Is your business currently blogging? What kinds of topics are you writing about? How much success have you had? I’m willing to wager that if you’re reading this article, you fall into one of two camps: Either you’ve been blogging for awhile and just aren’t seeing the needle move or You’re just getting started with inbound marketing and want to make sure your first steps are in the right direction. Whatever the case, I’m going to give you a comprehensive list of business blog topics you will want to start writing today.
You know what my favorite stage of the buyer's journey is? The consideration stage. This is where buyers really start to ask the questions that will ultimately decide what they purchase. It's also the stage most businesses ignore, dismiss, or don't really consider creating content for. Why? Because they're too busy fine-tuning their offerings at the decision stage or cranking out tons of fluffy content at the awareness stage hoping to bring new people into the funnel. They focus on the two ends of the funnel, where people come in as strangers and where they exit as customers, but it's the middle of the funnel where most of the buying decision really happens. It's here where consumers will do the majority of their self-driven research into all the possible solutions to their problems. And it's here where I teach my clients to focus a lot of their content creation efforts.
Let me start by painting a picture for you; You have your coffee, quiet music playing, you're nice and cozy and ready to start writing. And then it happens... The blinking cursor starts to taunt you and absolutely nothing is moving from your brain to your fingertips. Your screen is blank, your mind is too. You've officially hit writer's block.
Even if people are completely bought into the importance of blogging for business, it can be difficult to get them to follow through with it. Perhaps they “don’t have the time” or aren’t strong writers; whatever the reason, getting some to create a piece of critical SEO content, can be like pulling teeth. That’s part of the reason why at IMPACT, we offer an interview-based blogging service to clients.
You know what used to grind my gears in high school? When teachers would make me turn in an outline for a paper that was to be graded independently, before my paper was due. The whole exercise seemed pointless to me; why did it matter what the paper looked like before it was actually written? In my 16-year-old brain, the answer was obvious: They were gleefully torturing me with busy work that would prevent me from watching the Backstreet Boys perform on TRL with Carson Daly. Oh, to be young, self-centered, and boy band-obsessed.
If you're reading this, it's likely we've spent a lot of time together over the past year, or even the past few. We're basically best blog friends and, as blog besties, I know you'll forgive me for bragging for a hot minute. (Clears throat)
Your business’s blog is a staple for driving new users to your website who seek knowledge and answers to the questions they have. It thrives on expert content marketing that’s valuable to your audience which ultimately helps drive visitors to grow your business. In fact, small businesses that blog get 126% more lead growth than small businesses that do not blog (Source: HubSpot). While content marketing on your blog is a crucial part of making sure you’re generating traffic to it, content alone will not ensure your blog is making the best impression.
All the data I've seen points to a strong correlation between organic traffic growth and the frequency with which companies blog, so I was fascinated to learn how Stephen O'Connor and Kaitlyn Petro were able to reduce the number of blogs they published while dramatically growing organic website traffic for Advanced Data Systems Corporation. Stephen - who is the Director of Digital Marketing for ADSC - and Kaitlyn - a Strategist with IMPACT who works with Stephen on the company's marketing, break down some of the key lessons they've learned throughout the five years they've worked together.