Should I Start a Blog for My Business? 🤔

Should I Start a Blog for My Business? 🤔


– Everyone’s a blogger these days but loads of businesses ask me, should I start a blog for my business? Well, in this video, I’m gonna show you that the answer is yes. If it was no, then it’d
be a very short video. I’m also gonna show you what to blog about and give you a framework for
creating awesome blog posts. Let’s go. (intense music)
(logo whooshing) (logo beeping) So why should you start
a blog for your business? Well, your blog is a great opportunity to answer customer questions. Your customers are always
gonna have questions about your products or service, whether they’re right at the point of making a purchase decision or they’re further up in the funnel and they’re considering different options. And your blog is where
you would get the answers to these questions into their heads. Now, from a digital marketing perspective, we typically use blogs as a way
of capturing organic traffic from search engines or
as pieces of content that we can share on social media. I hate the word content. It just indicates something generic. But your blog post is something that you can give your
audience through social media to help them get closer to their goals whilst also educating
slash indoctrinating them to think about you and your
products in a favourable light. Really great blog posts
can rank really well on search engines and pick
up a lot of traffic for you but they can also attract lots
of links from other websites and those help not only the blog post but they help your website as a whole. And blog posts that we write for clients often pick up really high authority links from really great quality publications because they have information
in those blog posts that you can’t get elsewhere. So a blog post can be a really good asset to actually attract links and traffic. For example, let me
show you on the screen. So here, I’ve searched for
recipes of protein powder. Got MYPROTEIN powder. I’m a little bit bored of the
same old same old drinking it, tastes like horrible. So let’s say that Billy Biceps is looking for some
recipes of protein powder. He wants to spice things up a little bit. He’s a bit sick of chugging
it down, holding his nose, hoping that the aftertaste goes away so he wants to try mixing it up a bit. So he’s gone on to Google as we all do and he’s typed in recipes
of protein powder. Now, what comes up for
these sorts of phrases, because this is an informational search, is informational content size. It’s unlikely that you’d
get the protein powder page on your website ranking for this if you’re selling protein powder but you’d still wanna be in the running for a search like this because people who are searching for
recipes with protein powder are obviously purchases of protein powder. So if we look down here, we can see a whole bunch
of different content sites and magazine-type sites
like Daily Burn, LIVESTRONG, Self.com as well. But at the bottom here,
we see MYPROTEIN.com. Now, MYPROTEIN obviously
sell protein powder, obviously, if you know about MYPROTEIN, and if we click on that, we’ll see that this is
a magazine-type article which has been written
on the MYPROTEIN site. So what they’ve done is because
they sell these products, they’ve written about some recipes and they’ve included some images. Now, it’s actually a
pretty kind of basic post. It kind of gives you a
list of all the recipes and then you click on and then you get a bit
more detail about it. So they could certainly beef it up but it’s ranking on page one. Now, they could push it’s
ranking a little bit further. They could get some links of this. They could beef it up a bit. In fact, some of the
blog posts on MYPROTEIN have got a good number of links. This one here is all about pre-workouts and this blog post has
picked up 200 links, so 200 other websites
linking into this one. It’s a nice in-depth post, that in the UK, SEMrush estimate it to get
up 1,100 visits per month. Now, this post is written five years ago. Ouch! So it probably needs a bit of an update but with a bit of work, this could be picking up
some good positioning. So what are the benefits of blogging? Well, number one, blogging gives your
business a personality. This is not the place where you just post generic information about your products or services. This is the chance
where you get to connect with your audience on a human level. If that sounds really kind of (babbles), well then, think about
our favourite brands typically have some kind of personality associated with them, whether it’s Apple or
Exposure Ninja, obviously, these brands have personality
core to what they do and your blogs are in a great way of getting this personality
across to your audience. If you’re in the sort of business where people are a little bit
unsure about trusting you, maybe new customers that haven’t done
business with you before, then the blogs are a great
way of getting over that and becoming a bit more familiar. But blogging also gives you an opportunity to establish your business
as a thought leader, particularly if you have some information or you’ve conducted a survey, you’ve got some data which can be used as a kind of pillow in your industry, something that lots of other
websites will want to link to, your blog can be something
where people in the industry and customers and even competitors come to learn about new things not just from you but also
from your team as well so you can build your team’s
credibility through the blog, and that’s one thing that actually, it’s Exposure Ninja is really important because there was this perception early on with Exposure Ninja that
Exposure Ninja was just Tim. So what we decided to do on the blog was get the team involved so that people could see
actually, this isn’t just Tim, and he’s just the guy who talks
all the time in the videos. There’s a whole bunch of people here who are really good and really
knowledgeable in their areas. Okay, so how do you get
leads from your blog? Well, done right, your blog can be a fantastic source of leads. The key is to mix the
really useful information that you’re giving people with clear and relevant calls to action. Now, a call-to-action is something that you want people to do, something that’s gonna have interest to the sort of person reading
this piece of content. So for example, on the
Exposure Ninja site here, you can see Charly’s written a post, Should I Start a Blog for My Business?. Now, the people who are
asking this question might be interested in our book, How To Get To The Top of Google which talks about how to start a blog. So you can see, we’ve
got this call-to-action where people can download
the first chapter and once they do that,
they’re in our email funnel and we can then send
them follow-up marketing, start that process of them
eventually becoming a client. As well as this sidebar call-to-action, we have calls-to-action actually in the body copy of the post as well. So here, we’ve got another call-to-action for How To Get To The Top of Google. Try to miss that. So let’s imagine just for a second that you’re a solicitor’s firm and you deal with, say, copyright law where you might have written
a post about copyright law and how long it takes to contest a copyright misuse or whatever and then in the body
copy of your blog post, you might have a little call-to-action that says if you think that your copyright has been misused by someone, then fill in the details here to request a free consultation form of our copyright specialist and we’ll be in contact to
arrange this at your convenience. So you’ve got that call-to-action which is really relevant
to where people are at whilst they’re reading
through your blog post, so something like that can be a great way of picking up leads. Here’s another example of a blog and this time for an e-commerce business. So Best Made Co, I
absolutely love their site and their product descriptions. And here is their blog. So their blog is actually
called Adventures and it’s not really a conventional blog, in the sense, it’s not
necessarily targeting keywords that their customers are searching for but what it does is
showcase their products into fantastic ways. And that what this is all about, there’s a bit of description about what this set of images is, then we can click on begin slideshow and we see a whole bunch of
really high-quality images which are intended to appeal
to Best Made Co’s audience, which, I gather is slightly hipster but loves good quality products and they love the finer things in life. So here we’ve got the great quality
images, some description, and then the products that have
been mentioned in that post or shown in that post. So by doing this kind of approach, you can showcase your best products in their natural surroundings. Another great e-commerce
blog angle that you can take is the best X of 2019, 2020,
2021, whatever year it is when you’re watching this
video from the future. And what you can do there is list all of the great
products at that time and then link them and then
when you’re linking them, you’re obviously linking to them to the product page on your website. So this is a great way of capturing people who are looking for comparisons, they’re looking for a kind of guide, you give them the guide and then you link them straight
through to your website so they can go and buy. (snaps fingers) Boom! We love things like free downloadables ’cause they’re a very scalable way of picking up leads relatively easily. So for example, you saw
there the Google Book, free first chapter, that’s really great ’cause we can get that in
our email automation system. We can deal with a high volume of inquiries and leads that way. If we had a consultation piece, the volume of consultations
that we’d be getting would be quite significant so it might be quite kinda
tricky to handle that so we prefer to do a kind of
pre-qualification piece first, get people in the email automation system, and then we can talk to them
about free consultations further down the line. So how do you know what to post and what can your blog post
creation framework look like? Well, before you start your blog, you really wanna tap
into your audience’s mind because your blog is
designed for your audience. So you need to know the top
questions that they’re asking. So if you have a sales team,
you can talk to your sales team ’cause they will usually
know those questions, or you can go to a site
like AnswerThePublic.com and pick up some great suggestions of questions that people are asking about your types of products or service. Before you start writing, once you’ve got a suggested topic, remember that you wanna
make your blog post the best, most detailed, most
useful post on that topic so it’s worth researching other posts that have been written
about that topic first. If you go and type into Google, best protein shake recipes as an example, you’re gonna see loads of really amazing, really in-depth posts from
super high-ranking sites. So if you’re really aggressive,
you might say right, great, that shows that that’s
where the traffic is but if you’re just getting started, you probably want to choose something a little bit longer tail like
best protein brownie recipes, well, that sounds good, which is gonna be easier to
rank for much less competitive. If I’ve learned anything in my life so far is that you can’t proofread your own work so make sure you have an editor or proofreader look through your blog post before you publish. We also love tools like
Grammarly and the Hemingway App because they can give you a
bit of a readability score and make sure that you’re not using the wrong there, they’re, their, and always consider adding
multimedia to your blog as well, so things like images,
videos, if you can embed them. Lots of people use to embed
things like gifs and meme (lively rock music) which can be a nice way to make your blog post a
bit more fun and engaging than if it’s just a
(babbles) big wall of copy that you’re forcing
people to jump through. And if you don’t have the
resources on your team to create things like custom images, then you can use sites like Canva which make it really easy
to get good quality images done for your blog posts. Now, the question about
length always comes up. How long should my blog post be? And the golden rule here
is to make of the post as long as it needs to be
to answer the question. Now, I might sound like a complete cop-out but I promise you, it’s really not. You see, different length
posts rank for different terms. It’s all about understanding what that visitor actually wants. For example, if I’m looking for the weather in Nottingham tomorrow as an example of an informational term. I don’t really want a 5,000-word post, the details that I
probably want one paragraph or even just one sentence, whereas if I want a guide to
building a house from scratch, well, I probably just
don’t want one sentence that says design your house then build it. I want a really in-depth guide. So you need to make sure the post length matches the amount of information
that your audience needs. Don’t worry about going too long. In general, you don’t wanna go too short, so say under 300 words. That doesn’t tend to work too well. If you have a topic which
can be summarised very short, then what you can always do is write a summary post at the top and then have a bit more detail below if people want to dig into that. A publishing regularly is a great way of building up your back catalogue and getting some nice post ranking. What you’ll probably find is
that there are a few posts which generate a huge number
of visitors to your site and you won’t necessarily know which ones those are
gonna be before you start. So it’s worth putting out
lots of different posts so you’ve got lots of irons in the fire. But what you don’t need to do is smash out five posts every day, even if they’re all complete trash. It’s much better to write
really in-depth, useful, and complete posts but do
fewer of them than it is to just smash out, churn and
burn loads of absolute rubbish. (techno music) So to summarise, blogging can
be great for your business. It can be a great way of
attracting organic ranking, picking up links to your website, and also educating your customers. You can use your posts in social media, you can get your post ranking on Google, you can use them in your email follow-up. It’s just a great way of communicating your
business’s personality and answering your top customer questions. Just make sure your posts are
really in-depth and useful and always include those calls-to-action. Blog traffic can often appear quite fickle in Google Analytics where you’ll see a high bounce rate, low session duration, that type of stuff, ’cause it’s people
looking for information. So what you need to do is once you’ve got that
person on your blog, you need to channel them into your website with some compelling call-to-action. Either push them through to
a specific product or service or capture their email by offering them something really relevant to the topic of the post so that you can follow up with them later, build a relationship, and eventually turn them into a customer. I hope you’ve learned something today that you can apply to
your digital marketing. Don’t forget, hit like if
you’ve enjoyed the video. Hit dislike if you think
I’m an absolute idiot. Hit subscribe if you wanna
get more videos like this. And leave a comment. I’d love to know what your
most successful blog post is and why you think it’s
been such a success. Until the next video, see you soon!

3 thoughts on “Should I Start a Blog for My Business? 🤔

  1. 00:23 Why you should start a blog

    03:36 What are the benefits of blogs?

    08:43 How To Create a Blog Creation Framework

    12:19 Recap

  2. I hate blogging. But it does add bulk to a site where authority and trust is concerned. I started doing it 5 weeks back to build up a library. Hmmmm I need to do a lot more work on my blog posts to drive traffic. (so much to do, so little time!).

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