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Your Business Blog and Consistency: Why It Matters!
You’ve probably heard me say it before, and I’m sure you’ll hear me say it again; one of the first things I do when I land on a website for the first time is to go straight to their blog page.
Another thing you’ll hear me say is, “Blogging is important!” As a business, it can be one of the most useful tools you have to educate new and existing customers. To create some disruption and start a conversation. To grow brand awareness and build an identity. And that’s to name just a few things … But that is of course if it’s done well.
Unfortunately, a lot of the business blogs I come across if they exist at all, are not done well.
One of the biggest reasons for that, in my opinion, is a lack of consistency. I see it in the post frequency, and I see it in the content, and I see it in the quality of the writing.
So let’s look at some of the ways consistency matters:
1. Practice makes … Progress.
Recently I learnt (the very hard way), that there’s no such thing as perfect. But practice does make progress, and progress is what really matters.
The more you read and write, the more content you produce. And the more content you are producing, the better you get at doing it. As you become better at blogging, you become quicker and more efficient, and more engaging.
2. Getting seen!
One big reason for a business to create and maintain a blog is to drive traffic through their website. Consistent blogging keeps your web content fresh and current, and positions you as your industry expert. That combined with basic search engine optimisation (SEO) knowledge and planning, can help boost rankings.
But you can’t do that if you’re not generating regular content. Pick a posting schedule, whether that be monthly, fortnightly or weekly and make sure that you stick to it!
3. Great expectations.
Humans love structure and knowing what to expect, and by creating a consistent blog, you are teaching people how to interact with your business. If you are posting weekly, the expectation will be that a new piece of content will be available, and you can start to grow a following.
4. Building credibility.
Once you start meeting expectations, you begin to build credibility. Your content is doing its job of establishing you as an expert in your field, and your consistent posting is growing a following and building your reputation for being reliable.
5. Growing your resources.
In Small Business, efficiency is vital. So start to think of your blog not only as a way to talk to your customers now but also how you will reuse some of that content in the future.
If you are creating a blog a week, at around five hundred words per piece of content, in one year, you will have generated over twenty-five thousand words. That’s a pile of material that you can then turn into new resources. Think podcasts, books, handouts and even e-courses.
When it comes to creating an effective business blog, consistency is key for a number of reasons, and without it you run the risk of harming your business image, not to mention having an ineffective dead space taking up valuable real estate on your webpage.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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