Blog Copywriting Services: Unleash the Power of Words

You’ve likely heard these phrases bandied about, things like “content marketing” and “brand authority.” Then there are the articles, with titles like “Content Marketing For Beginners” or my recent favorite, “Elevate Your Content with Expert Blog Copywriting Services.”

What these articles are often missing is any sense of why. Why should you invest the time and energy in a blog for your company? Why does brand authority matter? And to get to this article’s main topic, why might you consider hiring outside help to build and maintain that blog?

My focus today is on three of these why questions: why you should have a blog, why a blog may fail to have the intended impact, and why outsourcing your blogging needs to a professional can help you see the best ROI for your blogging dollar.

Why Your B2B Business Should Have a Blog

In no particular order, here are my top three reasons any business should have a blog:

Establish authority and showcase your industry knowledge

Posting regular, informative, and entertaining blog articles is one of the easiest ways to establish your brand as an authority in your industry. A regular cadence lets Google know you mean business while keeping the content broadly valuable to your audience tells them that you understand their needs and pain points.

Increase brand visibility and drive website traffic

The increased attention you’ll be getting from Google will serve to raise your visibility whenever someone searches for relevant keywords. That, in a nutshell, is what search engine optimization (SEO) is all about.

Showcase your brand, your people, and your company culture

A blog is one of the easiest ways to highlight the people that make up your brand and bring your product to life. Feature an Employee of the Week, record a video walk-through of your office, or give over control of the blog to a team for a week and let them post what matters to them. All of these serve to put faces and personalities to your brand.

Why Your Blog Posts May Be Underperforming

OK, you’re onboard with the idea of a company blog. Don’t fall into the “I wrote papers in college, I can blog” trap. Effective blog writing is a different beast entirely. Again in no particular order here are the top three mistakes I see new blog writers make that can undermine their success.

No clear focus

Train-of-thought essays have their place in the world, but your business’ blog isn’t it. Each post needs to have a clear focus, a single topic, and a coherent flow. You’re demonstrating your brand’s knowledge and industry expertise—keep it on topic.

Poor structure or formatting

Solid, logical structure and consistent formatting will aid with the flow of your writing. Well-formed subheadings allow for skimmers to still get the basic idea of your post while avoiding walls of solid text gives your words the breathing room they need to have proper impact.

Inconsistent voice, style, or tone

If one post reads like a textbook and the next like a comic strip, your readers will leave confused as to your company’s personality. Maintaining a brand style guide that includes these three elements can go a long way toward warding that off.

The ROI of Investing in Professional Blog Copywriting Services

Aside from knowing the basics of good blog writing listed above, professional writers come with years of experience in research, editing, SEO, and interview techniques that ensure they can write in your voice, using your brand style, and do it all while maintaining exactly the tone you want. But if you want specifics, here you go. My top three ways professional blog writers bring better ROI than DIYing it:

Increased website traffic through SEO

Ensuring every post is optimized for proper SEO tells Google that your company is authoritative and will lead to more traffic to your site, increasing your SEO pull further via establishing brand trust.

Enhanced brand authority and trust

Consistency in voice, style, and tone builds that brand authority and trust. Establishing your brand as a trusted source of industry knowledge and providing consistently great information improve customer loyalty as well.

Elevated engagement rates

People are more likely to engage with a brand they like, just like they’re more likely to engage with their friends before strangers. Professional writing helps establish your company as a trusted source of information, making it more likely people will come back again and again to keep learning, and ultimately, when they’re ready, to become customers.