Blogging is a fantastic way to promote your business online and increase your online visibility. But it also takes time and effort to write a blog for your business. Is it worth spending time on writing posts people want to read, optimising them to be picked up by Google and promoting them on your channels? Find out in this article!
If you do it right, blogging can contribute significantly to the number of people who visit your website and subsequently learn about your business. I get almost 70% of my web traffic for my travel business via blog posts that rank well on Google – they all find my business without having to directly advertise to them, and they book directly with me.
And I’ve not even mentioned the best part: blogging is a completely free marketing tool!
Blogging is a massive topic and can be overwhelming. Coming up with topics, learning how to write well, researching keywords, ranking well on Google, writing eye-catching titles – there is a lot to learn when it comes to blogging.
In this article, I will focus on 6 reasons why you should write a blog for your business website.
But first, let’s look at what blogging actually is…
For more tips on increasing the online visibility of your tourism business, check out this article.
What is blogging?
Despite of what you might have heard in the past – and what surprisingly many definitions of blogging still say today:
A BLOG IS NOT AN ONLINE JOURNAL OR DIARY.
While letting your (brand) personality shine through in your writing is important, there is a place for personal, unstructured stories in your business – and that’s social media.
The blog section on your business website is not a place to share 300-word reports about your day or opinions on irrelevant topics. Your blog is part of your content marketing strategy and, like all other content (social media, emails etc.), it has to provide value.
Blogging vs. Micro-Blogging
A word that can often cause confusion about blogging is the term “micro-blogging”. What’s the difference?
A blog “lives” on your website.
Your social media posts, no matter how long they are, are not blogs because they “live” on that respective social media platform and are therefore one step removed from your control.
Micro-blogging is usually shorter in format, but most importantly, takes place on platforms such as Twitter, Tumblr or Instagram. A micro-blog will be shorter than a blog post, but longer than an average social media caption and may also include other formats than text such as image or video.
Now, that it’s clear what blogging is – let’s get to why you should do it!
6 Benefits of Writing a Blog for your Business
1. Blogging shows off your expertise & builds trust
A blog on your business website is the perfect place to show how much you know about the relevant topics for your business.
Having informative and detailed blog posts about your sector on your website might give a potential customer the confidence to trust you and make a booking.
Additionally, Google likes so-called “content clusters” – so lots of content relating to a similar topic. If you have several well-written blog posts that all relate to a specific topic, Google will recognise your website as a great place to go to find information on said topic.
2. Blogging adds value for your customers, guests or clients
No one is going to read your blog posts, emails or social media posts just for the sake of it. Well, maybe your friends and family do… but not your potential customers.
Blog posts can add a whole lot of value to your customers. When you write a blog for your business, you are not only asking them to spend money with you, you are giving them something in advance.
And it doesn’t always have to be practical knowledge you are passing on. Blog posts can also offer entertainment, inspiration or recommendations. If you want to convince potential customers to read what you have to say – it better help them in some way.
3. Blogging creates shareable content
People love sharing things on social media with their friends and networks for all kinds of reasons. Blog posts that offer insight, entertainment or some other form of value are highly sharable.
By blogging for your business you are content that other people can share.
Think about it this way: More people are going to share your blog post about what to pack for a cycling holiday, than your FAQ page that might contain the same information.
4. Blogging is great for SEO #1: It keeps your website active
Google and other search engines want to see that your website is regularly updated. Now, you might not always have new offers to add or images to upload.
Blogging regularly is a great way to create new activity on your website, so Google knows it’s still alive.
Looking for more SEO advice? I highly recommend the resources, books and course by Make Traffic Happen. I’m not techy at all, but even I understood SEO after going through their materials!
5. Blogging is great for SEO #2: Blog posts bring people to your website
If you write engaging blog posts that contain keywords and answer questions, they can rank well on search engines. That means that your blog posts might show up in search results when people search for a relevant topic. And if they are interested in that topic, they might be REALLY interested in what you offer.
They don’t even have to know about your business yet! A blog post that ranks well and answers their question, can get them through the door of your business and onto your website.
From there, it’s all about converting them into customers.
Want a real-life example?
Like I said above, 70% of people who visit the website of my travel business come via Google and land straight on one of my blog posts. They have probably never heard about my business before, but my blog posts provide helpful information to answer their questions.
I also make sure I tell them what my offers are in a non-invasive way.
Thanks to content marketing, I have consistently filled my diary with clients, without ever having to advertise my services in a paid way.
6. Blogging is great for SEO #3: It can help you build natural links
Link building is a huge part of successful SEO strategies and there are many ways to build links to your website. Some of these techniques are great, others are recommended but a bit problematic, while others are right-out shady.
Blog posts can be great to build links to pages on your website because as long as they provide value others are likely to link to them. You can let links build organically, exchange links with partner businesses or actively ask other website owners to link to your blog posts.
Just like in the point about shareability above, people are more likely to naturally link to a valuable blog post, than to your sales page.
Now that I’ve convinced you that writing a blog is hugely beneficial for your tourism business, let’s look at how to add a blog to your website.
How to set up a blog for your business website?
If you are not confident with the backend of your website or if you have a custom-built site for your business, get in touch with your web developer to set-up a blog section for you. Better safe than sorry!
In order to write a blog for your business, you first need to add a blog section to your site. If your website is set-up in WordPress, it should be fairly straightforward to add this blog section.
Setting up a blog on a WordPress website
If you have access to your WordPress backend – but only if you feel confident making changes without help – create an empty page called “Blog” under Pages.*
Then, under Appearance in your WordPress sidebar, click Customize to open the visual customiser of your blog theme. Here navigate to Homepage Settings and select the empty “Blog” page as your Posts Page. Make sure you click the Publish button at the top.
Now, every time you publish a new post on WordPress, it will be automatically displayed in a grid or list on your “Blog” page. Most themes also allow you to choose from a variety of visual options to display your blog post archive via the visual customiser.
Next, add your “Blog” page to your main menu, so it gets displayed at the top of your website.
Finally, navigate to the Settings in your WordPress sidebar and choose Permalinks. Here you can determine the permalink structure of your blog posts – I recommend to go with “Post name” and no dates in the permalinks. However, take great care before you change the permalink structure of you post…
IMPORTANT for Permalink Changes:
If you change the permalink structure of your blog posts, the links for all your published your blog posts will change as well. Any links to them from other pages or websites will be broken. You would have to create re-directs.
If this sounds too advanced for you, ask a web developer for help.
*Instead of “Blog” you may want to call your Blog page “News” or “Resources”, like I chose to do here on Wild Stories Studio. Choose whatever is most suitable for your business.
Of course, there is a lot more to blogging than “just start writing”. Browse some of my other posts about blogging to find blogging tips for beginners, learn what makes a good post and some other more advanced topics. (coming soon)
In the meantime, I’d love to hear from you – do you have a blog on your business website already?
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