Writing helpful and interesting articles, then posting them as blog posts on your website has many benefits:
Recognition as a Thought Leader
A thought leader is marketing lingo for getting your name or firm’s name considered an authority in the field. This is done by creating content such as books, public speaking, videos, and blog articles.
A good place to start is blogging. That way you get your name associated with good ideas and solutions to your target audiences’ business problems. Then when a reader is ready to hire someone you are top-of-mind.
Blogging can also lead to speaking gigs and you can use your blog posts as a good starting point for a book.
Being Visible Online has Advantages
Quality prospective employees may follow your content.
Existing clients may be more likely to refer you. “They (your firm) know a lot about retirement planning for small business owners, how to get new clients, etc.”
You get on the radar for speaking gigs. You become visible to the media such as writing for industry publications.
Opportunities to guest blog – you can pitch or be invited to write for authoritative blogs (called guest blogging). E.g. A blog article published on Huffington Post could get you a massive number of leads.
If your name is associated with an authoritative and credible source of information, readers are more likely to value your blog content, then visit your company’s site.
Blogging can help your Search Rankings
Blogging and guest blogging in particular can get you backlinks—links from reputable sites leading back to your website. Think of each backlink is a “vote of popularity” that helps improve your SEO (search engine rankings).
But you’ll only see results if your site is getting legitimate backlinks, not spammy ones. Google considers a backlink spammy if it’s from a blog that’s out of your niche or not reputable (e.g., a link on a fashion blog in India that leads back to an accounting site).
A legitimate backlink would come from a post related to your business sector.
For guest blogging, depending on the blog publication’s guidelines, you can place a link or two in the body of your guest post, or in the author bio at the bottom of the article. Those who click on the link are likely interested in accounting or saving on taxes – thus the traffic coming from it could definitely include potential clients. Be sure to publish on blog sites that allow “follow” links.
It is good to know how Google ”thinks”. Google has a system called Page Rank to compute how much the link is worth. The more “reputable” the website that has the link to your site, the better the link value. Getting a link from the Globe & Mail in Canada or the New York Times in the USA would be pure gold.
Use Your Blogs Posts to get New E-mail Subscribers
E-mail is still a very valuable tool but you need subscribers first. Be sure to have a simple e-mail enrolment on every page of your website – just ask for name and e-mail.
A blog (as part of your website) presents an opportunity to get more subscribers which you then add to your e-mail distribution list. Also, you can add a call-to-action that offers something they consider valuable – a free eBook or report to those who sign up.
You may need to do this in a two-step process for guest blogs:
In your blog or in your bio at the end of the article published on another website, mention the offer with an e-mail, phone number, or link to contact you.
Once the prospect contacts you – then you capture their contact details and provide the promised content. Now you have a new subscriber and a potential lead to follow up on.
The call-to-action link could direct the reader to a landing page, where the reader will be asked to enter their e-mail address.
This way, you can also build an e-mail list – then send your subscribers newsletters, tips, and notifications about new content or blog updates. With an extensive e-mail list, you can market your business to a wider audience at very low cost.
By publishing regular blog content that gets read by your target audience, you can become a trusted advisor even before they contact you.
Daniela Torres is the founder and Creative Director of KIAI. With over 12 years of experience working as a journalist, press officer and graphic designer, Daniela is a brand strategist that has been leading design and marketing projects for multiple industries. She’s also the author of the book “Build Your Brand – The 10 essential steps before launching your business”.
Creative Commons Attribution: Permission is granted to repost this article in its entirety with credit to KIAI Agency Inc. and a clickable link back to this page.