Work and Money
6 Ways Blogging Can Turn You into an Industry Leader
Blogging can be a valuable tool if you’re trying to get the word out about your business to potential clients or consumers. But being a good storyteller doesn’t come naturally to everyone. To help people develop and hone their communications skills, Keeley Walker founded KW Comms Ltd.
Before launching her business, the London-based communications professional worked for major corporations, tech startups, and covered major events as a journalist. She tells CircleAround that her journalistic background gave her the foundation to do what she loves, and to tell stories that sell.
"Never forget that all feedback is valuable, even if it is opposing your own point of view."
“Selling a concept to a consumer requires an entirely different angle than selling it to investors,” she tells CircleAround. Walker believes blogging can be an empowering way to switch gears and launch a business that truly makes you happy. She says she hopes “to help as many people as possible work from a place of pleasure, not stress.” Recently, she completed ghostwriting her second children's book for an “incredibly talented illustrator who was unhappy at work and wanted to realize her dream of publishing children's books, but lacked the ability to write the words to accompany her beautiful images.”
CircleAround caught up with Walker who provided a few tips from her own blog, on how people can use blogs to boost their visibility to both clients and consumers.
1. Become a Thought Leader
Maintaining a blog for your business will help visitors understand that you truly understand your industry. They will consider your blog to be a source of valuable information, along with learning a little more about who you are.
“To have any chance at business success, the most important thing you must establish is credibility in your field,” Walker asserts. “Assuming your content strategy has been well-researched and optimized to attract your target audience, blogging about your subject establishes you as an authority on the matter.”
2. Don’t Discount SEO
Most of SEO comes down to identifying keywords that resonate with the kinds of people you want to attract. It’s an art form for sure, but Walker feels keeping a blog for your business is one way to easily master SEO.
“Blogging allows you to incorporate your favored long-tailed and short-tailed keywords so that Google begins to rank your website for them.”
3. Convert Website Traffic into Leads with CTAs
Calls-to-action, or CTAs, are phrases that encourage visitors to take an action on your site or through your content. Adding CTAs can help drive traffic and build bigger audiences. “Decide what you want them to do before you start writing," says Walker, "and then guide them toward making that decision with your copy."
“Click here!” “Learn more” and “Try it now, for free” are all simple ideas that make a big impact.
Walker also suggests incentivizing your blog posts with access to webinar invitations, free ebooks, content templates, checklists, or informational fact sheets, which all add value to your brand and content.
4. Gain Customer Insights
“Never forget that all feedback is valuable, even if it is opposing your own point of view,” says Walker. Comments on your blog can provide you with an idea of what your customers want, what they like, dislike, and more. “Think of it as your very own bespoke PR tool that you can use to your advantage whenever necessary,” she adds.
5. Keep Up with Your Competitors
“If your industry rivals have a company blog and you don’t, then, I’m sorry to tell you, they are several steps ahead,” Walker states. “With your own blog, customers that might otherwise be theirs are now ripe for the plucking.”
6. Generate Sales
All of these tactics help establish a relationship with website visitors and act as a marketing tool. “If they are still reading, then it’s safe to say they like what they see,” adds Walker. “And so, your blog acts as the drinks reception that precedes the big event. As long as your content provides a logical link to your product or service, it stands to reason that those interested enough to invest their time into reading your content are in a need state, which you have the capacity to fulfill. Just don’t forget the relevant CTAs at the end.”