Tidbit: Why a Blog is Critical to Your Business

Hey!  It’s time for another Green Cup Design Tidbit.  This time I sat down with our content ninja Will to discuss the ins and outs of why a blog is so important to a website and small business.  I know you have a lot of things on your hands (I’m in same boat!) but this is really important!  So watch the video to gain a better understanding of how you could be using a blog.

Transcript

Veronica:  Hi, I’m Veronica.  I’m the Founder of Green Cup Design.

Will:  And I’m Will, I’m the Content Writer for Green Cup Design.

V:  And we’re going to discuss, just real quick, why blog posting is such a big deal for your small business.

So, uh, we were just discussing a minute ago, that blog posting is huge.  And, I mean, you do this every day, right?  Right.  So, blog posting isn’t just to make noise, it’s not about your cat, it’s not there to be fluffy or anything.  There’s actually a really good purpose for having a blog.  We talked about three pillars, right?  So, do you remember what those pillars were?

W:  Yes.  There’s static content, which just lives on the website and is for people who are bouncing around and found you to read and cherish and entertain themselves with and gain knowledge.  Blog posts, which can be used for SEO purposes and Search Engine Optimization, and then there is content geared toward Social Media.  And those three things can be one in the same, or content can be geared toward one of those things, depending on what your business is looking to do with their content.

V:  So, for example, we were talking about Static Content doesn’t really drive people to your website.  Like, why would I go back to a website that is just the same all the time?

W:  Right.  So Static Content, the advantage is that it doesn’t have to be outward facing.  It can be there to help decrypt your product.  A lot of times brand identity is so distilled and so compressed, while static content can help expand it.  So if someone comes to your website and they think they like what you’re doing and you’ve given them a sentence explaining what you do and the personality behind it, a well-written piece of Static Content can then help explain who you are and what you do and why you’re a great fit for your customers.

V:  Right.  Like ‘why am I on your website all of a sudden?’

W:  Right, so stuff like that people may not read more than once, but it’s the type of thing that can function as a supplement to a landing page.  It’s the type of thing that businesses may share with each other when recommending your company.

V:  Yeah, that’s a really good point, too.  For example, for us, I’ll get asked all the time ‘what are your services’ and I don’t share a home page, I share a Service Page, because that’s actually what they need to know and it’s also honed in a way and breaks down what we’re doing.  Like with Content Writing it breaks down that we do Content Writing, we do a couple different times, and like you said it distills it for them.

W:  Right.  And with the project I worked on with you recently there were different landing pages for the different services for the company, and kind of explaining for the customers exactly what they need from the company in very siloed ways.

V:  So with blog posting, we’re kind of accomplishing two different things.  We’re accomplishing interest for human beings, and things to read, but we’re also garnering interest from Google.  So why don’t you talk about the human interest and I’ll go into a little bit about SEO.

W:  Yeah, so in terms of human interest, a blog post can inform your audience for the industry, but it can also be a mouthpiece for what your company is passionate about.  Content really functions as your main way of communicating with your audience through your website.  There are different ways of marketing ways to reach people.  So a blog post can be used for Social Media, which I like to think of almost branded content.  So if you’re hosting a blog article on your site, and it’s about something relevant to more than just your company, people will share that, people will interact with that, and every interaction is someone interacting with you, and everyone who clicks on that blog post and comes to your website gets to know more about you.  So blog posting for Social Media is important.  Also in terms of keeping up to date with the industry you can tell people what’s going on in their field.

V:  Like the Michigan Economic Development Corporation, they probably have a blog that they keep because there are a lot of laws that are changing, but it’s not just Michigan laws, it’s laws for different areas, so if you’re looking at how these things affect Small Businesses, that’s a really good use of an industry-style blog.  It’s not … it can be shareable, but it’s not geared to be sharable.

W:  Right – it’s not geared in the way that we’re speaking directly to a single person or a single Facebook account, we’re sort of talking to single businesses, and an industry-related blog post can be more of a resource than anything else.  And that’s the type of thing that people will say ‘oh did you see that article on Green Cup about X, Y, and Z’ and then they’ll be going back to that as a reference point almost.

V:  So as far as SEO goes, Search Engine Optimization, so Google, over the years has done everything it can to gear it’s results to human-centric results.  So when you go into searching and you can’t find what you want you don’t use Google anymore.  Right?  Why would I use Google if I could use Duck Duck Go and they do a better job?  So Google has to do the best job at getting human-centric results.  Which means that it wants as many details as it can get about what you’re doing.  So by having a blog, you can basically narrow down the field constantly as to what your company is about.  So if Google isn’t sure at first about your services or what type of people, eventually by having a blog you continue to reinforce and maybe even add or subtract from the possibilities so Google can really target searchers to come to your website.  People who might actually convert as opposed to, like, an interloper.

W:  In terms of raising value, the more articles that are hosted on the site and the more relevant they are, the more your articles are reacting to other things going on and linking to other sites, it does make your website more valuable.  So when people are looking for it, you know, if you have this really valuable web property, it might be more valuable than your competitors, as far as this valuable website is actually engaging with people and trying to stay up to date, whereas this other site is just a landing page with contact information.

V:  Yeah, a more engaging website is more valuable as far as Google goes.  Google puts so much more weight on that.  So with regards to Social Media, we touched on that a little bit, but writing blog posts in order to share to Social Media, and also gearing Social Media back toward your blog posts … you mentioned there is a little more of a science to do that.

W:  Well, it can be sometimes be different writing as well.  Blog posts allow you to be more personal with the people you interact with on Social Media, and showing them something new.  Because for Facebook there’s a timeline full of articles about whatever you’re interested in, and if you follow a bunch of similar websites in the industry, you by necessity have to offer your audience something unique.  By creating content with the flavor of your company, that is personal, people will more likely click on your article over someone else’s.  They’ll more likely share that.  Also, another interesting thing about Social Media is it’s a way to curate an online persona.  So the more personality Social Media posts have, the more likely people are to share them because it becomes a reflection of them.  And so by interjecting less formal language, and humor every once in a while, Social Media posts become more about your audience identify with your company and having you be a reflection of their interests and what they care about.

V:  And that’s half the reason why people choose a company over another – they can actually identify and feel comfortable with, whomever they are feels comfortable with whomever you are as a company.

So with blog posting, there’s almost a side effect that happens when you are running a blog that is of definite benefit.

W:  Yeah, so the more blog posts you acquire the more it builds your site up in a very covert way.  Which does factor into SEO, again, with engaging your audience,  but you can have a website that functions with very clean, very streamlined menus and landing pages, but have an entire fleet of articles written in the article or blog section that makes your website very big, impactful, and meaningful without affecting the silos of a homepage, or a contacts page, or an about page, which can be really great for not only SEO but also creating a lot of different pages that people can get to your website through.

V:  And an authority.  Expert voice.  You’ve written so much content about this, you must really know what you’re doing – we’re hiring you.

W:  Yeah, if you’re writing one article a week that’s 52 a year, and if each one is a different subject or unique subject within your industry, then you almost create a cohesive work through your company that people can bounce around in.

V:  You actually touched on a really good point, that a minimum of a weekly blog.  If you do anything less than that you’re going to lose interest in people and in that authority voice.  In fact, more than weekly, twice a week, three times a week, that’s where you start getting into some really good sweet spots depending on your industry, of course.