Blogging tips for SMEs

As a start-up or a small business owner you might have been told by multiple sources that as part of your marketing efforts you should have a blog. You’re not really convinced about it though, as it’s is going to take time away from your already-busy schedule, you’re not sure about how effective it is, and you don’t even know what to write about.

As a branding and marketing consultant I particularly enjoy working with start-ups and small businesses as I understand the limitations that they might have in terms of budget, and this pushes me to find the most suitable solution using my expertise and creativity.

Blogging and creating content is one thing that I always recommend to my clients as it supports a digital marketing strategy that includes content marketing, email marketing, social media marketing, and digital advertising. Traditional marketing still works but digital marketing offers greater returns for smaller investments, well at least a smaller investment of money. A greater investment of time might be required but the returns are worth it!

Blog for SMESo, if you are thinking about starting a blog here is my list of DOS and DONTS for blogs:

Do have a blog! It’s one of the best way to establish you as a thought leader and to provide a unique insight into your product/services offerings. Ensure that the look and feel of your blog page, as well as the content, is in line with your brand. Also, link your blog to your website, or better still make it part of your website. This is particularly important because search engines love new content, so that helps with your ranking on Google, Bing, etc…

Don’t write just for the sake of writing. No matter the topic, what you write must bring added value to your customers and prospects. We are in an age of content overload, posts that have nothing to add to what is already out there won’t get your blog anywhere.

If you are stuck on the topics to write about there are a number of online sites that can help you, here are a few:

However, my recommendation is to take inspiration from customers’ feedback, from questions you get from prospects, from problems you think you can help your clients solve. Which links to the next point…

Do write with your target audience in mind. What information will they find useful? How will they perceive your brand based on what you write? Ultimately you write to get prospects and leads, so you must make sure that what you write resonates with your audience. Write about what you know, help them solve their pain points, and they will come to you.

Don’t forget a call to action! Whether this is to check your website, to like your Facebook page or to register for your mailing list, always put a gentle reminder for an action that the readers can take that brings a benefit to you. I understand it might seem hard to begin with, but without a call to action you might miss real business opportunities.

Do use keywords, especially long-tail keywords for SEO purposes, but…

Don’t over-do keywords. Ultimately the post is written to for the readers who want to find interesting content, not just a stockpile of keywords one after another. Additionally, search engines are getting good at picking up on articles that don’t provide value but are only trying to get a high rank, and they don’t like it.

Do share your post via social media and email marketing. Just because a post is interesting and very well written it won’t necessarily get noticed otherwise.

Don’t forget to use infographics, images and videos. Images are way more memorable than words and videos are proving to be great in generating leads. There are a lot of online platforms that can help you at little cost and with great results like Canva, Picktochart, Wideo, Pixabay and many others.

Do write regularly on your blog. Obviously frequency is important but I prefer a consistent calendar, even if articles are not so frequent, over a busy calendar for a few weeks and silence for months. And so does your audience. If your posts are good your readers will start to look forward to the next piece. So if you already have ideas for 5 articles, by all means write them all straight away but space their publication out so that you have always something to publish.


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About the author: Giulia Iannucci is a strategic branding and marketing consultant, and founder of KnowThyBrand. From brand identity to logo design, from website creation to digital marketing strategy, KnowThyBrand offers a range of solutions for businesses that are starting their journey and those that are looking to find a new way.

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