Maintaining a blog for your small business is a great way to showcase your industry expertise and build your brand. The right content can not only be helpful to your current customers and attract new ones, but also plays an important role in your search engine optimization (SEO) efforts.
However, generating quality articles and maintaining a regular posting schedule when running a small business can be challenging. For people who aren’t marketing professionals or SEO specialists, it’s easy to make mistakes. Here’s why your small business blog content may not be generating the results you’re looking for, and what you can do about it!
You’re Posting Generic Content
Posting generic content that’s not helpful or relevant to your target audience is a waste of time. Ideally, you want to write informative and engaging articles rather than covering general topics in your industry.
For example, if you’re a business that sells water heaters, covering the topic “Different Types of Water Heaters” is different from “Your Guide to Selecting the Right Water Heater for Your Home”. Don’t be afraid to get specific—your audience will appreciate useful content!
Focus on conversing and informing rather than promoting or telling. Instead of trying to sell a product, write with the mindset of how you can help your readers. You can begin by identifying your target audience and write about things that are relevant to them.
Keywords are a great way to help your small business’ website rank in the search engines and get more targeted traffic to your site. However, content that’s too focused on keywords can not only read poorly, but provide your users with a negative experience.
SEO is important, but don’t make it the main focus of your article. The main focus of your content should be to cater to your audience and provide them with the information they’re looking for. Don’t stuff keywords in an article that will be awkward to read and make your visitors look elsewhere for what they need.
Strategically using well-researched keywords can help your content rank well and attract the right audience, but remember not to make keywords your number one goal when writing blog content.
Writing Articles That Aren’t Easy to Read
People like to skim articles when they read; they don’t want to have to read the piece word-for-word to find the information they’re looking for. If your small business blog content is a wall of text that’s all the same size without headers, subheaders, and bullet points to break up the writing, people are going to become frustrated and leave.
Your content should be divided into digestible sections to make it easy for your audience to find the information they need. Your article can be as long as necessary provided it has the right sections. Shorter sentences and paragraphs are a must, and images and videos are another great way to break up long-form content and keep readers engaged.
Make your content easy to read with plenty of sections and attractive headers that people can quickly skim and your small business blog will be more successful!
Need Help With Your Small Business Blog Content??
Having trouble ranking in the search engines, or are finding writing and keeping up with your blog content challenging when managing a small business? Let our digital marketing experts at Gazz Consulting improve your rankings with quality content for your audience!