You were asked if you had a business blog. They said it was good for SEO. So you start to look into it and someone else tells you a blog is like an online diary. Women share recipes, Alan Titchmarsh writes about gardening, journalists write news stories, fashion writers talk about what Kate Middleton is wearing and Internet marketers write about Google. Scared and confused you start thinking what the heck you would find to write about.
For years, you have been led to believe that your online image needs to be corporate-like. You are a sole trader but say “we” instead of “I”. The images you used were carefully selected stock photo’s of professional looking people in suits or uniforms to give that ‘corporate’ feel. You are a small business but you also need to demonstrate you are just as capable as the ‘big boys’ so you want your website to look just like theirs.
Now you are being told you should start your day not by taking a stock count but by writing a post about how the current Coronation Street story line is better/worse than Eastenders. Before chasing your supplier you need to blog your list of favourite things to do with a courgette (cooking that is – they are in plentiful supply at the moment according to my mother).
Don’t worry, you don’t need to start subscribing to Cosmo or join Zumba to make yourself sound more exciting. So put down that paper bag, take a sip of water and relax.
Think about your new blog as a tool that allows you to break out of the corporate mold and show another side to your business and perhaps a peek behind the scenes. You don’t HAVE to start videoing the production line or producing daily podcasts but with the increased use of social web people are getting more used to seeing the personal side of business. They want to relate to the business via the people behind it. Behind the scenes might not be appropriate and that is ok, you choose to use your blog in the way that is best for your business.
With regards to SEO, a blog is a great way of adding fresh regular content to your website which in turn can improve your website visibility for many more search phrase – Without adding too much ‘noise’ to the home/product/service pages.
Below are some ideas on what you might blog about (keep in mind your post topics will depend on your product, service and target market).
Industry Events
Are you planning on attending an industry trade show? Blog about it by saying you are attending and why you go, what you get from it. After the event blog again, mention people you talked to or any particular seminar you found interesting.
New Product Line
You’ve added a new line of products to your catalogue now write a blog about it. Talk about the brand/manufacturer and why you like their range. Include prices and if you have any promotions going on or if you deliver for free. Be sure to LINK the products mentioned or the main category.
How To Guides and Top Tips
You could seriously go to town with this. Don’t be shy and don’t think you need to be ground breaking. Even if the product you sell comes with a technical manual that you have available for download there may also be a how-to guide that simplifies things. How to change a plug, how to change a windscreen wiper, how to lay a laminate floor. The list is endless. Think about the questions you are asked by email and in phone calls – could that last 1 hour support call make a useful online guide?
Make a Video!
No I don’t mean a video of the antics and the office Xmas do. A short video of a piece of equipment to demonstrate how it works, a tour of your factory, a video how-to guide…
Upload to Youtube first, then embed into a blog post.
New Staff
Took on a bright shining star? Announce it. Talk about the exciting things the new person will be doing and how pleased you are they came on board. Take the opportunity to mention any employer accreditations, such as Investors in People.
Promotions and Sales
As well as adding that pretty new call to action banner on your website please remember to write about your current promotions on your blog where there is NO advertisement fee.
Claim to Fame?
Has a celebrity been spotted wearing something you sell? Do you sell a gadget that was reviewed in a breakfast show? Did your company supply anything used in a tv show or project that is receiving publicity. Blog about it please!
In The News
Has there been a recent news event that relates to the industry you work in or supply to? Cover the story in your own words.
Want More Ideas?
It is very likely you already talk to others about how to improve your business so do the same to get ideas for things to blog about. Talk to your staff, your customers and if you have one talk to whoever helps with your marketing.
A note about Plagiarism and Copyright
Under no circumstances must you copy the work of someone else and then claim it as your own. Always seek permission from the owner/author/artist before publishing their work (articles, stories, images) on your website. This includes copying and pasting news stories, blog posts, offline content either in part or in full. This also includes using an article or blog post written by someone else and tweaking/rewriting it as if it was your own.
Of course this doesn’t mean you cannot cover the same subject or even story BUT you need to structure and write it in your own words from scratch. If in doubt, credit the original source (where you got your idea) and link to it.
