• Claire Elbrow

To blog or not to blog?

I think we have all asked ourselves should my business blog more often or is it even worth blogging? The answer of course is yes, blogging is very useful to most, if not all businesses.


It's easy to see where our questions come from as with millions of articles published daily, it is often difficult to stand out in the crowd but a blog can benefit your business in so many ways.


As a marketing freelancer here in sunny Cambridgeshire, I get asked this question a lot by clients, so here is my response as to why you should start or continue your business blog.


Connect with your clients

Posting information on your blog is a great way to connect with both current and potential clients. They can stay up to date with the latest products or services your business is offering and maybe discover something new about your company.


Blogging is also a fantastic way to promote your offers or special events. It is also a way to show your clients and potential clients that you are a relevant and real business! Don't neglect your blog as it can give the impression that your business is no longer running or being maintained.


Your website becoming an authority on your business sector

If you continue to post high-quality content about your business type you are developing yourself as an authority on the subject which you will be pleased to hear, Google loves!. Well written, quality articles about your business type rank well in Google search results. This, in turn, leads to an increase in traffic to your website from potential new customers. Learn to love your SEO!


Establish trust

This one is important and often overlooked. It doesn’t matter if you are selling products or providing a service, if potential clients don’t trust your business then you have a serious problem.


By writing good quality content about your products & services clients can start to get to know you better which helps to establish trust. If you find you are being asked the same questions regularly about your business, why not write a blog article answering these questions? It could well give a potential client the confidence to buy from you rather than your competition.


How many words should a blog article have?


Tricky one! According to research, an article of at least 2100 - 2400 words is ideal to grab Google’s attention. Also, articles of over 1000 words tend to get more ‘shares’, so passing your information onto potential clients and providing you with valuable backlinks.

Regardless of the length of your article, quality is what really counts.


If all this sounds too much of a constant commitment, don’t worry, the shorter articles of around 600 words can still be useful if they are answering questions your customers need to know, they work as they are quick to read and targeted to the needs of your audience. Staying relevant to your customer audience is really the key. So, this is why you will hear us marketing bods all bang on about knowing your ideal customer..


Ideally, you need a mixture of both long and shorter articles that will engage Google and answer your clients’ questions. For example, if you are informing customers about a change in your business structure or a new member to the team, it won’t really make a 1200 word blog. However, information about a new product and it’s benefits can easily be developed into a longer article, or even two! Don't forget that you can re-purpose your blogs and content in lots of ways!


How can I help?

I, and my fellow freelancer copywriters, will work with you to firstly identify that ideal customer and how they like to take in information. We might work 'with you' if that suits you best, so you might want to write a percentage of your blogs and we will write the rest. We will give you some tips and tricks of the trade to help with your SEO and writing for search engines. Some clients are just too busy working with their customers to produce content, so we will write all their blogs. In this case, we can help as much or as little as you need. This is where our long term relationships with our clients are a real bonus as we get to learn all about their business and therefore are able to write longer in-depth articles on a chosen subject.


For more information on how we can help with your blog writing, give me a call on 01638 731513 or email at info@bluelizardmarketing.com

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