Since I started using Linkedin more frequently, my website blogging has gone off the boil and gradually became almost non-existent. I’m afraid I haven’t practising what I preach. I realised this when I was asked by a fellow copywriter on their LinkedIn post about what bits of advice we give clients but don’t act on ourselves.
Yes, I should be blogging more on my own website, because yes, I post regularly on LinkedIn and other networking groups on FB. But rely on one network too heavily and it goes under, what where does that leave us? In a nutshell, nowhere, because if we depend too much on one thing, and suddenly it ceases to exist, where do we go to peddle our wares?
I’ve discussed this with my peers. And it’s hard to find an answer, because there’s a lot of us everywhere, well there are if you’re a copywriter or a web designer. You could argue that these sectors have become over-saturated, although there will be plenty who argue that there’s always room for more copywriters and designers who offer value, who niche in a particular area, who know what they’re doing.
A lot of copywriters don’t provide blogging anymore as a service and have moved on to more lucrative areas like direct response, and those who do still do content tend to stick to web copy and single one off web pages. It’s not hard to understand, blogging takes up a lot of time, but the question is it lucrative enough to be worth doing in 2019 regardless of whether you’re a copywriter or any other type of business?
My answer is yes it is.
A blog is a valuable addition to your business’s website because it not only acts as a demonstration of your expertise, it shows potential clients your style of writing if you’re a writer of some capacity, and it also shows people the person behind the business. Now I’m not telling you this because I’m blagging myself a job, as I too have been moving away from the blogging recently (or should I?). However, I do think it’s valuable for me as a calling card for my writing style and my abilities as a copywriter, to demonstrate my expertise and knowledge in one area to potential clients.
A short and succinct blog can provide answers and information that helps potential customers/clients see what your product or services are about. It can be fact based, in the form of FAQ or bullet points, and yes you can make them longer if you have something to say. Long copy isn’t dead. Information has its place as long as it has value, it can help your website climb up the search engines, increase visits to your website, helping it rank higher with Google.
According to one blog, https://www.oozlemedia.com/its-2019-is-blogging-still-a-thing/ 47% of new buyers view at least 3 to 5 blogs before they engage, this could be anything from a short piece on your home page to an informational piece on your dedicated blog page. In fact, the same site argues that 67% of small businesses get more leads than those that don’t have an up to date blog. If it’s SEO optimised, even better.
On a social media networking site potential clients are only getting half the picture, yes you can keep posting a link to your website, but if you post a blog to your site (like I’m doing now) your audience are going to have to visit the link to your site to read the blog, and then who knows, they might browse the rest of it while they’re there.
And as another digital marketing agency argues https://hoohar.co.uk/does-a-business-still-need-to-blog-in-2019/ SEO is still a driver for targeting clients to your website. They argue that:
“Consistently adding blog posts is also an important trigger for Google and other search engines because it shows your website is alive, it is being monitored and used. But it also signals you are a business that can be trusted to produce authoritative, informative posts that your customers need – especially if you share your posts and get people to like, share and comment on them too.”
Quality is key, and you don't have to blog every single day or week, it can be biweekly or monthly as long as it’s regular and fresh, informative and not too arduous. Remember your core target audience - those who are likely to buy from you. Who are these people, and have you done some research before starting? And you can always exchange one week or month for a video, keeping it in people’s minds and providing a different media as a way of talking about your products or services.
Get it right and you could see in increase in traffic and more lucrative leads.
And if you don’t have time for that you could hire a copywriter to do it - like me. Yes, I’ve been lured into believing in the art of the blog again because I’m beginning to see its value once more, I am renewed! - question is as a business, do you appreciate what a blog can do for your business?
And if you don’t have the time for that either you could always start your own choir and get them to sing your business’s praises, there’s a new complaints choir that do exactly that!
if you’d like to work with me I’m an About Page, bio. profile specialist and I also provide full web copy and brochure copy for online or print. Get in touch today if you’d like to work with me. email@example.com