Blogging for Business In A Boring Niche

 Taylor Landis
  Jan 03, 2019

All business owners (especially online businesses or any business attempting to establish their online presence) have a common goal of driving traffic to their website. How else will they generate leads which convert to sales, then become loyal customers? If you’re a new startup or small business, I’m sure you’ve (thoroughly) researched a variety of cost-effective methods to drive traffic to your site, promote your product, and reach a new, larger audience. But, have you considered creating a blog for your site?

You may have read articles claiming that blogging is an outdated and ineffective marketing strategy… they’re WRONG. Not only is it free to start, it will also help you achieve all of your goals of increasing traffic, promoting your product or service, and reaching new audiences. No need to continue your research. If you still don’t believe me, keep reading; I’ll have you convinced by the end of this article.

If you’re questioning my credibility, I’m a content marketer for Skutchi Designs, an office cubicle manufacturer. Writing about office cubicles is boring but my job is to blog, engage our audience, and promote my content. I’ve undergone first-hand experience of how blogging works, along with its numerous benefits. And it’s never too late to start!

Why Blog?

Like I’ve previously mentioned, regularly publishing great content on your site is one of the most effective means of driving traffic to your website. The trick is to provide your audience with content that:

  • adds value
  • is unique and relevant
  • is factual and informative
  • gives users a reason to visit your site (address a topic, answer questions, explain a product, or entertain readers)
  • benefits your readers in some way

If your content fulfills each of these points, you will successfully attract a new audience, encourage them to visit your site (to view more content or the product/service you’re highlighting in your post), convert those visitors into leads with a call-to-action, leads are of course potential customers, and satisfied customers become your promoters.

A blog enhances your social media and online presence by regularly supplying both your website and each social media and social networking profile with new, updated content. Each published blog post is another opportunity to appear in search engines and show Google that your site is actively posting new content. Not to mention the huge online presence you’re establishing and audiences you’re reaching by blasting each new post across various social networks and relevant online communities and groups.

Actively blogging reinforces your search engine optimization (SEO) which is absolutely essential for any online business’s success. Ask any online marketer for a list of their main goals and “rank higher on Google” or “rank on the first page of Google” is on that list. After executing some keyword research and choosing which keyword(s) you want to rank for (a topic that online communities are talking about and will most likely create some buzz), utilize your keyword in:

  • the page title
  • section header
  • page URL
  • main content (about 2-3 times per 800 words)
  • image ALT text

in order to enhance your SEO. If your site ranks well on Google, you’ll be more likely too notice long-term effects.

For example: Your page or post will continue to generate traffic over the next year or more rather than peak immediately following your published piece and promotion efforts and then quickly fading to no new viewers after a week or two.

A strong backlink profile is also an extremely useful SEO strategy which contributes greatly to your Google ranking. Great, relevant, helpful content leads to other sites linking to your post. Each backlink from a relevant site is like a vote for your site. More “votes” equals a higher ranking and more authority.

An active blog builds your brand and website authority. This means that the content you post is credible and trusted by both your readers and Google. Trusted content leads to loyal readers, subscribers, etc.

Of course, blogging is not easy, contrary to what you may have heard (probably from someone who is not a successful blogger or even a blogger at all). In order to establish a successful blog, you’ll first need to understand where to start.

Where to Start

Of course, simply publishing great content isn’t enough to successfully and steadily grow your business over an extended period. After you’ve created a blog page (on the same domain as your website), it’s time to write your first post. First, you’ll want to perform some keyword research. Ahrefs is a great tool to use for this. Determine what type of content people are talking about in your niche. Check search engines and social networks. There’s no use in working super hard on your first post if it ends up generating no traffic because people just don’t care.

For example: I write content for an office cubicle manufacturing company’s blog. However, people would much rather read about pet-friendly offices than me promoting our cubicles to them. And, I can quite easily squeeze plenty of relevant keywords into a post about allowing dogs in offices.

Once you’ve chosen a topic, outline your blog post and then start writing. I’ll outline a few tips to remember while writing shortly. Then, publish your first post.

You’re not done yet. Simply publishing your post won’t automatically drive new traffic to your site. You’ll have to promote your post. Blast it across various social media platforms and social networks (i.e. Twitter, Facebook groups, etc.). Not just once either; in another three weeks, post your blog article again just in case anyone missed it. Outreach your piece to influencers or sites with related blog articles asking them to link back to you.

Remember: Quality over quantity. You’ll have better results posting an exceptional piece 2-4 times a month than publishing eight mediocre articles per month. People don’t want to link to unsatisfactory work.

Helpful tip: Try not to sound too sales-pitchy in your emails. Keep it short and sweet and be sure to tell the recipient how they will benefit from linking to your post. Maybe even try building a relationship with them first. (Of course, this method is more time consuming, but it might pay off in the long run).

As your blog gains authority as a reputable source, reach out to related sites for the possibility of guest posting on other blogs, which will include backlinks to your site.

Tips to Keep in Mind

While writing each blog post, there are a few things to keep in mind that will maximize the popularity of your post (likes, shares, comments), and generate LOYAL readers.

  1. Write your article in a way that will optimize readability. Write in short paragraphs, include headings and subheadings, and incorporate bulleted and numbered lists.
  2. Be specific when choosing your topic. General topics will have fewer clicks than specific articles because no one wants to read 3,000 words about a very broad topic when they can have their specific question answered in 800 words or less.
  3. Include relevant images, videos, and presentations to help break up the article and provide visually appealing summaries of your content.
  4. Establish credibility by citing relevant sources, telling personal stories and experiences, and including factual, informative content.
  5. Include links to both on and off-site references to clarify or build off of a specific point.
  6. Use examples throughout your piece for clarification.
  7. Use a catchy title and opening paragraph to engage your readers. “How-to” guides, “ultimate” guides, and lists tend to perform very well.
  8. Avoid promotion as much as possible.
  9. Reveal your personality in your writing through style, tone, and personal stories. Make your piece relatable.
  10. Know your audience by understanding the preferences and popular topics of your target audience.

Have I convinced you to start a blog yet…? Good! A blog is the optimal cost-effective SEO/marketing strategy. It’s not an easy process, but your results (increased traffic and leads) will be well worth it.

Blogging for Business In A Boring Niche

Taylor Landis

Taylor Landis writes and designs content for Skutchi Designs, a national office cubicle manufacturer. She blogs on everything from office cubicles to interior design to architectural and design trends. For her hobbies she rides horses, gives lessons and competes in national competitions.

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