Blogging for Business

Most people think about a local foodie or a crazed political extremist ranting on their blog but blogs are a tremendous if not completely under-utilized tool for businesses. We create content for small businesses and here we'll share some of our more interesting findings.

Blogging for Business

Brian Ostrovsky - Tuesday, June 07, 2011

Writing a blog is a powerful marketing tool

If you're a small business owner you may be thinking, 'how can a blog benefit me?' You probably haven't seen much benefit from even having a website beyond providing a place for customers to find your phone number, business address or hours of operation.

If this sounds familar it's likely because you're viewing your website as a necessary evil and not a part of your marketing and sales toolkit. A blog, if done right, is the vibrant, active, and living piece of your website. A persistent voice that welcomes your site's visitors and helps them better understand who you are, why you're unique, and why they need to buy/call/schedule with you.

If your site is already well written and clearly articulates your businesses value proposition and helps your visitors easily move from their first exposure to your site through to a 'purchase' decision then, well-done! You're already far ahead of most small businesses and starting a blog is one of the few remaining things to maximize your web presence. On the otherhand, if your site is a smattering of text with some images and lots of moving or flashing graphics that don't convey why your business is unique with each action then you probably need to start by tightening up your website as you think about enhancing it with a blog - after all, if people can't figure out what you're about and how to get around your site they won't bother looking at your blog to learn more about you.

With the right steps, and there shouldn't be too many, your site can appropriately reflect your business and start working for you. Then you'll be free to consider extending your presence with a blog.

3 Keys to your business blog

  1. Develop a content strategy
  2. Plan your writing cycle
  3. Actually write the content

It's really that simple. A Content Strategy lays out what the blog will be about and why you're bothering - hint, it should include a major consideration of why people who come to your site would care to read it. Planning your writing cycle sets internal and external expectations around the frequency of new content appearing - say, twice per month to start. The write! After all, with 1 & 2 it's just time isn't it? Well, if you're like most small business owners then time isn't something you have too much of. has been created explicitly to serve small businesses who don't have the time, energy, or expertise to develop a content strategy (for their website or their blog), plan and manage the writing cycle or write the content.

If you'd like your website to be an asset that drives leads, advances customers through the purchase funnel and even stands as a tool you can use in your offline sales efforts then please contact us today to learn how we can work for you.

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