Only if done right, says Mark Satterfield
, author of The One Week Marketing Plan: The Set It & Forget It Approach for Quickly Growing Your Business (BenBella Books).
While anybody can key words into a template, it's not so easy to create a professional blog that reels in potential clients and keeps current ones engaged.
You have to strike the right tone, come up with great topics, and know how to hold a reader's attention.
"Done well, your blog can become an essential component in your marketing arsenal," says Satterfield, of Gentle Rain Marketing, Inc.
The power of writing a regular blog goes beyond building a brand for your business and attracting new clients.
If you do it consistently, your blog becomes a powerful tool for cementing relationships with your existing clients and thwarting the attempts from your competitors to poach them."
In The One Week Marketing Plan, Satterfield
shares actionable strategies to help entrepreneurs set up a successful, sustainable niche marketing plan in just five business days.
spotlights eight tips for creating a compelling, business-driving blog:
1. Know what your readers care about.
First and foremost, successful blogging is all about offering value to your readers.
It doesn't matter how well-written your posts are if they don't provide useful information or answer readers' questions.
People are looking for resources to enhance their lives.
"Specifically, I advise you to not only consider what your target audience cares about, but also to think about the words and phrases they're likely to use when searching for that information," Satterfield
"Be sure to include these keywords in your headlines and copy so that your posts will be more likely to show up in the first few pages of search results.
This is one component of search engine optimization, or SEO."
2. Find your voice. (And make it an engaging one!) If your goal is to drive readers away or put them to sleep, write in dense "corporate speak" and use a lot of industry-specific, arcane phraseology.
The tone of your writing should be more entertaining and approachable, even though you're primarily talking about your business.
"If you read your blog post aloud and conclude that your words would turn an in-person meeting into a snooze-fest, think twice before hitting 'publish,'" advises Satterfield
"In fact, when you're creating posts, aim for the tone you'd strike in a one-on-one conversation with a prospect or customer."
3. Write about compelling topics.
Consistently creating compelling content is a challenge for a lot of bloggers.
So that you don't find yourself facing blogger's block, it's smart to have a broad understanding of what readers generally find interesting.
"I suggest making a list of posts you want to publish, so that you can work on them when inspiration strikes," Satterfield
"Be sure to keep a constantly evolving record of any new ideas that come to you."
4. Tap into current trends.
" is a valuable tool that lets you know on an hour-by-hour basis what the most popular searches are.
If you write a timely post centered on one of these trends, you may get a quick traffic boost to your blog.
"As a busy business owner, you can't constantly monitor Google
trends, ready to churn out a relevant post," Satterfield
"You know your target audience and what they will generally respond well to, so trust your instincts and adjust your approach going forward if need be," Satterfield
"You can even embed videos in your posts," Satterfield