Blogs are widely regarded as a great way for businesses to strategically gain customers. As we’ve explained in a different article, business blogs aren’t necessarily about making a sale directly from a blog post. Instead, the goal is to connect with existing or potential customers and help develop your brand over time. That being said, it’s important to avoid being too rigid about the process.
Without the right strategy, a blog that is too focused on building a single-minded brand risks being bland. Think of it like a monotonous presentation where the presenter is talking in such a boring way that you understand their general message, but stop paying attention to the specifics. Successful business blogs avoid such monotony, and including a variety of contributors is a perfect way to add some spice. Read on to learn three key reasons why this strategy is beneficial.
Ensures an Engaging Range of Content
Inviting different members of your business to contribute to your blog helps diversify the writing. The content that makes up a website needs to be as engaging as the website’s construction is appealing. This doesn’t mean that your contributors can’t discuss similar topics – quite the contrary.
Asking various employees to discuss their professional relationships to the topics important to your business should naturally lead to unique insights. Most importantly, these opinions will be presented in different personal writing styles, even if you ask your contributors to adhere to some stylistic ground rules. At the end of the day, giving employees outside of your human resources and social media departments a say in the blog will result in a multifaceted picture – a patchwork quilt of insights, if you will – portraying your unified brand.
Lets You Connect with a Wider Audience
Featuring a range of contributors allows your blog to resonate with a bigger readership. Successful marketers understand that consumers like to feel represented, in other words, to feel understood in the media they encounter. The strategy is simple: the more identities you include, the more people will connect with your blog. If you’re a paper company worried that this means you’ll have to find someone who can write blog posts about gender politics and structural racism, don’t be. While it is, of course, important to represent a range of ages, genders, races, and so forth in the business context, the relevant identities here are professional ones.
In other words: recruit blog contributors who work in different parts of your business. Having someone from the sales department write about the high demand for paper made from recycled materials will result in a different blog entry than someone in the accounting department. And if your business has occasional social gatherings after work, consider highlighting them in your blog, perhaps through the eyes of a different employee each time. This will remind customers that your business is personable as well as professional. If you’re out of ideas, check out this list of blog post topics. With a good variety, readers from your industry and overlapping industries will feel connected to your business, which will encourage them to return to your site.
Improves Your Website’s SEO
Last but not least, a business blog that features a diverse set of contributors will help you boost the search engine optimization (SEO) of your blog and overall website. Connecting with a wider readership means your site will be featured in more searches. If you want to see this success measured and want to learn how to improve it further, your best bet is to seek professional support from a trusted web hosting provider like 1&1.
The provider you choose will inevitably praise your choice to spice up your blog since SEO is all about making the content interesting to real people. Those real people are the ones who will be purchasing your products or services, so it’s best to have them in mind when writing the blog. And who best to cater to real people than the real people who make up your business? Now, all that’s left to do is start writing.