"I'm not a writer." "I don't know what to write about." "Who would read that?" These are the three most common objections to having a blog. All three are understandable – and all three miss the point.
A blog isn't about writing. It's about being found.
The primary purpose of a business blog isn't to entertain. It's to create content that appears in Google search results and brings people to your website who wouldn't have found you otherwise.
Every blog post is an opportunity to rank for a specific search term. A hairdresser who writes "how often should you get a haircut" can appear at the top of Google for exactly that search. A consultant who writes "how do I prepare my first tax return as a freelancer" can be found by exactly the people who need their services.
How it works
Google indexes every page of your website. The more pages you have with relevant, useful content, the more entry points you create for potential customers.
A blog creates these pages systematically. Each post adds a new keyword, a new search term, a new way to be found. Over time, this creates a compounding effect: old posts continue to attract visitors, while new posts add more.
What to write about
You know more than you think. As a professional in your field, you encounter questions every day that your customers ask. These questions are your content:
- What do customers most often ask you?
- What mistakes do you see repeatedly?
- What would you want a new customer to know before they work with you?
- What's different about how you work compared to others?
Each of these questions is a potential blog post. And because you know the answers from experience, writing them isn't hard – it's just systematising what you already know.
You don't need to write a lot
One well-written post per month is more valuable than ten rushed ones. Quality beats quantity. A 1,000-word post that genuinely answers a question your customers have will outperform a 200-word post written just to fill a page.
The long-term investment
Unlike social media posts that disappear in 24 hours, blog posts work indefinitely. A post you write today can bring visitors five years from now. That's a very different return on investment than a story that's gone tomorrow.
Getting started
The easiest way to start: answer your most frequently asked customer question in writing. Just write it as if you were explaining it to a friend. That's your first post. Done.
Then do it again next month.