(Note: This post is the first chapter of my upcoming book Write Right-Sell Now, which is available for purchase on Amazon and local bookstores tomorrow, Oct. 4.)  

Why Blogging and Content Creation Are a Must

Take a moment to think about your home. Close your eyes and get a good mental picture. Got it? I’m guessing you don’t live in a bunker. There are doors and windows that serve as portals to the outside world.

Now, think of your website in the same context. The more portals you have to the outside world, the better. These are what keep us from feeling isolated. Think about how drab life would be without contact beyond our four walls.

With your website, the more portals to the outside world you have, the easier it is for your customers to find you. Each separate page or blog serves as an access point to your website.

Your home page is like the front door, to continue the metaphor. It’s important to dress up that front door and make it look as appealing as possible. Functional design and strong marketing in that location are crucial. But why limit people to one entry point for your website, when they can come in from anywhere?

A blog offers you the chance to expand your audience by giving people multiple entry points into your house. Each post serves as a window into your website and your business. Anything you write about on the web has the potential to become the first impression a new customer has of you and your company. That makes maintaining a professional appearance crucial for expanding your audience.

A blog is also a way to improve the foundation of the house by helping you establish yourself as an expert and providing a stream of valuable content. It keeps your business at the forefront of your audience members’ minds. A good blog post keeps your readers engaged from the headline to the call to action.

Blogs, social media, and other forms of content marketing can level the playing field. They provide an avenue for businesses with smaller budgets to gain visibility. Compelling content expands your audience and increases your customer base, and it can all be created on a minimal budget.

In case you need your arm twisted a bit, here are a few quick blogging facts from marketing behemoth Hubspot:

  • B2B marketers who use blogs receive 67 percent more leads than those who do not. Those leads are available and cost nothing but your time.
  • Marketers who use blogs are 13 times more likely to enjoy a positive return on investment. Leads come to fruition simply by expanding the reach of your business.
  • By 2020, customers will manage 85 percent of their relationships without talking to a human. Customers are increasingly likely to do their own research about your company without ever contacting you. You can control the information that is readily available through blogging.

Blogging creates the type of exposure for your business that previously was only available to companies with large marketing and advertising budgets. Thousands of people who may not have otherwise known you existed can now read your work.

Blogging is not a get-rich-quick scheme or a pathway to overnight success. But it can help grow your business and increase your bottom line. You don’t have to be a naturally gifted writer, but you do need to make an effort to produce the type of content that resonates with your audience. If writing doesn’t come naturally, you can read some books that will help you improve, and practice more. Or, you can hire a copywriter or copy editor to help. There are options for taking advantage of proven methods. The most important lesson is to have entertaining and informative content ready for your audience.

  (Note: This post is the first chapter of my upcoming book Write Right-Sell Now, which is available for purchase on Amazon and local bookstores tomorrow, Oct. 4.)  

Matt Brennan is a Chicago area marketing writer and copy editor. He is also the author of Write Right – Sell Now.

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