Business websites are almost impossible without blogs. This section helps you promote your brand/products/services, build a positive reputation, and become an opinion leader. Running a business blog is different from personal diaries or author columns. What affects its effectiveness and how to build it?
Follow the main principles of journalism: relevance and objectivity
A company blog can’t be filled with “we are the best, and competitors are not worth your attention” articles. Of course, you need to talk about your advantages, as well as about achievements and innovations. But you should not blacken your opponents, and empty odes to yourself will not cause a positive reaction. Write about what and how you can be useful and provide the reader with arguments on why they should choose you. But at the same time, leave it to the recipient.
The second aspect is relevance. Write about your news today, because it won’t be news tomorrow. Let it be a short note about innovations, adding a convenient payment method, or expanding features, but publish it as soon as the innovations take effect.
If we talk about professional information: reviews of trends or new products on the market should also be published on time. There was a strong demand for a product – write about it immediately! If you wait for more information, all competitors will already publish their materials and yours will not be relevant.
Do not hesitate to post ideas and life hacks that you have come up with within the course of your professional activity. This will be original information that is sure to attract attention.
Give the authors detailed information and talk about the desired results
Often business blogging is trusted by freelance copywriters. Or, contact the special services. Check more details at the essaysadvisor website. This is a great idea so that the section is formed correctly. Tell the author about the company and its history, and explain the target audience (for whom and why the materials will be written).
Each author needs an editor
Of course, small businesses are very fond of saving on text content and hire one artist for a full load. The quality of articles decreases when a copywriter is forced to write a large number of texts per day. This is a bad idea, especially if you don’t have a full-time editor.
Any author will tell you that it is impossible to find all misprints in your own material, even if you read it ten times. But when you open someone else’s text, you immediately notice extra commas, mixed up endings, and other shortcomings. Therefore, large companies have a separate position of a content editor, who monitors the quality and indicates improvements.
Install professional plug-ins
A good CMS designer will not deprive your site of interactivity. If you have a restaurant, for instance, install special plugins. These add-ons help to design the menu of the restaurant beautifully, divide the categories: Breakfast, lunch, etc.
Similar developments exist for various areas and activities: booking, making appointments, and more. Running a business blog involves not only information content but also transitions, attracting traffic and potential clients. This is impossible without convenient buttons and styling.
Optimize the content and work on it
You should forget about dozens of keys “just to get to the top”. This is inefficient and not aesthetically pleasing.
The first thing that optimization involves is filling in the fields with the SEO header, disclaimer, and creating readable URLs. It is better to do this by the same person who wrote the article, to avoid inconsistencies in the preview (description) and content. Meta tags, alt attributes -never forget about them.
Another point: checking for uniqueness and spam. Blog articles must be 100% copyrighted.
Spam is the number of repeated words and requests. Recommended not to exceed 30% for position/goods descriptions and 40% for info blogs. But in narrow profile materials, words that have no analogs are often used. Accordingly, the number of spams will be higher than we would like.
This is not a critical indicator for a search engine. What is more important is uniqueness and structure. But you should keep track of which words cause high spam. If this is vocabulary and terms, try to rephrase the sentence or remove unnecessary ones. In other cases, search for synonyms and expand your own vocabulary.
Running a business blog does not end with the publication of the finished material. Next, you should respond to comments, moderate them, and share a new post on social networks, encouraging the audience to read and discuss the topic.
If you hire a freelance copywriter, you can significantly reduce the cost of blogging. The only point: when you find a good performer, stop at his candidacy and make permanent orders. This way your blog will be filled out in the same style, and you won’t have to explain your requirements to new copywriters dozens of times.