I’ve outlined the benefits of business blogging many times over on this site, but ultimately it comes down to two key purposes.
1. To boost organic SEO by having specific searchable content in each article, as well as by improving overall site SEO rankings that will drive more traffic.
2. To engage more past, present and future customers with interesting and/or informative content.
Focus on Engagement
In this article, I want to focus on the second benefit that is often overlooked or undervalued. If you write a really good blog and are consistent with posts, the best case scenario is that a user bookmarks your site and visits it often to see the new content you are posting.
However, this kind of site loyalty is rare, especially with small businesses. This means you need to be proactive about getting your blog articles out there to people who will be interested in the topics. The best way to do this is through social media.
Share Your Blog Links
A link to every blog article you post (along with any YouTube video, podcast or any other content you are creating) should be shared on each of your social media pages. Some blog management portals will include options to autoshare the articles on Facebook, LinkedIn, Twitter, Google Business and other social media. If not, it’s worth taking a few minutes to manually share the link on each of your pages.
This gets the content directly to your followers who you know are already interested in your business, your products or your services because they already took the time to like and follow your page. You should get more click-throughs to the blog articles and ideally also some engagement on the social media pages themselves. This will include likes, shares and comments. Speaking of comments, keep a close eye on all comments and respond to each one of them to improve the engagement even further. If a competitor or troll posts something nasty or negative, there are various ways to block users and hide/delete comments so you can keep the engagements positive.
You may also consider boosting posts and running targeted online ads to increase the amount of people who see the blog links.
Another method for sharing your blog posts is through email campaigns (e-news) targeted to past customers or prospect lists. This is another topic for another day, though.
Get More Out of Your Blog
The point is you took the time (or spent the money to hire an expert) to have great blog content written and optimized. Why just sit back and hope someone finds the articles? Get the links out there on social media and through whatever means necessary. This increases the number of eyes seeing your blog and your website in general, which in turns boosts the organic SEO benefits even more.
With the right combination of SEO strategy and engagement techniques, you will get more out of your business blog and your business will benefit.
To learn more about business blogging and social media integration packages, contact NextGear Marketing today.