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How to make your blogs work for your business: add value

How to make your blogs work for your business: add value
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How to make your blogs work for your business: add value
Siobhan Stirling - Sharp Minds Communications by Siobhan Stirling - Sharp Minds Communications
Owner/Director - Sharp Minds Communications Ltd

Blogs are a great marketing tool for businesses that want to grow: they can boost your SEO and help prospects find you.  As a champion of growing businesses, we’re running a series of guides on how to make your blog work for your business. In her fourth insight, Siobhan Stirling of Sharp Minds Communications outlines how to create an effective content strategy. 

You work hard to grow your business, and so should your blog.  To boost your search engine rankings and make sure prospective customers find you for the right things means coming up with content that they are likely to be looking for and that supports your marketing strategy.

Most businesses want to build trust with their prospects and establish their points of difference with their competition; one very successful way of achieving both objectives is to create content that positions you or your organisation as an expert in your field.  This is equally true whether you are offering high-end professional services, such as commercial legal advice, or fast moving consumer goods, such as an online makeup shop. 

Creating content that adds value – that answers the questions your prospects may have about your sector – is a great way to establish yourself as an expert and win their confidence.  If you’re not certain what your targets want to know about your sector, ask them: talk to your existing clients and/or run surveys of your prospects to find out what information you have that they would find valuable. 

To use the examples above, the commercial lawyer might post updates about relevant changes in the law or a series of blogs outlining the legal obligations of employers; the online makeup store might post informative product reviews or makeup tutorials.  Almost inevitably, producing blogs that add value for your prospects may mean giving away some of your expertise, but there is no better way to establish yourself as an expert!

Finally, value-adding blogs are never hard sells.  A blatant pitch will undermine the progress you have made in building rapport and trust with your target audiences.

Read the rest of our series on how to make your blogs work for your business:

For more advice on how to make your blog work for your business  look out for your email updates from your CapitalSpace Centre Manager