How to Turn Your Business Blog Into a Publisher

By Derek Miller

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Regardless of the products or services you sell, your goal likely boils down to one objective: solving customers’ problems. Since this single goal unites nearly all businesses, many companies have turned their business blogs into publishing powerhouses.

Take QuickSprout, for example. It’s a company that sells a software program that helps brands maximize their marketing efforts. However, in addition to selling this product, the company also has developed a well-trafficked blog that publishes new information daily. Some of the articles exceed 10,000 words, and none of them includes a heavy-handed sales pitch.

Why should businesses become publishers?

Today, when consumers fire up Google and type in search queries, they’re typically looking for answers to questions. At the top of the sales funnel, they don’t yet know what product or service they want to buy. Instead, they’re educating themselves.

When businesses can tap searchers at the top of the sales funnel, they can create brand loyalty and boost conversions down the road. The consumer can find information as well as products or services in the same place.

Let’s say you’re shopping for a blender. First, you want to know what type of blender you need. You might type something like this into Google: “best blenders for smoothies.”

Look at the other side of the coin. If you’re an e-commerce company that sells blenders, you could create a blog post titled “How to Choose a Blender for the Best Smoothies.” The consumer who searches for related terms will find your blog post—and your products, as well.

Instead of giving a sales pitch, you’re educating the consumer. This information can help shoppers remember your brand in the future.

What differentiates a business blog From a publisher?

You might have a typical business blog now. Maybe you publish announcements about events you’re attending, products you’re launching, and similar content.

However, you could turn your blog into a publisher by expanding the types of content you post. Some of the best options might include the following:

  • How-tos: Walk the reader through the steps required to reach a goal or solve a problem.
  • Listicles: Using the blender example, you could write a post on the top 12 features to look for in a blender or even the six best blenders on the market.
  • Video: Engage viewers visually with well-produced videos that demonstrate how to solve a problem or reach an objective.
  • Infographics: Turn lots of hard data into an easy-to-scan visual image that readers will share within their communities.
  • Opinion: Take a hard stance on a controversial issue. Write a well-reasoned editorial piece for your blog.

Instead of writing blog posts that try to sell customers your product or service, you provide useful, actionable, or entertaining content that gets shared through email, social media, and other channels.

Visit the GoPro blog, for example. You won’t find many promotional articles in its timeline. Instead, you’ll see visually stunning content—often based on user-generated media—that sucks in the reader and encourages engagement. Since GoPro sells camera equipment, it primarily uses video and still images to anchor its content.

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Source:: Business 2 Community

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