We’ve talked before about why you should have a newsletter, so this time I decided to talk about why every small business, entrepreneur and freelancer should have a blog as well.

Posting on social media regularly is a must for your business. We know this because social media drives traffic to your website and helps establish you as an expert in your field.

We also know that coming up with things to post on social media is no small feat. So you might rightfully wonder ‘yes but where am I going to get the time to do all of this?’

I was in the same boat for the first 4 years of my business. I wanted a newsletter and a blog for my business but had no idea where to find the time to do it. In my case, I hired a content manager to free up my time, but even without one, you can also choose to blog just once a month instead to manage the added work.

And when you do have that blog up and running—you’ll have an endless source of content for your social media too!

1. Diversify your content

Ever heard the term ‘diversifying your content?’ If not, you’re not alone.

When I asked my content manager Crystal what her top reason for having a blog is, this is what she had to say:

“Having a blog is the base for diversifying your content. Driving traffic to your website should be your main goal for every other activity you partake in online, and when a user gets there, they should be greeted by your wealth of knowledge.
Once you have all that content on your website, you can then take it and use it elsewhere. Sections from blog posts become:
- Quote images on Instagram in your own words
- Text tweets
- Answers to questions on Reddit or Quora
- Quotes you can include in PR pitches
- Scripts for video content
- Steps to an email challenge
- Outlines for an online course
- Podcast topics
The list goes on. Once it’s on your blog, it becomes a reservoir for you to tap into when creating content later.”
- Crystal Picard, Content Manager

2. Increase your SEO

You’ve probably heard about SEO (Search Engine Optimization) at the very least in passing. At a webinar or in conversation with fellow business owners. You might have even added it to your own ‘to-do’ list as something to learn about down the road.

However, SEO is something that you build over time. You build it with good habits over time, by understanding what your ideal customer might be searching for.

When you set up a blog, you’re investing time into being found in search results. Because most blog posts answer questions that your ideal audience will ask regularly, that means you’re already going to be writing for the ‘Search Intent’ of your target market.

Pair that with sharing your posts directly to your Google My Business page and you’ll see your traffic increase in no time.

3. Set yourself up as an expert

Show me, don’t tell me.

It’s just as important for writing a novel as it is while standing out in the crowd. With online marketing courses available by the hundreds online—anyone can show up saying they do what you do.

Having a blog means you’ll be showing your audience instead of telling them. Showing them your expertise, your opinions, what makes you special. And why they should be working with you instead of someone else.

Yes, some of the topics/products/services that you will be writing about aren’t new. But the ideas and principles are coming from you and in your voice. People that already follow you will love seeing your opinions in a longer format and for the people that don’t already follow you, this is an opportunity for them to discover you via a google search, Pinterest, social media and from your current fans sharing it with their followers.

Regardless of your industry, you can always use your blog to educate, inform, entertain and of course, sell to current clients or potential clients.

“Having a blog gives you the opportunity as a business owner to share valuable information and create shareable content online that positions you as a helpful expert in your field.
Blogs also help boost your SEO positioning on google and on Pinterest that are both excellent ways to bring your ideal client directly to your online storefront (you website).”
- Jenna MacDonald, @theresashoeforthat

4. Make your content last

It’s a simple fact that when you’re posting on social media, the life of your content is shorter. Each platform has an amount of time you can expect new people to see your content. Facebook might circulate it for a couple of days, but platforms like twitter can be as little as 15 seconds.

When you blog about topics that don’t have a specific shelf life to them (aka Evergreen content), then you can share that blog over and over for months, if not years. You shouldn’t have to reinvent the wheel to present yourself as an expert on your website and social media feeds, so blog about things that are always relevant in your industry and use that to fill your content calendar for months to come.

5. Increase sales

Social media is not all about sales, so I decided to add this as the last reason. When building an engaged community online, you should educate, entertain and inform your followers first—and sales will follow.

When you spend time on social media, 20% of your content will be sales-driven, so you only have so many places where you can directly ask your audience for a ‘sale’ as your call to action.

When you post blogs, this counts towards your 80% educational/entertaining content. You’re sharing valuable insights, and if there happens to be a call to action at the end of your blog post, then at least you educated them before hiding another piece of sales content in the end.

All those blogs should be driving your audience toward contact forms, product pages, freebies, etc. So even if you’re using social media to educate, your blog posts can all be driving sales.

Leaving money on the table

In conclusion, If you don’t have a blog, or have one but not using it, you’re losing money!

When properly done your blog is like a 24/7/365 sales funnel that can provide valuable information and insights that help new clients make the decision to follow you and in the end purchase your products/services.

You wouldn’t have a shop open to the public without staff there to answer any questions, so why have a website that doesn’t have a blog to share your insights?

Still not sure how you could use a blog in your content strategy? Click here to book a 1:1 consult, and we’ll break down how you can diversify your content!

Why your business needs a blog