Today, companies must find time to become online publishers.  Regardless of business type, self-publishing in the form of an online blog can go a long way when it comes to building a web presence.  We’re talking about business blogging.

Business blogging has become the number one way in which niche businesses differentiate themselves from their competition.  Business blogs allow customers to get to know the people behind the business.  By sharing a unique perspective about the industry, business owners allow customers to identify with their interests.  By building a relationship with their customers, business bloggers provide a desirable level of service surpassing that of a pure-play e-commerce sales website with no differentiators.

What to Blog About

A business blog can be about anything.  Some offer free advice as a value add for customers.  Others offer thought leadership within an industry or area of business.  Videos are appealing and have been shown to increase customer engagement significantly and appear on blogs targeted towards a specific audience (hint: it is usually the same audience targeted by your business).

In a world where 99 percent of businesses have websites, business blogging is a great way to present yourself to the world.  What are the nuances of your business model which may appeal to your target?  Write about unique aspects of your business that may differentiate you from the competition.

How to Outsource Business Blogging

The idea of business blogging may sound appealing, but what if you aren’t a writer, designer or digital media specialist?  What if you already have a day job?  When most of your time is most spent building your business or seeing to its success and sustainability, who has time to consistently write a blog?

Business blog outsourcing is common among businesses that recognize the value in online content.  To keep their customers engaged without spending valuable time putting pen to paper, business managers hire digital content writers to produce and publish online content under their own name.  Normally, the business manager shares information with the writer.  The writer may conduct a series of interviews with various business managers to gather information about the topics that are needed to produce each blog.  Once a productive cadence is established between the writer and business owner, more content can be produced, faster.

Although new technology makes it easier than ever to manage a business blog, investing in the time it takes to actually sit down and write the blog, take the photos and publish the content online is another matter.  It can take as many as 4 hours per week to create just one business blog post – 4 hours too many for most business managers.  Those of us with aspirations to write all of the blog ideas on our lists seem to never have time to do them all.  This is where outsourcing of blog content writing comes in handy.

Millions of business blogs and new business websites are popping up as content publishing tools like WordPress and productivity apps make it possible for companies to create, publish and distribute their own online content without spending too much on the technology required to do so.  By hiring a web content blogger, your time is better spent where it is valued the most.

Business Blogging and Organic Search

Publishing companies already know how effective web editorial is for driving new traffic.  Non publishers, like retail, e-commerce, B2B and non profits can benefit from building business blogs. Business blogs provide a great way for companies to educate potential customers and provide a knowledge base for existing customers.

Unlike “evergreen” content that is usually found on website pages, business blogs are dynamic. There is new, fresh content getting published that is relevant to users, helpful in some way or entertaining.

Another way in which companies benefit from self-publishing has to do with search ranking and organic site traffic. While quantity and quality of content can positively impact SEO, new content should be created primarily for humans, not for search bots.

Keyword stuffing, duplicating content and cross linking using low-authority websites are no longer effective ways increase ranking. Today, search engines tend to reward websites based on a wisdom of the crowd approach. The wisdom of the crowd dictates that a piece of content that is widely shared equals quality. If most people who search for a keyword end up sharing that content because it appeals to the most people, Google and other search engines reward that behavior with higher rankings and/ or site authority.

While it is helpful to get the proper semantic markup and meta data in place, the algorithms are expected to be weighted more heavily towards human interaction. Content that is visited, liked and shared often gets moved up in the rankings much faster than content that was solely created to attract search engines.

To begin self publishing, many companies start by leveraging existing content. Once the basic content is in place, start thinking of creative ways in which users can interact with the brand. Custom publishing using advertorials and buying guides helps educate users while offering a pleasant experience of getting free content.