Blogging is a great marketing channel that can provide your business with both online visibility and credibility within your field. It’s likely that there are other companies out there offering a similar product or service to you. Creating a blog is a great way to set you apart from your competitors. It gives your business a personality and the chance to share information and insights that will make you stand out. But sometimes, it’s hard to know what to write about. Finding the right balance of entertainment, interest and information can be tricky. So, we’ve put together a few tips to help you create killer content that your users are going to love.

The following diagram illustrates the perfect choice of a blog post. The topics you choose should sit in the middle of the three circles – they should have the potential to drive high volumes of traffic to your site, they should be highly relevant to your offering and for the greatest success, the subject matter should be a novel topic with relatively little content already available.

Share information about your product or service

One of the main reasons people visit your site is to learn more about your product or service. So, your blog is a great place to share what really sets your offering apart. Maybe you follow an innovative process, source materials from sustainable suppliers around the world or have a unique and exciting way to welcome new customers. This is your chance to shout about it and let readers know why your product or service is so great. Make sure your posts are clear and concise, avoid any technical jargon and include appealing visuals that illustrate the points you’re making.   

Incorporate a human element

Humans love learning about fellow humans. Be sure to balance out the product-focused posts with those with a more human touch. You could share the story of the origins of your company, focusing on where the idea came from, the challenges you faced and any key milestones along the way. This will allow readers to feel a connection to you as a person, and not just see your business as a soulless entity. Alternatively, focusing on the people who make up your business is another great way to incorporate human interest into your blog. You could do a Q+A session with some of your team members or share details of what they get up to behind the scenes. Anything that keeps your blog friendly and relatable is likely to build trust with your readers.

Give advice

As a business with a successful product or service in your industry, people will look up to you for advice on achieving their own goals. Compile posts with handy tips, step-by-step instructions or some useful insights into the knowledge you’ve gained during your career. If your post is filled with helpful and practical advice, readers may even bookmark it to refer back to when they need a reminder, which is great for keeping your brand at the front of people’s minds. Incorporating well-designed infographics that readers can easily share will also help increase your reach and establish your blog as a useful and knowledgeable resource.

Share industry updates

If someone has an interest in your product or service, it’s likely they’re also interested in the industry in general. Keep up to date with current news and trends and share this on your blog alongside your own opinions and, of course, how this relates to your business and why it might be relevant for your customers. By showing readers that you’re on top of the latest developments in the industry, you’ll gain authority in the field and your blog may even become a place people visit to keep themselves informed, which will drive lots of traffic to your site. This kind of post is likely to get shared on social media too, which is another great way to build awareness of your brand.

Be inspiring

People are much more likely to read your blog if it makes them feel good. Keep your tone upbeat and make sure you leave your readers feeling positive, even empowered. If you’re giving tips, ensure they’re easy to follow. If you highlight an issue, make sure you emphasise how to solve it – even better if your product or service is the perfect solution! Remind your readers of the values that your company believes in, and inspire them to instil similar positive values in their own lives. Just remember, those reading your blog are already a captive audience so always ensure you give them enough reason to come back!

While blogging can bring many benefits to your business, it can also take a significant amount of time which is something many teams don’t have a lot of. If you’d like support from an agency in creating engaging and well-informed content for your blog, please get in touch with us at hello@socialgamma.com or visit our website at www.socialgamma.com – we’d love to help!