Blogging and Your Business: Why it’s Important.

Blogs can be about anything, and they can be a great tool in driving traffic to your website. However, when blogging, there are a couple key ideas you’ll want to be familiar with. Let’s start with the basics, what is a blog?

A blog by definition is, “a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style”. A blog is typically about 400 words, updated at least once a week and they allow for comments and expression from the readers. Blogs can be sorted using tags. This is a way to organize your blogs into different topics. Say you’ve started a home improvement business; you might have articles tagged under: kitchen, bathroom, landscaping, renovation, etc. By doing this you allow your reader to find information quickly about a topic all in one place.

Informally, a blog is a place where you can reach your buyers, even when they’re not ready to buy from you. That’s why, when setting up your blog it’s important for you to understand who your reader is. By understanding who it is you’re writing to, you can better develop content for them.  Ask yourself: who are my buyers and what problems do they face? When you can answer these two questions, you’re ready to start blogging.

6 Tips for Blogging

  • Blog with your audience in mind
  • Update frequently (Once a week is a good rule of thumb)
  • Have an interesting headline
  • Use a casual tone with easy to understand language
  • Write about a variety of topics
  • Have a strong conclusion 

Why is it important? People have problems, and people want answers. Let’s say, you’re a wedding caterer and you want to reach brides. When someone gets engaged, the caterer isn’t the first thing they typically look at. So ask yourself, how can I be involved in the process before the bride is ready for me? A blog! By blogging about things like “10 Steps to Planning Your Dream Wedding” or “Understanding Table Sizes” and involving yourself in the conversation early, when the bride is ready to book a caterer, they’re more likely to come to you, since you provided them with essential information about other parts of their wedding.

No matter what your business is, the same is true for you. By having good content, and presenting yourself in more than just the sale, you’re driving potential customers to your site and making yourself a prime choice when they are ready for you.

Jasmine Larsen is a junior at the University of Cincinnati studying Public Relations and Marketing with certificates in Digital Engagement and Sports Media Promotion. She is the Vice President of the Public Relations Student Society of America at UC and works at the University’s student run PR firm UCInfluence. After graduation she hopes to work in Entertainment PR and travel around the world.