After our article on inbound marketing, you probably have a good understanding of this approach. Today, however, we want to focus on what we consider the most beautiful aspect of it: blog articles. Why is this a smart approach, and how can you organize the best blogs for your business? Read on to find out!
Blogging your way to success
You’ve probably heard that blogging is important for your business, and we fully endorse that message. But what makes it so powerful? Put simply, if you want to attract potential customers by providing valuable information and showcasing expertise, then blogging is the obvious way to do it. There are few places where you can convey so much knowledge in such a readable (and eagerly consumed!) format. To put it a bit more elaborately:
Why is a blog such an ideal marketing tool?
- Attracting potential customers. Well-written articles (with good SEO) serve as landing pages where people searching for specific information in your industry will land.
- Positioning as an authority. Through a blog, you can position yourself as an expert in your field. By sharing valuable and well-supported information, you build credibility with your target audience. They will come to see you as the go-to source for information and solutions.
- Cost-effective and long-term thinking. Blog articles often remain relevant for years. Once you’ve published an article, it continues to generate traffic without further investments.
SEO, or ‘search engine optimization,’ is a way to write texts so that search engines like Google rank them higher when someone searches for specific keywords. Ideally, you should also use analytics to keep track of everything. We use online tools like Semrush, Coosto, Sitecheckers, and Alerts to manage this. SEO and analytics are specialized fields but important to drive the right traffic to your site.
Read more on the subject here.
Writing Blogs: Professional Copywriters or In-House Employees?
Once you’re convinced of the value of having a blog on your company’s site, the next question is who should write the content. The choice here generally lies between professional copywriters (a marketing agency or freelancers) and your own employees. Both options have their advantages. Professionals are trained to create engaging, search engine-friendly content. They can work quickly and efficiently and often bring a fresh perspective to your business. On the other hand, your employees have an intimate understanding of your company and deep knowledge of their field. This can result in authentic, in-depth content.
Tip: If you want to have your own blog but don’t have the time or employees to fill it, you can also subscribe to our content service, where we take care of all the writing and planning for you.
Tips to Get the Best Out of Your Blog Writer
So, the question is mainly which direction you want to go. Do you have the time and energy to provide good guidance, or do you want to be relieved of that responsibility? What’s important in both cases is how to get the best out of your writers. Here are some tips for that:
- Collaboration. If you work with professional writers, ensure close collaboration. Provide insights into your company culture and target audience so they can use the right tone and style. For employees, offer training and guidelines for effective writing.
- Research. Make sure both writers and employees conduct thorough research. This is essential for producing valuable content that addresses your audience’s questions and needs.
- Feedback and Optimization. Keep learning and improving. Analyze the performance of your blog articles and use feedback to optimize your content.
Customized Writing Courses
Finally, at Vuurwerk, we like to help organizations progress by sharing our knowledge. We do this, for example, by offering personalized writing courses, where one of our specialists helps employees move forward through a series of (online) sessions. And it works. “Last year, I completed a writing course for social media at Vuurwerk,” says Mariska Bouwmeester of Landgoed Eysinga State.”It was more than just writing: it also involved looking closely at target audiences, discovering the writing style that suits you best, and, of course, actual writing. A very pleasant collaboration!”
This is how we help our clients tell their story in a way that resonates with and inspires people.
Interested in a writing course or personal advice? Let us know.