A guide for writing a successful blog that can promote your business

Is it possible to promote your small business using a blog? What kind of content marketing approach works better for a small business?

Most big brands and small businesses in Australia are already conversant with using a business blog to promote what they do. It’s not new to them. However, only very few are getting enough results from their content marketing efforts.

Here’s proof to back this up. According to Venngage, a report from their content marketing statistics show that 64.3% of Australian brands changed their content marketing strategy during the pandemic. 42.9% of the business owners who were interviewed said that producing content consistently was their biggest challenge.

If you are one of such entrepreneurs struggling with writing a successful blog to promote your business in Australia, we are here to help you.

Below are the simple steps you can take to create more engaging and valuable content for your Australian and New Zealand audience:

1. Focus on what your audience wants to read

For every content you create with the intention to promote your brand, you should have just one customer in mind. When you have just one person in mind, it helps you to focus more on your customers. 

A typical example is this article you are reading. Even though millions of people will get to see it over time, you can tell that I’m specifically addressing you in this article.

A good title will improve your click-through rate (CTR). Knowing how to write a good blog post title is proof that you know what your customers want. 

2. Create a content calendar

Create a content calendar using this template and app

You don’t just wake up and start writing only when you feel like it. Yes! We understand that working for yourself gives you the liberty to work at any time you feel comfortable. But if your goal is to get the best result in that small business, you must learn to create a content calendar.

When you plan your content, it gives you more free time to do other things that can help your business grow. 

What is a content calendar? A content calendar (also known as an “editorial calendar”) is a written schedule of when and where you plan to publish upcoming content. To create a good content calendar, you will need to set your goals, create a template for the calendar and get to work. You can be on the lookout for free content calendar apps and templates.

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3. Prioritize valuable content over quantity

The use of content is an effective way to promote your business. Experience has shown that the brands with the best content will always win. How do you make your content the best? It’s simply by making it valuable.

Quality content will always trump quantity. Google has said countless times that it will always keep favoring quality content over quantity when it comes to SEO ranking. In order to create valuable content that will rank well on search engines and still help your business grow, focus on solving the core needs of your target audience. In addition to that, stay authentic.

Start using content to demonstrate the awesomeness of your brand. Solve real-life problems and your prospects will quickly go through your sales cycle.

4. Stay consistent in dishing out valuable content

Stay consistent in dishing out valuable blog content to promote your business

Every now and then, we receive messages and emails from our readers, clients and students wanting to know how frequently they should post. Business owners want to know how many articles are okay for their blog to start generating quality leads from tier-1 countries. Tier-1 countries are countries like the United States, the United Kingdom, Canada, Germany, Australia, Austria, etc.

How many articles should I publish on my blog to grow my business? While it would have made sense to have a straightforward answer to that question, the truth is that there’s none. What matters most is that you stay consistent and always target the right audience with each content you publish.

Frequency matters a lot when it comes to promoting your business with a blog in the United States, Australia, Germany or the UK. 

If you choose to publish three articles daily, stay consistent with it. And if possible, publish more often so that you can cover as many keywords as possible. Some big brands publish as many as 50 articles daily and this helps them perform well on search engines. In a situation like this, search engine optimization won’t be that stressful.

5. Decide on a minimum word count for each blog post

Amateur bloggers are known for writing slim blog posts and expecting to rank for it. Don’t be one of them. To create a high-quality blog that can help you promote your business, your word count shouldn’t be less than 1,000 words. If you can, write more long-form posts. 

What is a long-form blog post? A long-form blog post is any piece of article that exceeds the 2,000+ word mark. The article can be as long as 5,000 words or 10,000 words. What matters is that you cover every aspect of the topic necessary in proving to your prospects that you understand their needs better than your competitors.

How can you write long-form blog content that can promote your business? You can achieve this by breaking down the content into subtitles, then you can expand on it. If you have seven subtitles, you can write each to have 300 words. That’s a total of 2,100 words. Customers will be comfortable doing business with you when they know that you understand their needs.

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6. Develop a unique blogging style for your brand

Develop a unique blogging style for your brand

Your writing tone, formatting, word count and images are unique blogging styles you can use to write a successful small business blog that can promote your business.

Your blog post should be able to stand out from the crowd. Your target audience should be able to dictate your tone when they stumble on your content online. 

Don’t try to sound too formal even though you are blogging your business. Let your personality be seen. The author’s name should be boldly written there. Don’t use “admin” as the author’s name. It will rob your blog of the human face you need to have to improve your customers’ satisfaction.

7. Give your readers an opportunity to engage with your content

A super-easy way to increase engagement and speed up conversations around your brand is to ask your readers open-ended questions. 

What is an open-ended question? An open-ended question is a question that cannot be answered with a “yes” or “no” response, or with a static response. When you ask your blog readers such a question at the end of your post, it can help you promote your business.

As more people share and comment on your blog posts, it goes viral. Viral blog content can help your business perform better on search engines. Read this article to learn more about how to create a blog that can easily go viral.

Should you start a blog for your small business in order to promote it to Americans?

The direct answer is yes. Starting a blog can help you promote your business and establish yourself as an authority in your industry. It can also help you generate quality leads, and nurture and convert them to paying customers.

People that may never have heard about your brand can get to know your small business through your blog. Starting a blog is easy and simple. All you need is a domain name from Namecheap and a web hosting package from Bluehost and a responsive WordPress theme from Themeforest.

Emenike Emmanuel
Emenike Emmanuel is a multiple award-winning blogger, CEO of Entrepreneur Business Blog, Chief Evangelist of Ebusinessroom Ventures, and the Lead Coach of an online community of over 12,000 business owners called, The Excellent Entrepreneurs' Network. He’s here to help you start, manage and grow a profitable and sustainable business using digital marketing strategies. Follow him on Facebook, Twitter, Instagram, LinkedIn & Pinterest with this handle, @emenikeng. Telegram group - t.me/yourfirst1000 | Email: [email protected]

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