Are you the strong boss lady at the helm of a woman-owned business? Welcome! We’re also a 100% women-owned marketing agency and love helping female entrepreneurs succeed.💃🏻Today’s topic of interest is content marketing. More specifically, why your woman-owned business needs a blog on your website pronto. Let’s get to it, shall we?
Why every woman-owned business needs a blog in 2020
Blogs improve organic SEO ranking
We’d wager you’re on this blog because of this very thing—strategic search engine optimization! By using blogs with keywords and SEO keyword phrases that match your demographics’ interests, you can capture organic traffic. Publishing blogs regularly is a fantastic way to raise brand awareness and increase your customer base. When done right, you’ll show up higher in search results. And the higher you are to the top three spots, the more likely you are to win that traffic. That’s because over 80% of all clicks go to the first three results in Google.
Blogs provide content to cross-promote and use for link building
The marketing funnel. The customer journey. It’s all the same thing. These terms encompass the pathway a relevant lead takes to find and buy your products and/or services. Once you create your blog, you can keep generating value from it by cross-promoting on social media channels, email newsletters, and paid social media ads. You can also use these blogs to build links with other publications. For instance, you can do some personal outreach and offer your blog as a resource for other websites you find online. If you think your content overlaps with their audience and provides that high domain authority site with something valuable, it’s worth a shot. High-value links give your SEO a huge boost.
Content people can share/promote to friends
Everybody knows that peer reviews are worth their weight in gold. If someone shares your content with their friends, that circle is more likely to trust your business. When writing blogs, think about what will entice people to share your content. Don’t be gimmicky. Just put yourself in their shoes. If your blog is interesting and offers something unique, people will be more likely to share it.
Blogs speak to customers at different stage in their customer journies
Blogs give you a chance to capture the attention of your demographic at different stages in the buying cycle. Whether they’re just starting their research, not even aware that they need your product or service yet, or ready to whittle down contenders and make a purchase, you can pop into their field of view!
Vary your blog content to speak to customers at each stage. For instance, write more niche blogs to talk to customers toward the end of the buying cycle. That entails writing a specific blog like “Top CBD supplements for athletes” or “The best green cleaning products for your home.” You can cast a wider net with broad topics like “Why CBD supplements may improve your wellness routine” or “Reasons to switch to green cleaning products this year.” Get the picture?
Customers need you to give them something before you’ll get anything
There’s a book out there called “Give, Give, Get” and we believe in that philosophy 100%! You need to give people something before you ask for anything in return. Why? Well, just think about if a stranger came up to you trying to push products and services into your lap. You don’t know them. You don’t trust them. You probably won’t buy from them. That’s where blogs come in. Blogs provide people with information, entertainment, education, and something they seek. Blogs provide a much better place to begin a relationship than a sales pitch.
Become a trusted thought leader
The more you publish high-quality content, the more you’ll stand out in your industry as a thought leader. This is great for garnering organic links from big publications and becoming the voice people listen to when they need guidance. It takes a lot of work to write blog content that stands out from the noise online, but once you do, it’ll pay off big time. If you do get shout outs from credible websites, tout that on your website! You’ll see we do that with our Fast Company and Huffington Post features. We’re the real deal and when you are too, you should let people know!
How to start a business blog
Set a budget and determine if you need to hire copywriters or employees
Like anything, your decision to write a blog should start with a very matter-of-fact question: Do you have the money, time, and expertise to execute this marketing tactic? Start with an annual marketing budget. See how much you can siphon into blog content. Then, use that number to decide whether you should hire an employee or content marketing agency. While it may be tempting to run the blog yourself to save money, it will certainly cost you time. Albeit, if you’re a woman-owned business in its start-up phase, you know there usually aren’t enough hours in the day.
Determine your audience
Write content for your audience. I repeat, write content for your audience! Otherwise, you’ll bring in a lot of unqualified traffic that won’t do anything for your sales. Sure, it’s cool to have thousands of site visitors, but if they have no interest or need in your product or service, then your marketing dollars will be spent in vain.
So how do you determine your audience for your woman-owned business? You can conduct market research to learn more about your customer, client, or patient. You can also hold a brainstorm or conduct an SEO audit to determine your ideal demographic. No matter how you arrive at this conclusion, always think about your customer’s wants and needs before you write a blog. You can’t go wrong if that’s the foundation of every article.
Do an SEO audit
Like we mentioned above, an SEO audit can help you determine your target demographic and discover keywords and search terms people actively use. It can also do a ton to improve your woman-owned business website as a whole. Plus, it’ll give you content ideas that you know will generate traffic. It always feels better to spend your marketing dollars on a sure thing. Likewise, doing an SEO audit for content ideas will give you a much more strategic place to start with your blog so it performs the way you want it to.
Curate awesome content that’s authentic and diverse
If you do an SEO audit, you’ll have a ton of content ideas. Although, if you don’t do one and don’t know what to write about on your woman-owned business blog, there are other ways to generate these ideas. Here are some ideas.
- Create a content calendar complete with content buckets to cover all your bases.
- Write about your personal experience as an entrepreneur. Be open and honest including successes and failures. Here’s are a couple of examples from our blog:
- Interview other thought leaders that overlap with your target audience.
- Spotlight your products and services.
- Write about industry news.
Publish at least once per month
It’s not just enough to publish one piece of amazing blog content. You need to do it often. We find writing one blog per week will help most businesses improve their SEO ranking in about six months. However, writing at least one blog per month is essential to achieving your website traffic goals at a slower pace. Here are some tips to make content part of your routine and avoid burnout.
Incorporate video when you can
You can always improve your blogs by incorporating a video summary. Why? Because people prefer video to the written word. Plus, it skyrockets to the top of SEO search results. You can do simple talking head videos with at-home lighting equipment and a smart phone. Or, you can execute produced motion graphics or live-action videos if your budget allows. Just make sure you add tags to your videos to get SEO value. Here are some ways to start video marketing.