By Morgan International Staff Writers
Blog posts have two main areas of benefit – engaging your audience, and improving the performance of your website.
Blogging for your readers
Your website is usually the first place a customer or prospective customer, a peer, or a competitor will go to find out more about your firm. The pages of your website give the first, and often the only, impression of your services. They are a medium to convert and to inform. Web pages should be concise and deliver the message you wish to convey.
Blog posts are a way to add to your marketing messages with news, information, tips and updates. If they are effectively shared on social media or via email marketing they reach previous visitors of your website, engage your existing audience and can reach new customers who follow blog links back to your site to discover more.
Quality, informative articles, even more in-depth guides and “how to” guides, build credibility and authority in your marketplace. They are an excellent way of showcasing your expertise to potential customers and continuing to guide and engage existing customers. Your customers need constant coaching to provide the information you need, by the deadline you need it. As they deal with their day today financial management they will have questions and need guidance. Often you will do this on a one to one basis with each client. Writing blog posts about upcoming deadlines, changes to regulations, and articles which answer and explain some of the daily financial challenges a business will face is an effective way to reach many of your clients at once. Using a blog to communicate answers to frequent questions and lead your customers is powerful way to control your client base and maintain their engagement preventing them from looking elsewhere for support. You will also free valuable time to invest when a client needs extra individual attention.
Blogging for your website
Constant new website content is critical for SEO. Search engine algorithms are constantly seeking out fresh content and ranking higher those websites where they find it. Blogs posts and informative articles are an excellent way of constantly building SEO friendly new content on your website. They provide excellent content for social media, linking back to your website and helping to build social media followers. Website linking, and social media platforms and follower growth are two more key ways to improve SEO.
Content marketing describes the strategy of utilising and broadcasting website, blog and social media content. Effective content marketing, especially in the accountancy field where competition is high but full utilisation of SEO strategy is rare can quickly set you ahead of your competition. Locally assess the content marketing of your competitors. If you can see you can quickly do more than they do through simply providing and broadcasting content, you may have found the angle you need to monopolise your marketplace.