OK so we’ve all been there, the blog sits on the to-do list, never getting ticked, just glaring at you.
You’ve been putting it off, I know you have.
So look you know that writing your blog regularly is the best way to get your site to creep up the rankings (higher rankings=more hits=more business) but you haven’t got the time.
What you need is either; an amazing financial copywriter (cough) or an injection of enthusiasm.
Well let’s assume you can’t find an amazing financial copywriter no matter how hard you look so this post is here to give you some ideas as to the type of blogs you can write for your business.
A blog about you
Yes you could, but unless it is incredibly engaging then nobody wants to know about you.
Sorry but thems the breaks.
Since we were little we have been told we’re special but the truth is that in business terms we’re not. So avoid writing about yourself wherever possible unless you are the Olympic champion carpet fitter or something.
A clickbaity blog
You know the sort of stuff
14 things you can do with a porcupine (you won’t believe number 6)
Ok so sometimes they do work otherwise people wouldn’t use them but generally avoid unless you have 21 pictures of Meghan Markel one of which I won’t believe.
Blogs about issues in your industry
Again, you CAN do this if you want and to be fair a blog about your own industry issues will often be very good for SEO purposes.
They can also work where your industry issues are your clients’ issues.
For example, if you are an accountant writing about IR35, well that’s an issue in your industry and will also affect your clients.
So go for it.
Blogs that answer questions about your product
Now I particularly like this one.
A blog that answers questions that your clients may have about your products is useful for three reasons;
- SEO. A blog about your product is going to include a lot of searchable terms
- It answers the questions that your clients are asking and gives them a warm feeling about you
- A good answer blog is very shareable, and we like shares.
In fact I would go so far as to argue that any company should have a good selection of posts that answer these sort of questions in detail.
For example let’s imagine you are a finance broker, then you need to make sure you are writing up blogs about the application process, features of different products, compare and contrast products or reviews.
Blogs that answer questions about something your product can be used for
This is different to the above.
So in the above section you are answering questions specifically about the product itself.
In this one you are answering questions about the uses to which you can put a product.
Can I use this finance to buy a house at auction?
Can I use this SaaS software to manage my practice?
Can I sell this software to my clients?
What you are trying to do is to answer questions that your customers may have but at the same time give them ideas about other ways that they can use your product or service.
Also these are answers to questions and Google loves that, it really really loves that.
Blogs about issues that affect your clients
Now we’re getting to the epic stuff.
Answering questions about things that affect your clients is a great way to get your service/product in front of them.
So for example, let’s imagine that you provide recruitment industry finance.
You write blogs about cash flow in the recruitment industry, 5 things to think about when you start your recruitment business, how to finance your payroll.
Naturally each of them do mention invoice finance but not in a salesy, in your face kind of way.
Your blogs are pointed towards people who may not even know that invoice finance exists or what it is.
Blogs about issues that affect your client’s clients
You wouldn’t believe it but this is an excellent way to publicise your business and it’s one that service providers use all the time.
I write content for software providers, often in the financial services industries and one of their favourite subjects is to write helpful posts about problems that their clients’ clients are having.
So I have a few software SaaS companies that provide software for accountants.
They write posts about specific industries that their clients market to.
For example they may write about changes to the Construction Industry Scheme (CIS).
They post the article and then (and this is the important bit) they publicise it to their accountants telling them that it is a good resource to share with their clients.
That way not only do the accountants read it, they also share it because it is some free resource that they can pass on that makes them look good in the eyes of their own clients!
C’mon dude, get that blog up and running
Right look, blogs are brilliant for SEO and they are awesome at giving potential customers a warm feeling about you.
Nobody likes seeing a website that has cobwebs growing in the corner so get to it and write a blog today, you’ll feel better about yourself, promise.
Haven’t got the time?
Course you haven’t, that’s why I’m here.
I’m that annoying guy that sits in the corner of your coworking location tapping away on his keyboard all day muttering to himself and letting out an occasional unnerving chuckle.
But I’m not bad at writing.
I can sort out your keywords, write your blog, post it on your site and do all that SEO stuff that you’ve never quite got your head around.
My mum will tell you that I’m a nice guy so get in touch now and let’s have a chat about how I can stop your website looking like the room that the Addams family are scared to go into.