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women writing a blog on her laptop - image supporting blog on how often should I write blogs

How often should I write blogs

By A Helping Hand, Small Business Marketing, Strategic Planning

women writing a blog on her laptopAll good articles end with an ‘it depends’. So I will put mine at the beginning so you can make the right inferences for your company as you read through. Rather than giving you a prescriptive answer to the question “How often should I write blogs?”, let’s break it down into 6 questions that will give you an answer.

Question 1. Who do I want to read my blog?

Writing a blog is one thing, writing a purpose-filled blog is another. If you want your blog to bring in new people then the goal is reaching as many people as possible within your target market. This creates a need for more blog postings as growing an audience requires many blogs on different subjects and aspects of business.

If instead, you are writing for a group of people who you think will read most of the content you put out then you want to avoid ‘bombarding’ them with content and keep the blogs less frequent but in greater depth about specifics.

Question 2. How are they going to find my blog?

There are many ways people can find your blogs, but a search engine algorithm is the most common for new traffic. Assuming you want yours to be found by those most likely to possess a sympathetic ear, it is important to know how to make your work appear before your competitors. SEO (search engine optimization) is greatly helped by blogs and their content. New content is favoured as most people looking for information want the most recent accounts possible, this favours a high output of blog posts to always have something new.

Depending on the length of time your business has been releasing blogs however it may be that you have an awful lot of content already out there, but it is ageing and becoming obsolete. Updating your posts can be just as important and if you are a smaller team a lot more viable than writing new ones every day.

If people are coming across your content regularly then it is fair to assume they are interested in your business and have looked at your website (which you should link in your blogs). Make sure to have an obvious opt-in for email updates that will allow you to collect data on your readership and produce much more targeted marketing. Email campaigns are a sure way to reach people that have already found you, but for maximum exposure, it’s a good idea to diversify your content platforms. Social media is a real powerhouse when it comes to locating information, insure any posts about your blogs have the relevant hashtags to your sector and interests. This gives people the most chance of finding you.

Question 3. What should be in my blog?

When deciding what to write in your blog posts keep in mind that it is not what you want to write about but rather what your audience will want to read about. What sector you’re in, how you’ve segmented your market and what you are trying to achieve with your blog are large determining factors. If you are trying to entice your reader to purchase a product or service then the blog should lean towards the shortcomings of life without it. Avoid making sales to obvious, readers are aware there might be underlying reasons for the blog’s existence but it should remain an enjoyable and informative read none-the-less. ‘Bigging up’ your company and achievements is important just ensure it doesn’t sound like bragging or like you are overtly trying to sell something.

Question 4. What do I want my audience to do with the information?

So you have people reading your blogs – great, now what? It might be that your objective is complete already, they read it.  Releasing lots of blog posts can help accelerate brand awareness as the more content available the more chance of people finding it and remembering your brand. Interested readers alone often aren’t enough for small business though, they must create sales leads. This is the tricky part, if you create content on too large a variety of topics it might look like your business isn’t specialised enough, too little and you look unprofessional.  

 

Question 5. What does my content strategy say?

Blogs fall under the marketing umbrella and so it is a good idea to include them in your marketing strategy. This should be an in-detail plan of what is going where and when. Getting inspired by a blog on how often you should post and sticking to it, are very different. Remember when it comes to blog writing, consistency is key. Small businesses are often advised to release 16 blogs a month. This keeps them relevant while not taking up too much time (and budget) for the value they provide. Only you know how much of your business is dependent on blog generated leads so only you can know how much time to dedicate to them. 

Keep in mind all content strategies differ based on a few guiding factors, the size of your company being the first. Larger companies are likely to have better and longer relationships with clients and customers, this means their focus shifts towards fewer blogs in much greater detail. Your sector matters as well, some companies are a lot less dependent on a consistent stream of leads. One or two large clients may be all a small firm can provide for, reducing the amount of content they need to put out. 

Your content strategy should also outline whether you have an inbound (people coming to you) or outbound (you going to others) strategy. Inbound strategies require a greater amount of content as you will need to capture the most amount of interested people as possible. Outbound strategies require less content to avoid a ‘spam’ look and therefore require more careful drafting and a greater sense of quality.

Quality and quantity are often seen as an either-or, but for blog writing each company needs to strike its own balance. No matter what company you are, producing such high-level blogs that mean they are always in development, running overtime or missing the boat on time-sensitive topics are no good. Quantity is of course no good either without sufficient quality. As I said previously each company must find its own balance but a good test is to have someone else read your blog and tell you if what they think of it. If they report what you intended, the blog is finished.

Question 6. What are my resources?

The danger for lots of small businesses is picking a number of blogs to write a week while the pipeline is relatively quiet and then being overwhelmed by work the next week and therefore no content is released. If you are a small or even solo team then overpromising or overstretching yourself/s will only see your level of stress go up and eventually productivity will go down. 

The simple answer to the question “how often should I write blogs” is: the correct number of blogs to put out is the number that you can sustain over a long period. If you are too busy to do this, outsourcing your content creation as you grow is a great way to make sure your content strategy doesn’t fall by the wayside during busy periods.

 

At SME Needs, we’ve been crafting bespoke content strategies for our clients for years. If you’re one of the many businesses with too little time or knowledge to create your own, and without the budget to hire a full-time marketing executive, give us, your virtual marketing director, a call on 020 8634 5911 or click here.

If you would like to discuss your marketing budgets and plans, give us a call and let’s talk.

Tel: 020 8634 5911

where to start with digital marketing

Digital Marketing: where to start

By A Helping Hand

where to start with digital marketing

It might not be considered “new” anymore, but it’s never too late to start digital marketing. Research suggests that while B2B marketing spending in 2020 has fallen (due to the pandemic), digital marketing spending actually increased, overtaking traditional mediums. Even if your existing offline marketing is providing a solid ROI, perhaps digital could be another strand in your marketing mix.

As we’ll explain more, the beauty of digital marketing is that it can be implemented for no financial cost and can be instantly measured for effectiveness. It’s marketing’s answer to no-win, no-fee. So, why should you start to dabble in digital?

What is Digital Marketing?

First, let’s clarify. Digital marketing is pretty self-explanatory; it’s any marketing that takes place on an online, digital medium, such as email, websites, social media and search engines. In other words, it’s any marketing connected to the internet.

It differs from offline marketing in its implementation, as well as its form. For one, digital marketing is a great leveller which is good news for SMEs. It’s largely free at the point of entry and its customizability allows you to swoop down and target the select few most likely to buy from you. So, for you digital newbies, we’ve detailed why and what you need to start.

Why start Digital Marketing?

While there may be a lot of new skills to get to grips with, there’s a whole heap of new opportunities provided by digital marketing.

1. Do a lot more with a lot less

One of the clearest benefits of digital marketing is that much of it can be done at no financial cost. For example, creating social media profiles for your business and putting out regular content. This might be time-consuming, but for a savvy social networker, it can mean access to a whole new audience without spending a single penny. Alongside email marketing campaigns, blogs and organic SEO, there’s a lot of ways to boost your visibility and engagement with little risk.

2. Opportunities for more focussed, tailored marketing

Instead of the one-size-fits-all approach of offline marketing, digital allows you to tailor, personalise and control what you put out and to whom. Let’s say you own a paper company. Your target audience is likely to be CEOs of publishing companies, of a certain size, in a certain region. The customizability of digital ads allows you to target only those that you consider potential clients, rather than spending money on exposure to an audience unlikely to convert.

3. Chances to measure effectiveness

You don’t have to take my word for it. Another advantage of digital marketing is that you can see the levels of reach, engagement and even track leads back to the original source of interest, in real time. Free platforms, such as Google Analytics, allow you to measure what part of the marketing mix is working and (even more importantly) what isn’t. This is one of the key advantages of digital, since it’s notoriously hard to gauge the ROI of offline marketing methods until long after the fact, if ever. With digital, you can use this readily available information to cut out the dead weight and reinvest in more lucrative marketing channels.

What you need to start Digital Marketing

To make the most of the opportunities afforded by digital, there are a few things you’ll need.

digital marketing tools

1. Digital literacy

Do you, or someone in your team, have the requisite IT skills to implement your own internet marketing? Similarly, the tone of platforms such as Twitter and LinkedIn are different from offline platforms. Do you know how to adapt your current copy to fit the distinct tone of different digital platforms? If the answer to either of these is no, consider whether it’s worth training you current staff, or outsourcing to a marketing specialist.

2. Time and talent

The possibilities for user engagement on digital platforms are some of their best features. Clients feel valued when you’re contactable via comments or direct messages. However, this is time consuming. You want to ensure you have the right talent available to cover the social media management. Similarly, the free endeavours like creating original blog content take time and effort. However, you don’t necessarily have to hire or outsource. Here are some examples of marketing tools on the market that can help.

3. A cutting edge

Is your messaging clear and convincing enough to stand out online? The abundance of free marketing space that digital platforms have created means that you have to rise above your competitors. Your message, pain points and ideal client should be worked out in your digital marketing plan if you want to cut through the noise and be noticed by your target market. Make sure you have talent available to you to craft a clear digital strategy before diving in the deep end.

To conclude…

Digital is already the dominant form of B2B marketing. It’s not a question of whether you should be doing it, but how you can incorporate it into your current marketing mix with the best outcome. Digital platforms offer SMEs the potential to get a better overall ROI than with offline media alone. With most digital platforms and analytics tools being free to use, you can have fun experimenting without risking capital. However, that isn’t to say it’s free and easy. If you learn how to play the game; engage with clients, appeal to the algorithms that determine SEO, etc. digital marketing could be the most lucrative strand of your marketing plan.

If you need help with anything discussed here, from creating a tailored marketing plan, creating original content, or managing social media, we have the expertise and resources to help you integrate digital into your marketing mix. Contact us on 020 8634 5911 or click here.