What is blogging?
Think of blogging as your business’s public diary of sorts. It’s a place where you can regularly share anything related to your business and/or industry. It could be a how-to tutorial of your using your product/service; or a breakdown and discussion of an industry specific paper that may affect your industry.
The aim is to create these diary entries (blogs) regularly so that customers will start associating your name and/or brand with events that happen in your customers’ lives. Blogs are also a space to truly show your business’s stand on things. It’s a conversation starter; that first impression where you can be as a personable as you like. You don’t have to get personal if you don’t want.
The more interesting and engaging tidbit information you share, the more likely users are to return and/or think of you as an authority in this space.
Another great thing about having a blog is they are a perfect tool or vehicle for SEO for your website.
Why is blogging so important?
Regular blogs have a great impact on your site. But don’t take our word for it, check out some stats from heavy weights in the digital marketing world:
Before we start…
There are a few things you need before we start working together to put a strategy and marketing calendar of topics we’ll write and publish. You need to at least:
- Know your business inside and out! Know your type of customer and have a clear business vision.
- Have an actual website (not a Facebook page or similar).
- Provide any existing marketing material about your company, products/services.
- Have a few ideas of want to share and/or show to new client or customer.
- Have access Google Analytics data (desirable!)
The Process of Blogging
We work with clients to make sure they understand the following process and why it is important:
- Learn and/or build your business’s voice
- Brainstorming topics and researching
- Scheduling a monthly calendar
- Drafting and writing
- Publishing and distribution
Blogging with your business's voice
With the information you’ve provided, we’ll get familiar with your existing marketing material and the history of your company. While we aim to provide blogs with as much or as little collaboration with you. Initially, we’re learning your business’s voice and what we should focus on in your blogs.
Content Ideas and Research
In association with any information you can provide us plus we research the general topic at hand, research your competitors and trends for the general industry you are in. Writing – let us do what we do best and that’s write!
Scheduling a Monthly Calendar
We’ll put together a monthly calendar of topics so that we both know what topics we have in the pipeline and when we can expect to write and publish them.
Drafting and Writing
Australian Copyeditor – ensures language is current and in trend for the Australian market. Oversees each blog and also provides quality assurance. Blog packages include 2 revisions.
We provide high quality, professional stock, royalty-free image choices per blog. You will receive these at the same time as the sign off.
Whether we send you the draft or you would like us to publish the blogs, we’re with you every step of the way. Once they’re up each week we can then track the blogs to see how each is performing and can identify what information your potential customers are looking for and when.
What is the ROI on blogging?
Blogging cannot solve a poor conversion funnel. If you start blogging but your site does a poor job of converting, that’s not the blog’s fault. There’s something wrong with the conversion of your site. Blogging in and of itself cannot create a spike in traffic without ample promotion and SEO. We recommend adhering to basic blogging SEO techniques when publishing your posts. We also recommend sharing your posts across different social channels and finding link-building opportunities with strategic partners, publishers or customers. Be patient. Traffic doesn’t happen overnight. It takes a concerted effort to see an increase in your traffic. We recommend at least 3-6 months before determining whether blogging is a sound investment for your business.
- SEO optimised content
- Niche research
- 2 revisions
- Published in your CMS
- 4 individual blogs
- Content Promotion of 4 blogs