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Blogging For Your Business 101

By Kristin Kennedy, - August 7, 2019

shutterstock_761803516Let's face it, blogs are hard. I mean, I stared at this screen for 20 minutes before I was even able to come up with a title... and this is my job. As difficult and frustrating as blogs can be to write they are a crucial piece in your company’s digital strategy. Without them, your SEO would tank. You would have nothing to promote on social media. You would have no easily accessible evidence to support being an industry leader. And you would have far fewer web pages with those ever so important calls-to-action for potential customers to click on. So yeah, blogs are kind of a big deal. But where do you start?

 

Know Your Audience

Before you start to write your blog post, have a clear understanding of your target audience. What do they want to know about? What will resonate with them? This is where having blog personas comes in handy. Blog personas allow you to delve deeper into the mind of your target audience and personalizes what otherwise is just a set of demographic elements.  

 

Go With What You Know

My second piece of advice is to write about what you know. Who knows your company/industry better than you? Pick one aspect of relevant industry or company news that you really enjoy or are an expert on and just run with it. For example, our team at KBK Communications divides up our blogging duties by our strengths. This not only makes it easier to come up with topics, but it gives your blog more clout with potential customers. 

 

Google is Your Friend

Ahhh Google, the real reason I understood anything that was happening in my Master’s accounting course. In all seriousness, Google is a great way to find inspiration, templates, and even articles to link back to. Not only is it a source of inspiration, but Google is the major player in SEO optimization. Familiarizing yourself with what Google wants to see in blogs, you’ll be able to increase your SEO thus increasing the number of potential customers visiting your site, which in turn leads to higher profits. Everyone likes that right?

 

Make It Yours

Finding your voice and using it allows you to not only write more naturally, but also connects you to your audience and prevents you from being a boring writer. People do not want just another generic, monotone voice presented on their screen, they get enough of that (I’m looking at you Siri and Alexa). Be funny, engaging, witty, and insightful. Be you! 

 

Get Outside Input

My final piece of advice for writing blogs is to utilize your team members. You have some pretty smart cookies around you, use them! They can provide an awesome outside perspective and ideas when you are stuck. They are also great for double-checking those pesky spelling and grammatical errors you may miss. Trust me, when you spend hours looking at the screen you will miss even the most blatant errors. Also consider enlisting the help of The Ultimate Editing Checklist from Hubspot (or try using a free grammar checker, like the one developed by Grammarly). 

 

These are just some quick tips and tricks I use every day to write our blogs. If you need more help with your overall content marketing strategy, KBK Communications is happy to help. We are a digital marketing agency exclusively focused on medical manufacturing and distribution in the healthcare supply chain. Our team of industry veterans offers over 50 years of experience in the healthcare industry, including direct patient care, administration, medical manufacturing, sales, marketing and distribution. Click here to see how we can help you leverage your content for maximum lead generation.

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