Blogging has been around since the 1990’s. The majority featured on hobbies or niche areas of interest and was a place for enthusiasts to share thoughts. Bloggers soon became the butt of jokes.
Today, blogging has revolutionised the way consumers shop. Online businesses have discovered that blogs are one of the best digital platforms available to attract consumers and interact with customers.
Research has become a principal part of the shopping process. According to Adweek, 81% of shoppers conduct research online before making a purchasing decision. And blog posts are a vital source of information for consumers.
Personal blogs v business blogs
Although there are fundamental similarities between personal blogs and business blogs there are subtle differences. Whereas both types of publishers can write about specific products, personal beliefs, opinions, preferences, how you spend your free time, etc., business blogs have to be much more careful about how you present information.
For example, a personal blogger writing about technology can test three smartphones and write a similar article. At the end of the end of the article, the writer is free to offer their opinion as to which smartphone is best. And their readers will trust their views.
If a business blogger were to publish the same article, your opinion would be considered biased. Furthermore, consumers would not believe anything you ever write. Once a customer loses faith in a business, the business loses a customer.
It is, therefore, important to present information about the products and services that you offer in an impartial way. The idea of blog content should focus on the product and service and detail what the customer can expect to get. Talk about what a product does, not how it is better than rivals.
Service providers can talk about related subjects and offer unbiased opinions. The key here is to share your knowledge and position yourself as an expert in your field. Earn the trust of customers and they are more likely to purchase from you. Furthermore, when you deliver on the promise that is suggested in your blog content, customers stay loyal.
Blogs improve SEO
Business blogs tend to attract more visitors on a regular basis than personal blogs. That’s why you mostly see brands appearing in your search results. Providing your content is engaging readers, search engines will reward you with higher rank positions.
Shoppers and enthusiasts are more likely to trust a professional than an amateur. After all, professionals are trusted to have knowledge about the latest developments within the industry.
For example, if you sell equipment that is used for a favourite pastime, you will have the most up-to-date information about the best products and brands to buy. Not only that, but you can offer advice on the best places for readers to experience.
By publishing innovative, informative and entertaining content, you will attract regular readers. Many will be customers, but even if they only read your blog out of personal or professional interest, search engines recognise you are publishing high-quality content and thus award you with a higher rank whereby you earn more visibility in search engines.
If you own an online business, a blog is essential. Not only can you earn the trust of customers, but you will also increase conversions and strengthen your core foundation of loyal customers over the long-term.