It’s definitely helpful to add fresh, unique relevant content to your website on a regular basis. This can take the form of blog posts or case studies, white papers, testimonials, FAQs, survey results, reports, photos, infographics, videos and much more. Blogging isn’t the only or best way to add content to your website, but it is an easy way for you to keep your website updated without needing a programmer or web developer to do it.
How does more content help?
Search engines determine how relevant your website is whenever someone is looking for information online. The more content you publish that is highly relevant to the products and services you provide, the more “authoritative” your website becomes on those topics to both search engines and visitors.
How often should a small business blog?
You might be surprised to find that just one blog post a week can be very helpful in building your online presence. The more you post, the more quickly you’ll see results. But if you start adding fresh content to your website on a regular basis, even if it’s just once a week, you’ll be better off than you are now.
How long should blog posts be?
Your blog posts can vary in length to suit the subject you’re talking about. There’s no magic formula for how long a “good” blog post should be. Sometimes just a photo and caption is appropriate. Sometimes you may be answering just one or two specific questions. Maybe you’re just posting a video. Maybe you’re making an announcement. Just post.
If it helps you to blog more frequently, then by all means write shorter blog posts. Not only is a master’s thesis not required, it’s also not going to be read by your visitors. People consume content in bite-sized pieces. If they come to your blog and see a “wall” of text, chances are they’re going to groan and move on.
How will this help me?
Blogging will help your business in several ways:
- Differentiates you from your competition
- Establishes you as an expert in your field
- Gives you an opportunity to reach out to customers
- Gives customers an opportunity to interact with you through the comments
- Makes it very clear to the search engines what your website (and your business) are all about
- Builds your online presence
- Gives you something to tweet about or post on Facebook
How quickly will I see results?
Blogging will not make you an overnight success. Organically building your business presence online takes time and the results will come gradually. That being said, if your business serves a distinct geographic area that isn’t smack in the middle of a huge metropolitan area, your efforts may have surprisingly quick results.
Zeroing in on very specific services in a very specific geographic area will do more for you than trying to be everything to everyone.
I’m definitely not a writer, what do I do?
If you have ideas but you don’t like to write, or you don’t have the time, find someone in your company who has a way with words and give them your idea list. Or you can outsource your blogging needs. Hiring a ghost writer who can post the text-heavy blog posts for you frees you up to manage your business and come up with ideas. You can add company-specific information, photos, videos, reports, etc. yourself or have someone in your company do it for you.
Don’t let your concerns about your writing ability or your time constraints stop you from building your business presence online.