This week I had good first-time meetings with two London-based business service providers – each a specialist in his chosen field and both well aware of the importance of communication in commerce.
We spoke about the key roles that blogs play – first as conveyors of useful comment and thought leadership and second as sources of fresh website content to develop and maintain search engine interest.
The underlying purpose of all business writing is to drive sales.
Today’s post is designed to address these needs for David Goddin Communications and www.davidgoddin.co.uk. But is it enough simply to pen a few words and paste them into the blog page and hope for the best? No!
Your PR copywriter and/or content manager need to be much more creative if you really want to get more bang for your blog.
For a start, your public relations or marketing communication copy should be part of a sustained campaign of informative, educational material to reassure existing customers and help convert prospects. Not hard-sell copy, but rather words that persuade with subtlety.
Next, you should include plenty of relevant keywords to increase your chances of appearing reasonably high in the list when someone searches on Google or one of the other search engines. Note: there’s much more to proper search engine optimisation (SEO), but this should help.
Third, if you’ve gone to the trouble of compiling a brilliant blog, why stop there? I’m not!
This piece is also going to social media where, I hope, it will be shared more widely by members of my networks. And I will place it on our local business community website, because one should never overlook potential on one’s doorstep.
A word of caution: if you are planning a multiple online publication, it’s worth making cosmetic changes to each version so that the search engines don’t penalise you, assuming you are spamming the web.
Use your blog properly and it will open doors for you!
David Goddin was born in the UK and educated in South Africa. He began his career on daily newspapers and trade journals, before moving into public relations consulting. He produced award-winning writing and became an Accredited PR Practitioner, the highest qualification of the Public Relations Institute of South Africa. Since his return to the UK 16 years ago he has also contributed to a number of highly successful PR and marketing communications campaigns for major national and multinational clients. He is currently also President of the Haslemere & District Chamber of Trade & Commerce.