This guide to blogging explains why every business should be blogging to drive leads and sales to their business and to build authority as a brand.

1. WHY YOU SHOULD
USE
BLOGGING TO
PROMOTE YOUR
BUSINESS
By Jamieson Lee Hill
Head of Copywriting and Content and Videogame Storywriter

2. Blogging is writing articles relating
to the industry in which you operate
to attract visitors to your website
and develop your brand image.
What is Blogging?

3. • Blogging is a key part of what
we call the Customer Value
Journey which is the process of
building a relationship with
potential customers.

4. 7 REASONS WHY YOU
SHOULD USE BLOGGING
TO PROMOTE YOUR
BUSINESS

5. Lead generation is a major reason
for blogging. Well-written blogs with
content focused on solutions for
customer problems will bring traffic
to your business website.
For Lead Generation

6. “Businesses using blogs as part
of their content marketing mix
get 67% more leads than those
who don’t.”*

7. Blogging is part of an SEO approach. As you
receive more and more visitors to your blog posts
your ranking will increase in search engines like
Google if they stay on page and read your content.
Also, as external authorities share your blog
articles, you will get backlinks to your website and
blog which also improves your SEO and ranking
with search engines.
For SEO and Ranking

8. To Build Your Brand Authority
Blogging builds your authority as a
brand and it creates trust between
you and the reader. A prospect that
trusts your brand and finds your
content useful is more likely to
become a paying customer.

9. The key element to remember is that
your content should be authentic,
relevant, and engaging.

10. Blogging is Part of your Sales
Funnel
Your content should be linked back to the
landing pages of your websites. The blog
content should build your brand reputation with
prospects and as part of the Customer Value
Journey.

11. 05.Blogs Drive Long-term Success
When your prospects find solutions in
your blogs to their problems, issues, and
challenges, you become an authority for
them. This in turn builds trust and
respect and they are more likely to buy
from your business.

12. This is why blog posts are so
important for your business.
Quality blogs are likely to
drive the long-term success
of your business.

13. 06.Building a Knowledge Centre
A Knowledge Base or Centre is a large collection of
articles that inform your customer about your
products and services and issues relating to your
sector. A Knowledge Base is also excellent for
optimizing your website for search or SEO because,
with quality articles containing numerous keywords
relevant to your sector, increasing amounts of
visitors will come to your website.

14. Blogging Can Lead to
Inbound links
07.
Inbound links are what drive conversions
and ranking on a business website. An
inbound link is a link to your website from
another one. Inbound links and leads are
the juice that drives your business onwards
to success and sustainable profits.

15. ADVANTAGES
AND
DISADVANTAGES
OF BLOGGING

16. ADVANTAGES

17. • It builds the authority of your brand and trust with your
target audience.
• It brings traffic to your website .
• Blogging can generate revenue for your business by linking
posts to your products and services.
• Blogging is generally quite simple to do because most
website platforms have an inbuilt blogging function.
• It allows you to have a conversation with your target
audience.
• Posting your blog articles to your social media allows your
prospects to react and comment and get involved in your
business.
• Blogging can improve your Search Engine Optimisation or
SEO.

18. DISADVANTAGES

19. • Putting out low-quality blog posts can damage your
brand reputation, so make sure you only publish
engaging and valuable content that your target
audiences will rave about.
• Compelling blogging requires a constant stream of
creative ideas.
• Blogging is usually a long game because it takes time
to see the results of your efforts. You have to be patient
and wait for the results.
• It is not enough just to blog, you also need to promote
them.
• Promoting your can be done by sharing them on social
media or using paid promotion.

20. STEP-BY-STEP
GUIDE TO GETTING
STARTED WITH
BLOGGING

21. A Starting Point - The Customer
Avatar Profile or Persona
• Before you write a blog article you need to
understand the type of prospective customers
whom you are trying to reach.
• To develop a profile of your usual consumers,
use a Customer Avatar Profile or Persona.
• This research is the foundation of any content
creation whether it is written or visual.

22. Planning a Blogging
Strategy
Your research should start by
reading and listening to the
current trends, topics and
consumer desires within your
niche or sector.

23. In the planning stages of our blog you should
brainstorm answers to these questions:
• Who is your target audience? What are the
demographics of your target audience?
• What are their challenges, concerns, and problems?
• What solutions can you offer to their issues?
• What is the purpose of your blog and how will it
serve your target audience?
• What type of blog posts will work best for your
target audience? E.g. How to articles, interviews,
reactor posts etc.

24. • What will be the style and voice of your blog? I.e. informal,
chatty, serious, informative, lighthearted, etc?
• What kind of images and graphics will you include and create?
E.g. photos, infographics, graphs etc.
• What type of company news will you share and how frequently?
E.g. product and services updates, team news, innovation etc.
• Who will be in charge of creating content for the blog? Will you
have more than one person? Who will write the content? Who will
edit the content? Etc.
• Are there any topics outside of your sector that you can include
for interest to draw in a wider audience?

25. • An effective blog needs to be well-thought-out and relevant to your target
audience.
• One blog post a week of at least 500 words is a decent bar to set yourself.
• As you progress, you may start to post more often and almost certainly you
should try and create longer content because 1000+ words of quality content
should rank well if it is relevant to your target audience and has a good variety of
keywords.
• Keep an eye out for those trending topics and don’t be afraid to add new blog
ideas to match market trends.
• Lastly, I would recommend that you take a free course by The University of
California Davis and Copyblogger called The Strategy of Content Marketing.
Content Plan for Your
Blogging

26. Topics to Blog
About

27. a.Solutions Based Blog Posts
- Make a list of issues and problems your
prospects are facing and then plan blogs accordingly.
b.Tips and Tricks
-Giving practical advice related to products and
services is an effective way to bring traffic to your blog.
c. Adding Value
- By writing useful articles about your products
and services and how to use them, you are giving value to
them. This concept of added value is one of the reasons
why blogs are so important for businesses.

28. d.New product launches
- Whenever you have a new product or service launch,
create a blog or press release and post it to your website.
e. Press Releases
- Press releases can be used for launching new products
and services, but also anything exciting and compelling relating to
your business.
f. Trending Topics
- I mentioned this before but it is so important that you stay
in tune with the latest trends and topics in your sector.
g. Share Company News
- Sharing news from your business can be very engaging
especially if you have team photos and happy smiling faces.

29. Internal and External
Links in your Blog
• Internal links are links in the blog post to your own
website. The reason this is effective is that you are
showing your visitor the parts of the website which
you want them to see.
• External links are links to other websites. These are
articles to help you find other sources of information.
This is part of our commitment to sharing knowledge
to help people start their own business .

30. • A blog without a CTA is like a bow without an
arrow; you simply won’t hit the target if you don't
have an arrow to fire.
• It is a must that you direct your visitors to take a
certain action and send them to your landing
pages to see your products or services.
• Although the blog posts shouldn’t be overtly
salesy, the objective of the blog is to generate
leads and sales.
Calls to Action

31. • To optimize your blog usage, you need to connect
with other bloggers and influencers in your sector to
arrange guest blogging and share content on each
other’s platforms.
• Influencers are slightly different as the more well-
known they are, the more likely they are to charge a
fee for collaboration.
Networking

32. Inspiring Conclusion
• End your blog posts with an
inspiring conclusion.
• Give them a takeaway that
will have them salivating and
feeling all fired up.

33. HOW TO HAVE AN EFFECTIVE
BLOGGING CONTENT STRATEGY

34. Long or Short blog
posts/articles?
• Longer articles on your blog can help your
website rank better in Google. The
algorithm of search engines picks up on
longer, quality blog articles which have a
longer dwell time because people are
reading and staying on site.

35. Emulate the Best Blogging by
Competitors
• Analytics is a big part of effective blogging.
• You should analyse the best performing content put
out by your competitors in your sector.
• Read their content and see what they are doing well
and try to emulate it.
• The important thing is to identify and notice why
their blog content is so popular.

36. Analytics of your Blog
• Once you have a blog and you have
populated it with blog articles, the important
task you have in the long run is to monitor the
analytics of your content.
• Analytics is a discipline in itself and it shows
you which content is performing well and
which is not.

37. Repurpose Blog Content on
Social Media
• It is not enough just to write your blog, you also need to
promote it.
• Each blog post should have a CTA (Call to Action) asking
people to sign up to your blog via email or to send them
to a landing page with your products or services.
• If they give you their email, each time you post new
content you can send it to them and it keeps your brand
at the forefront of their minds.

38. • As you email your blog content to
subscribers, bear in mind that your
blog is there to build the brand and
business as an authority and expert. It
should not be overly salesy, lead with
value first, giving solutions to your
target audience’s problems.

39. For more featured articles
about business, visit us at:
Website: https://www.lovemybusinesses.com

40. THANK
YOU!