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Why Your [BLANK] Needs a Blog

by | Jan 27, 2014 | Blog Writing, Content Marketing | 0 comments


What do your law firm, school, bank, small business, bakery, zoo, church, daycare, restaurant, publicist, pagoda, tattoo parlor, and marriage all have in common? Well, they could all use a blog.

There have been countless blogs written that are tailored to trap specific industries and groups. They attempt to explain why it is important for them to start a blog — otherwise known as a marketing tactic to improve their own readership rather than to give you any more advice than you already have. You’re smart, mostly, so do the right thing and get a blog.

These “Why Your [insert company here] Needs a Blog” deliver different iterations of the same handful of ideas. The takeaways from wading through these pointed blogs?

  • Your blog helps build credibility
  • Blogs build up page rankings on Google
  • Blogs buffer your website’s content and traffic
  • They provide newsfeed material for social media
  • They inform/engage/entertain readers
  • Blogs give your site more “purpose”

“Well, there it is!” as Jeffrey Jones would say in Amadeus. Those six ideas recycled through different lenses that are business/industry specific. Why add to the flood with a thousand blogs when all it takes is one?

Blog Fundamentals

Most of these blogs start off with a thesis on positive online exposure and move into topic-specific strategies on what to write about. Professional grade blogs, however, retain the same basic principles to increase readership. A few blog-a-mentals include…

  • Choosing a trending topic and marrying it to your niche industry.
  • Pushing quality over quantity to save a blog from any negative feedback.
  • Keeping connected with readers by responding to comments, criticism, and turning reader conversations into more topics.
  • Publishing a blog through social media platforms at specific times to maximize exposure (and to avoid newsfeed saturation).
  • Only making a blog as long as it needs to be.
  • Linking in expert sources without overloading your readers.
  • Utilizing images and graphics to keep readers engaged.
  • Writing unique content that isn’t already prevalent on a thousand other blogs (see above paragraphs).
  • Support a narrative-type story with facts and information.
  • Reach out to guest blogging platforms to increase readership.

As you may have noticed, all of these tactics are applicable to every industry and business out there. Do you operate a punk rock beauty salon in New York City? Write a blog. Are you a criminal litigator wanting for publicity? Write a blog. Are you a professional blogger? Write a blog.

Blog Craft

Blogging is a craft that requires practice and patience. Any business or personality is capable of engaging readers and sharing information via blogging, though one hurdle for these niche blogs is crafting a platform and strategy that fits their style.

To clarify this point, let’s take a look at a building contractor. Would Big Bob’s Buildings find success on Pinterest? Could Bob record videos and throw them up on YouTube? Should Bob Instagram? The obvious answer is no — it seems more of a pain in the ass than anything for Bob, so he should just stick to what he’s doing.

But Bob should build a blog and here’s why: People are interested in the construction business. They may not care to follow a contractor on Twitter or see what’s for lunch on Instagram; however, with a blog Big Bob can publish content that builds up his credibility and showcases his projects.

The biggest obstacle for these niche bloggers is when they fall short on content. Other than blogging about a new construction practice, for example, what could Big Bob blog about? Well, that’s the challenge. Luckily, Bob has the Internet and can investigate what others are writing about and pull ideas from his own experiences in the construction industry.

What should Bob not blog about? Why other contractors need blogs. Everyone knows what blogging can do; to once again pull from Jeffrey Jones, there are simply “too many notes,” i.e. blogs, out there about why your business needs a blog.