In many ways, gaining and retaining clients for your business is a bit like starting a new relationship. At first, you’re all consumed by the heady thrill of meeting each other, finding a connection, and revelling in exciting new experiences that keep you both feeling fulfilled. You want to be looking you’re best, and you invest time in reading about the latest events and news to keep yourself engaging and interesting – essentially, present the best version of you. But over time it’s all too easy to fall into a familiar routine where things can get a little…well, boring. Worse still, someone new and dare we say, more interesting, could come along and catch their eye and suddenly you’re left looking to fill a gaping hole…
Keeping your brand attractive to others takes time and effort. But sometimes, a bit like a new haircut after a break-up, it’s the little things that make the most impact.
Blogging gives your business the chance to keep the magic alive by creating a personality online and gives people the opportunity to learn about your company. Due to their personal nature, blogs have been rated the 5th most trusted source for accurate online information, and interesting posts can not only spark engagement from potential customers, but give you great content to share over social media and even improve your search engine optimisation (SEO).
What kind of signal are you sending out?
Maybe you’ve got a blog already, but if you haven’t been consistently producing content, you could be sending a signal that you’re not engaged or active online, which could alienate potential clients. Or it could be that you’re creating blogs that don’t really represent the real you – dry updates about product roadmap upgrades, or bland posts where you’re too nervous to be controversial, or show some thought leadership. Content bursting with character, like blog posts primed with unique opinion and to drive SEO success will still deliver over time. However, the fact is that other elements slow down or simply stop working on audiences altogether the longer they’re in play.
If you’re seeing lower clickthrough rates, less social engagement, or poor email open rates, the simple fact of the matter could be that the spark’s gone with your audience. The good news? Reinvesting in fresh content can soon bring it back.
According to Demand Gen Report’s 2018 Content Preferences Survey, blogs were also one of the most-consumed content formats, with 71% saying they reviewed blogs during their decision-making journeys. As a result, funds previously allocated towards traditional content creation are now being put towards blogging.
With blogging now such a crucial investment, simply restarting your blog after some time away could be a great way to reinvigorate interest in your site, particularly when you share it on your company’s social media platforms. Because blogging not only provides you with a way of keeping in contact with existing clients, it also gives you an opportunity to create new ones. If your content resonates, it will ensure you’re part of the right conversations. Even better, others in your industry will start joining in your conversation and share your content across their own platforms, therefore recommending your company to their own connections.
Of course, a company blog fuels SEO and if you want to rank well in Google, Yahoo, Bing and other search engines, then it is vital to have some trustworthy backlinks to your blog. By writing informative and interesting content that speaks to your audience, you can establish yourselves as a trusted, expert voice. Other sites will start linking to your website as a source of information and the higher your business will rank on a search engine.
Writing a blog is proven to increase business, improve customer relations, create a positive online footprint for your business, increase website traffic and boost your businesses SEO. So if your brand needs a boost, why not think about a blog?
Know what you want to say but not sure how to say it?
While posting fresh content, and improving the quality of your blog, is increasingly important, we know that finding the time – and the ideas! – to write high-quality content can be a challenge.
At Firework PR, we’ve been producing business blogs since before content marketing and story-telling became the latest buzz words. We’ve worked with SMEs, entrepreneurs, and global brands, so when you work with us on our business blogging services, you’ll tap into the expertise of a writing team that incorporates many skillsets and specialisms: technical bloggers, trained journalists, content strategists, and editors.
Every industry is facing disruptive forces, with shiny new competitors seeking to grab the attention of your customers and erode market share. But as easy as it is to feel daunted about how to combat this, it’s just as easy to gain back your business mojo – we’d argue the first step in the right direction to grow your business back to its former glory is a blog, peppered with a thought leadership opinion we can help you create. See it as a new chapter in a whole new story.