What is Blogging
A blog is a shortened version of "weblog", which meant informational website or an online journal that presents data in reverse chronological order, meaning, the latest posts appear first. A blog can be one person or a group of people sharing their views on a subject.
Blogging refers to the skill which is required to manage, and grow a blog. It's an overall process of writing, posting content, improving its visibility and more. It can be done either for sharing personal views or for financial gains.
Difference Between a Blog & Website
A Blog needs frequent, and consistent updates. For Example Entrepreneur.com shares industry news and other blog posts for Entrepreneurs.
Blogs offer readers a chance to connect. They have the ability to comment, and share their voice.
A Blog post has author reference, publishing date, category, and often tags as well. ( Not all blog posts have these ).
Content on a blog changes frequently and readers can expect to find something new on the blog when they visit next.
Although a Website does require update/maintenance, a website isn't updated on a regular/consistent basis or as frequently as a blog.
Static pages do not offer readers a chance to connect with the brand. This lacks value and personal connection.
Static pages do not have a reference to the author, category, or tags. Although you can place them manually, it isn't done traditionally.
Site pages are updated when they need to change something i.e pricing or features. But, a reader can't expect to find new content on the next visit.
To cut it short, blogs have a predictable layout, containing header, sidebar, footer and the main blog post area itself. They are updated frequently. Blogs offer their readers the ability to comment and blog posts published have mention of publishing date, the category of the post and name of the author.
Why Should Small Businesses Blog ?
► More Targeted Audience
► More Sales / Leads
► Online Authority
Increased Sales / Leads
What does a business need to sustain? Cashflow!
Now, if you're a hair oil company that caters only to people who are dealing with hair fall. What type of audience would you want your content to be seen by?
Ans: People who are having hair fall issues.
If your company isn't famous, chances are that people don't know about your company's name yet and thereby won't look it up online. But what people do know, is that they have hair fall.
What'll they do? They'll google "best hair fall solutions".
A couple of blogs will show up, and if one of your blog posts manages to show up for that query, you'll get your product in front of thousands of potential customers.
This is what blogging does, it puts your brand in front of the people that matter. People that are more likely to purchase a product in your niche. If you're blogging for small business, With the right keyword research, you can target search queries related to your business and make a sales pipeline.
More Targeted Audience
Not always do you have to write a blog post to sell something directly. Most times, it's much more subtle. Most of the times, it's about putting your name in front of your target audience.
Let's say you have a WordPress hosting company. Your target audience at this point is bloggers and people who use WordPress. To get in front of these people, your company can have a blog about WordPress.
If you consistently publish articles around WordPress, more and more people who use WP will learn about your name. A part of these people will also visit other pages of your blog, such as features, pricing and more.
They might not make a purchase in the first visit, but they know your brand now. Over time, they'll turn from the cold audience to a warm audience. They are now more likely to purchase from you. Having a blog helps you reach relevant audience.
Increase your Authority Online
Google and other search engines love websites that publish content frequently. The more quality content you put in your blog section, the more strong your brand's domain name gets.
If your domain name gets authority, your landing/sales pages get a ranking boost as well.
When you create quality content on a regular basis, you get noticed, not only by your targeted audience but also by your competitors. You'll also attract backlinks towards your website that'll further increase the ranking of your landing pages.
The higher your landing pages rank, the more sales you get.
Resources Required for Managing a Blog
Hardships in Managing a Blog
If Blogging is so Profitable, Why not all Small Business do it?
Because it is not the easiest of things. It's a sales channel and requires attention, and dedication to drive benefits.
If you're a small business, you'd already have a load of things to focus on.
Let's consider you're a hair fall oil company.
- You already have to focus on manufacturing, processing and delivering orders, putting out offers or ads on television and so on.
- In this mess, you'd have to invest a large chunk of your time into setting up a team for blogging. To run a blog successfully, you need a content writer, link builder and a blog manager who knows creating a strategy, allocating work, making sure it is being done, and so on.
- Now, don't even consider doing all of this by yourself, you'll waste a very large chunk of your time.
To run a blog, you either need to be a content marketer by yourself and have enough time/money to hire an in-house team or know your way around freelancers.