Blog often, blog with authority
If you do business or market your business online, you should be blogging. Blogging is a great way of helping loyal customers and new prospects alike to build a relationship with your brand. What’s more, posting regularly and using well researched keywords is great for your SEO, giving you an advantage over the competition in online searches. The more regularly you post long form written content, the more favourably Google and other search engines will regard your website.
But if you’re regularly posting low-quality content sourced by overseas content farms, you’re unlikely to get the sort of engagement out of readers that builds trust. Ideally, you should be writing your own blog posts, entrusting it to a skilled writer in your team or outsourcing to an agency that uses talented and experienced copywriters.
Your blog is an opportunity to get your personality and character across and establish your skills, knowledge and credentials. You should view it as a showcase for your own unique insights, knowledge, ideas and experience. After all, these are the things your competitors will never, ever have.
Your blog posts should ensure that you are establishing topical authority, painting you as the expert in the minds of your readers and customers. But at the same time, your posts shouldn’t come across as self-aggrandising. They should be written with the aim of adding value for the reader. They should help them to solve a problem they encounter regularly, overcome a common pain point or frustration and make their lives easier and happier.
When you’re giving people something of value for nothing, you stand a great chance of earning their trust online.