Blogging is so often overlooked, yet it is an important part of marketing plan. Here are just a few reasons why:
1. Blogging helps nurture the KLT factor
KLT stands for Know, Like and Trust. When you share things on your blog that people can relate to, they start to pay attention. When they pay attention, they listen. Once your audience gets to know you a bit better, and hopefully likes what you have to say, then they’ll start to trust you. Readers who know, like, and trust you will naturally buy from you and refer their colleagues, friends and family to you.
Sounds simple, right? In today’s noisy world, the KLT factor is more important than ever. More and more businesses are depending on referrals, and I don’t know about you, but I don’t refer anyone to someone unless I trust them.
2. You establish yourself as an expert
Yes, you — you are an expert. You know what you’re doing, and you have plenty of information to share. Blogging about topics related to your business helps people know that you ARE the expert, and since they already know, like and trust you, they’re naturally going to come back often to hear what you have to say. Your goal is to become a resource — to become their “go to” person on the topics you’re writing about.
Here’s the kicker – you don’t have to know everything. It’s a common misconception that experts know every single thing there is to know about a topic. You really only need to be a few steps ahead of your readers — to have a level of knowledge that they don’t. You become a trusted expert (see that word trust again?) when you can teach your reader something that will make their lives better in some way.
But it has to be relevant. Sure, you can write about painting zebras, but that’s probably not going to be very effective if you’re a copywriter. Stick to the topics that you want to build your business on, and share freely.
3. Google loves fresh content
Search engines like Google rely on good content, so naturally they are always looking for great blogs and websites to draw from. The way they do this, is to send “bots”, otherwise known as “spiders” out to scour the web and find new information. These spiders “crawl” a site, then compare what they find to what is already in their database from the last time they visited. If the content is different, they will make a note to return more often. If it’s the same time after time, then they will come less frequently.
More frequently spidered blogs tend to be placed higher in search rankings than blogs that don’t change often, so blogging is great for SEO (search engine optimization).
But you don’t have time, right?
Time — there’s the rub. Blogging regularly does take time, if you’re going to do it right. Sure, it’s easy to slap up a short, quickly written blog post and call it a day, but that’s not going to help you. See, here’s the thing — Google wants quality content, and so do your readers. If I visit your blog and the articles are all thrown together and boring, that doesn’t give me much incentive to come back. Google feels the same way, so take some time to do this well.
How do you make it work?
Schedule time each day to write — even if it’s just 15 minutes every morning. Write a little bit each day, and you will eventually create the habit and it won’t be as hard to keep up. Consistency is key.
It’s also helpful to have a topic list to add to whenever you think of new things to write about. Start a Word document or an Evernote notebook, and jot down the topic and what made you think of it. This way you don’t have to start cold every time you sit down to write.
We’ve determined that blogging is great for business, and talked about a few of the reasons why. We talked about the KLT Factor, establishing yourself as an expert, and being seen by Google. You also learned a little bit about how to make blogging a habit, and the importance of routines.
Now that you know why blogging is great for business, what will you do with it?
Share in the comments or jump on over to Facebook and we can chat there.