the full article kept? On the blog section of their website.
Done right, blogging achieves three things:
- It helps provide regularly updated valuable content to your site to help your visitors.
- It improves your SEO, thus attracting new traffic and generating new leads.
- When emailed to your existing list, it helps reactivate customers and build relationships.
Our Email Newsletter & Blogging Service
In dealing with countless clients, we saw how difficult it was for them to stay on top of a monthly newsletter or blogging. They knew it was vital to keep their list active and engaged, but simply didn’t have the time to do it.
This is why we created our Email Newsletter & Blogging Service. This includes:
- Interviews and strategy to understand each individual business
- Creation of two custom blog posts per month of at least 500 words
- Creation of two custom email newsletters per month featuring the blog posts
- Sending the email newsletters to your mailing list
- Distribution of the blog post on your Facebook page
Our Process
The truth is that most businesses just don’t have the time to create content or write articles. At the same time, they don’t want to send out template articles or generic content that is going out industry wide.
We saw this was a problem for many small businesses. So we solved it.
We asked ourselves, “How do we develop a system of creating highly personalized, unique content while requiring very little time from the business owner or leadership team?”
We knew that our system would have to require very little attention from the executives running the business, because that’s where they have to focus every day. At the same time, we knew that they were the subject matter experts and in order to create truly valuable content, we’d have to somehow pull that knowledge out of their head and write it for them.
Here’s the process we came up with:
- First, we interview the business owner or leadership team to gain the information we need. (This can literally occur while the business owner is driving somewhere.) We record and transcribe these interviews so that everyone on the team has access.
- From these interviews, we prepare an outline of proposed blog topics.
- The business owner or leadership team approves proposed topics or makes any comments about revisions.
- We then write the blog topics based on their exact words. Using the data from their interviews, we write the articles as close to their particular philosophy, examples and terminology.
- We then get the blog articles themselves approved, making any revisions necessary.
- Finally, we create email newsletters based on these approved blogs and schedule them to go out and post the blogs on social media.
Total time required by the business owner? We need them to a) provide their input in an interview, b) review a two-page outline of topics, c) approve the completed blog posts.
The result? Months of totally original content, written from the perspective of that particular business, with the smallest possible time commitment from the company’s leadership team.
Business Blogging Consult
Want to learn how blogging can increase revenue, generate leads and deepen customer relationships? Reach out and let’s chat.
