As a business, you might want to create content for your website but are unsure what to write blogs about?
In the digital age, where content is king, professional businesses like accountants, solicitors, financial advisors, and estate agents are increasingly turning to blogging as a key tool in their marketing arsenal.
A well-crafted blog not only enhances your online presence but also establishes your authority in your field. This guide aims to shed light on how to choose the right topics for your blog that resonate with your audience and amplify your brand’s voice.
What to blog about
For professional service businesses, it may not seem obvious what to blog about – how much information should you put on the internet? Do you need to worry about data going out of date? What will be useful and connect with potential clients?
Understanding your audience
The first step towards mastering what to write blogs about is understanding your audience. This means grasping the unique needs, concerns, and interests of clients like individuals seeking financial advice or businesses needing legal guidance.
Remember, the key to a successful blog is not just in the writing but in understanding what your audience needs and how best to provide it.
Once you understand your audience, when it comes to exactly what to write blogs about as a business, there are a few places to take inspiration from:
1. Analysing Industry Trends
Staying abreast of the latest industry trends is crucial.
For instance, accountants could write about new tax legislation, whilst estate agents might discuss housing market trends.
Use tools like Google Trends to craft content that positions your firm as a current and knowledgeable authority.
2. Leveraging SEO for Topic Selection
Search Engine Optimisation (SEO) is the backbone of digital content strategy. Begin with thorough keyword research to understand what your potential clients are searching for online.
Tools like SEMrush or Ahrefs can provide insights into high-volume search terms related to your services.
For example, a financial advisor might target keywords like “retirement planning advice” or “investment strategies for beginners.”
3. Generating Ideas from Business Activities
Your everyday business activities are a goldmine for content ideas. Discuss the unique aspects of your services, delve into case studies, or share success stories that showcase your expertise and build trust with your audience.
For example, a solicitor’s blog could feature articles on successful case outcomes or insights into complex legal processes.
4. Addressing Common Customer Questions and Concerns
A highly effective way to generate content is by answering frequently asked questions or addressing common concerns of your clients. This not only makes your blog immensely valuable but also helps in building a rapport with your audience.
For instance, an accountant’s blog could cover topics such as “The top tax-filing mistakes to avoid.”
5. Incorporating Thought Leadership and Expert Insights
Demonstrate thought leadership by offering expert insights into your field.
This can be achieved through in-depth analysis of industry developments or interviews with experts. Sharing knowledge not only builds credibility but also positions your firm as a leader in the professional services sector.
How to foster a successful blog long term
Blogging can gain fast results. Well written niche content can often quickly move to the top of a search engine’s results however it is a long term approach to blogging that reaps the most reward over time.
By covering a variety of relevant articles and continuously monitoring success, businesses can generate significant organic website traffic.
Balancing Evergreen and Trending Content
Mix evergreen content, which remains relevant over time, with trending topics for a balanced content strategy.
While evergreen content ensures long-term value, trending topics cater to immediate interests and can attract a surge in traffic.
Measuring Success and Iterating
The only way to know if your blog is hitting the mark is by measuring its performance. Use analytics tools to track metrics like page views, time on page, and bounce rate.
This data will help you understand what resonates with your audience and what needs tweaking.
What to Write Blogs About
It is sometimes the case that you may be overthinking what to write blogs about, if you understand your audience it’s highly likely that you’ll be able to deliver relevant and engaging content.
Blogging is an invaluable tool for professional service businesses looking to further establish their brand and connect with their audience.
To elevate your professional services business with compelling blog content, contact Sirius for personalised advice and strategies tailored to your unique business needs.
