To be honest, I’d be hard-pressed to find instances in which having a blog on your site is not useful. Often people might be intimidated by a blog because they feel they have to write several times a week, but really, the key is quality and consistency. There are many benefits to having a blog and I’ve listed a handful below in case you’re on the fence.
For someone like myself, having a blog is great to show my expertise and to give potential clients an idea of how I work. You can get a sense of someone’s tone, values and approach by reading articles they’ve written.
Build Trust Online
It takes several touchpoints before someone is willing to hire you. Not everyone is going to sit down and read your site from top to bottom, so having alternate places to get information about you is beneficial. And what better way for them to get to know you than to read useful content on your site? Often people don’t want to reach out to you until they’re a little more ready to buy because they don’t want to spend time on a possibly lengthy sales call. A lot of their questions or concerns can be answered by well-crafted articles on your site. As they become more familiar with what you offer, they’re more likely to get a sense of if you’ll be a good fit for working together.
Show your expertise
The more you share about your approach, your work and provide useful tips & resources, the more readers will start to come back to you when they have a question about a topic you’re an authority in. Have you ever struggled to make a decision on something and thought to yourself, “let me see if So-and-So has anything on her blog about that”? Well, that So-and-So can be you one day. You can be top of mind as you gain followers and your followers will naturally start to share your content with others.
Blog posts are shareable content
Once you have your article written, you can share it throughout the web and get more exposure. Pinterest has a ton of articles on pretty much anything you can think of. You can share on Twitter, Instagram, Facebook and it will allow friends of followers to see it in their feed. Integrating share icons at the end of your blog posts will allow a visitor to share your content on their own social media account, growing your exposure.
Blogging on your own site serves as a home base
No matter what social media platforms, content upgrades or other sites you link from, having a blog will lead new followers to learn more about you and what you have to offer. Blogging keeps your site current and Google likes seeing regular updates on sites. The more people come to your site, the more it will continue to direct people to it.
Answer specific questions your prospects may have
Even if you don’t have an editorial calendar set up, having a few strategic articles that help answer your prospect’s questions about working with you can be enough to consider it worthwhile. You can even go back in every few months to update those same articles with more updated or relevant information to at least keep them current.
It’s easy to say, ok that all sounds good, I’ll just start blogging… but keep in mind there is a lot of time and dedication that comes with it.
Writing takes time
No huge surprise here, but in order to churn out articles, you have to set time aside to write. For some, writing comes more easily than to others, so how long you have to write for depends on your writing style, content and how lengthy your articles are.
Blogging requires consistency
You don’t want to write one post today and then nothing for 3 months, and then put up 4 articles in one day. I mean, you could, but then people then won’t know how often to come back to your site to find new content. You don’t want them to forget about you in the process. Whether you blog once a month, once a week or once a day, consistency helps.
There is marketing involved
Unless you already have hundreds or thousands of people coming to your site naturally, you need to get your content out there for people to find and read. You want to create shareable graphics for whatever social media accounts you’ll be using and you have to invest a little time scheduling your posts and sending traffic back to your blog. Blogging success doesn’t happen overnight, you need to build an audience over time by sharing useful content they’re craving.
While the decision to blog or not to blog is entirely your own, the one thing I would say is, don’t stop yourself from blogging because you don’t know what to write about or because you don’t think you’re an excellent writer. I don’t by any means consider myself a professional writer, but I do my best to answer questions I get asked often in a clear and simple manner. Besides, the more you practice, the easier it becomes.
If you don’t know what to write about, simply ask your followers! What would they most want to learn about from you? That can immediately give you some ideas for content.