Claire Bradford: the power of blogging...

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MANY people I speak to fear writing a blog for their business because they are worried that they don’t really know what to write about, they don’t think they have the time, or that that there’s just no point.

I’m passionate about the power of blogging, so I have a lot to say to these people, and it usually starts something like this...

Whether you’re a one-man band or a large corporation, blogging gives your business the chance to be a bit more personal than on your website and let readers see your human side. In a bigger business, this might mean letting several employees contribute to the blog – a range of voices singing the same song.

Posts are an invitation to conversation with your readers, and while that conversation may or may not end up in a sale, it will have opened up a line of communication that might not otherwise have been there.And once in communication, your reader is engaged with your business.

If your blog is on your website, routinely writing posts will boost your search engine optimisation, as regular, fresh content gets a big thumbs up from the likes of Google.

And if a reader subscribes to your blog, you ensure that he or she will be directed back to your website week after week. But the blog post truly comes into its own when shared on social media: retweets, shares and +1s help to spread the message of your business far and wide.

Blog posts are also an excellent way to demonstrate to readers that you know what you are talking about.

While it’s not a bragging opportunity (nothing would turn people away faster!), writing posts such as stories about projects you are working on, your professional thoughts about a topical issue, or advice on challenges your customers often face before hiring you, gives you the chance to establish yourself as an expert in your field, and the business readers will think of first in the future when they’re looking for help of your kind.

Convinced? I’ll be writing another column soon about how to get started, but do get in touch if you can’t wait until then.

Got a blog you want to share, either your own or one that really inspires you? Come over to www.facebook.com/womaninbusiness, or tweet me @coachbythecoast