How business blog writing services can benefit your business

We draw your prospective customers in by informing rather than selling through insightful blog content.

What is a business blog?

A business blog provides you a channel to inform and educate about different aspects of your industry – to position yourself as an expert in your field. It forms a crucial part of your search engine optimisation (SEO) strategy, feeding a regular flow of content onto your website, keeping it visible and engaging.

  • An accountant might talk about some of the best accounting systems for small businesses
  • A business consultant might recommend the best books to read to grow you and your company
  • An HR consultant might discuss the best ways you can best motivate your workforce, the latest performance management trends, or how to guide your renumeration and rewards policies
  • A Software-as-a-Service (SaaS) company might inform on how to get the best return on your tech investments, the gains and pitfalls of IT expenditure, or the pros and cons of cloud versus in-house systems.

How MA Technical Copywriting can help you

The above are just some examples. Whatever your industry, you can use your expertise to inform, increase your online presence, and draw in a trusted readership that repeatedly revisits you. This is the essence of a blog. By informing the reader through an inbound marketing strategy, you are gaining trust and being helpful – not deliberately selling.

‘Inbound’ means ‘pulling/attracting’ prospects in, so next time they need your service you are their first port of call. The reverse is an outbound sales strategy which ‘pushes’ your product or service towards them through various advertising means. The market is saturated with companies using pushy sales methods, so consumer tolerance is wearing thin to having products pushed in their direction that they neither need nor want.

How Mark Atkinson from MA Technical Copywriting can help you

This ‘pulling’ approach is the essence – and value – of our blog writing services. We use our 20-plus years of copywriting and content marketing to help you attract your target market so that they are more likely to engage, revisit and if it’s right for them, buy your products or services.

MA Technical Copywriting will help you:

  • Put your business at the forefront
  • Assert your expertise and give you the edge

By learning more about your business, we will work with you to develop an effective and sustained blogging strategy.

‘Inbound’ means drawing prospects in, so next time they need your service you are their first port of call and not your competitors.

Blogging hints and tips

1. Use numbers but be engaging

Write something you feel is relevant and will interest the reader. Readers have short attention spans, particularly online.

Number lists are great. Search engines love them – but make them real and interesting for the prospective reader. https://www.macopywriting.co.uk/7-tips-for-bid-writing/ for example, or https://www.macopywriting.co.uk/6-pointers-to-using-a-copywriter-for-your-annual-reports/

2. Use images

Images will attract people to read your blog. They could be corporate, creative or have a humorous touch, depending on how you want to portray your brand. But always make sure they are good quality and draw the eye.

For digital, you’ll need smaller-sized images than for print. In fact, better to use to use lower resolution images for digital to make sure there is no lag in your blog pages opening.

3. Generate ideas

This is more straightforward than it may seem on the surface. The key is to generate a list of topic ideas in advance. The best way is to note them down as they come to mind and as they arise every day.

Think about how you can educate the reader on the challenges and solutions related to issues within your industry. You can then expand on each idea, speaking from your own experience.

4. Decide on post frequency

This is critical. Decide how often you’re going to post with a realistic schedule you think you can stick to – two or three times a month for example. Then once you’ve made the commitment, stick to it. A blog that hasn’t been added to for several months will send the wrong signal and be counterproductive.

5. Write a stock of blogs 

The way to sustain your blogging frequency is to write a stock of blogs in advance. If you try to write each blog from day-to-day, or week-to-week, you will not sustain it. They can be in a loose weekly and monthly order but flexible and not set in stone. Then, when topics crop up from day-to-day, note them down and include them in the schedule. The key is to sustain your blog in the long-term, but also to be fluid as topical subjects arise.

But as much as search engines love a regular flow of content, it must be original. If you repost other people’s content on your website, or that you had published previously, you could in fact lose visibility.

6. Use keywords 

Pick out keywords and phrases that correspond with the main aspects of your own business and use them within both your website and blogs. Your keywords and key phrases are essentially the terms people search for. If you are a solicitor for example, you might include ‘What to consider when writing your will’, or ‘Things to watch out for when buying a property’. This will go a long way to improving your search engine rankings. It includes putting a key word or phrase into the heading.  

At the same time, the top search engines will penalise you for cramming key words. You need to use them sparingly and naturally into the text. Overuse of keywords will make your blog less interesting to read and work against you in terms of search rankings.

The top search engines want the Internet to be a place of knowledge and interest. The main thing is to make your blog a good read.

7. Use links

In the spirit of giving out engaging information, use links to support your blog. These could be links to other people’s sites, along with links to other pages within your own website – as long as they are relevant. The main thing is to make sure the links are useful which will make your blog more interesting and readable. But make sure that external links open in a separate window to ensure you are not taking visitors away from your site. Also, that you are not using direct competitor links.

This blog shows a good example on how links can be used well: https://www.macopywriting.co.uk/using-graphic-design-to-bring-your-reports-to-life/

Talk to us

To find out more about how MA Technical Copywriting help you writeedit, and/or design your business blog, contact us on +44 (0) 1242 230404 or hello@macopywriting.co.uk.

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