Why a Blog Is Vital to Your Business' Digital Presence

Business owners, I’ve got a message for you: NOW is the time to bring your focus online and, more specifically, to the blogosphere.

I get it. The idea of building a brand’s digital presence can be pretty overwhelming. Do you need a page on every social platform? Does your website have to have bios for your team members? Would a form that visitors can fill out to request more info be a good idea? Should you produce a blog, and if so, what should you post? 

Well, I have some answers for you …

Yes, you should round out your social suite, because consumers like to follow their favorite companies and brands, and tag them, on whichever social network they are most active.

No, your website doesn’t need to introduce your team, but it probably should. In a time when almost no industry is exempt from the challenge of a saturated market, the ability to make a personal connection with an interested client really does change the game. 

Yes! If applicable, a fillable form is always useful to include on your website. It might seem like anyone willing to fill a form out and then be called by you would be willing to call you in the first place, but that isn’t necessarily the case. For many, submitting their information is a much more passive and intuitive process, which means you’ll have more contacts.

Lastly, YES. Your business needs a blog. And this is my focus today.

While I believe each of the things we touched on already is important to a company’s reach and repute, a blog is one of the greatest ways to find new clients and make sales. In my opinion, your blog is the hub driving your brand’s online persona.

Let’s talk about why.

1) A blog is the best way to drive traffic to a website.  

This is because search engines want longer, more crawlable content than social media or more permanent website copy provides. Google’s top considerations when ranking results are content quality and link building, and both of these are most efficiently and sensibly done in a blog post. A website that has a blog, especially one that is frequently updated, is much more likely to come up in your potential buyer’s search results.

This fun fact proves it: According to HubSpot, companies that blog have 55% more visitors, 97% more inbound links, and 434% more indexed pages.  

Also, a whopping 77% of everyone who spends time online is reading blogs during some of it, Quoracreative says.

Annnnnd, driving traffic isn’t all a blog can do for you. It might also be able to persuade those visitors to get in touch or make a purchase.

Huffington Post notes that 60% of online consumers in the U.S. feel more positive toward a company after enjoying custom content on its website and 61% have purchased something because it was mentioned in a blog they read.

This is the second big reason your business needs a blog. 

2) Blog content builds a bridge between you and your potential client. 

Providing useful or interesting content is a great way to endear people to you. You’re not asking them to pay for anything yet, yet you’re giving them something. This can make readers more inclined to give you their business later on.

A blog also gives the customer insight into your company and team, which is a handy personal feel to have created when it comes time for a pitch.

Another advantage lies in a blog’s ability to showcase you at your best. Producing blogs about topics related to your industry establishes you as an expert authority on the subject, and gaining this sort of trust with a readership is a surefire way to make yourself the first choice among competitors. 

Blog space can function as your own personal pressroom, too.

3) Your blog is a landing place for company announcements, holiday wishes, product releases, behind-the-scenes stories, interviews with the team, and more.

Consumers appreciate when a brand has identity, and this often comes in the form of commenting on the latest happenings and holidays, and sharing the inside scoop on developments and interworkings. People also get excited about what you are excited about, so it’s always great to find a way to express your enthusiasm for your product, process, etc. As a place ready for publication, a blog is your ticket into a whole world of communication with your buyer and your industry.

And there you have it! I think these are all compelling reasons to consider a blog the foundation of your company’s digital presence, and perhaps, of its entire marketing plan.

So get started, and if you need any help with ideas and writing, you know where to find me. :)

3 Books a Copywriter Should Read

Oftentimes, when we seek to pursue a new hobby or trade, we think to begin with a book. This is surely a good thing, as they are arguably the most comprehensive of resources.

But if your goal is to learn more about copywriting, where should you start?

There are, of course, many books on the subject (and remember, they’re all written by people who have their own subjective thoughts on it), but I want to share my top three! These reads have done me well over the course of my career so far.

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The Elements of Style by William Strunk Jr. and E.B. White

My passion for copywriting began with an exciting internship and a fantastic mentor. The latter recommended The Elements of Style to me during my first week on the job, and it has proven an invaluable resource. It was instrumental in the days when I was totally new at this, but it has also been a great read to come back to time and again, even as my skill set has evolved. I highly recommend that any copywriter (or any writer in any discipline, for that matter) pick this one up!

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The Writer’s Diet: A Guide to Fit Prose by Helen Sword

I grabbed this on a total whim a year or two ago, and I won’t lie, it was a bit of a “cover buy.” I’m type A when it comes to organizational stuff, so highlighter shades speak my language! Annnyway, the actual content ended up being applicable for me, too. I think most writers have a few habits they spend a lot of time breaking. For me, wordiness is one of them! Left to my own devices, I can go on and on … and on. And if there is any form of writing that demands one avoid that, it’s copywriting! The Writer’s Diet takes its reader on a journey toward “leaner” writing. You’ll explore Sword’s rules and how you can apply them to your own work. It’s interesting and fun!

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How to Write a Good Advertisement: A Short Course in Copywriting by Victor O. Schwab

This is an oldie but goodie. While a lot of the context within Schwab’s book is quite dated, the concepts are still mostly relevant. Considered by many to be one of the greatest copywriters of all time, Schwab was at work during the “Golden Age of Advertising” that was the 1960s through ‘80s. Much of his perspective on marketing and writing is timeless, in my opinion. Learn from a legend!

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Now that you’ve explored a few of my top recommendations, tell me about some of your own! I would love for you to comment below if you have any favorite reads on writing to share.

Copy vs. Content: The Distinction Explained

Whether you are a writer or someone looking to hire one, you have probably stumbled across the terms “copy” and “content.” While they are often used interchangeably, and one could certainly argue that the distinction is all semantics, understanding the difference can be helpful. So, let’s talk about it!

To sum it up …

Content builds a relationship between business and buyer.

Copy makes the sale.

But, it’s a blurry line.

Blog posts and social media are usually considered “content,” while brochures and advertisements often fall within the purview of “copy.” Buuuut, this isn’t always true, because it depends mostly on the purpose behind the text. Also, you could say that all copy is content, but not all content is copy.

Have I confused you yet?

Content aims to provide value to your readership, by entertaining or informing them. Why would a business spend the time and money to produce this? Because it builds a dedicated audience, which can then be converted into customers. For example, publishing blog posts on topics that are relevant to your product or service is a fantastic way to connect with potential clients and inspire brand loyalty. The phrase “content is king” hasn’t become famous for nothing.

That being said, copy is the essential next step and typically the more complex of the two. More directly persuasive, copy swoops in and convinces those prospective buyers of just why they must have what you’re selling. How does it solve their problem, improve quality of life, etc.? A copywriter is an expert at conveying this in the most impactful way.

Of course, that often involves exploring an idea, so in many ways, skilled copywriters are weaving content into their copy. Depending on industry, context, and type of piece, a copywriter might cost a bit more than someone who exclusively writes content, because the latter might not have a background in the more demanding aspects of sales-driven copy (knowing your audience, defining brand voice, making appeals that aren’t overt, creating killer calls to action, etc.).

Here’s your takeaway: The most successful marketing campaigns usually put content and copy to work in tandem. So, get you a writer who does both! This usually means you should be on the hunt for a copywriter with a portfolio in which there are pieces that lean more toward each category of work.