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Encompass® Insurance Insights & Articles

How to Start a Business Blog

Thinking about adding a blog to your company's website? With over 400 million internet users reading nearly 20 billion blog pages monthly, blogging can be an effective digital marketing tool for reaching your target audience. More than half of all marketers consider blogging to be their primary content marketing strategy.

No two businesses are the same, so it's good to consider the following before adding a blog to your company's website.

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What is your goal with the new blog?

Consider why your business wants to have a blog and the type of information you plan to share. Blogging can be an effective tool for relationship building. Providing quality, useful content to customers and prospects can build your company's reputation as an industry authority and offer an additional touchpoint for customer communication.

Before you start, brainstorm potential blog topics. Do you feel your business has a unique perspective to bring to these topics, or are you simply restating information that's available elsewhere? The most effective blogs avoid overly promotional content and focus instead on information that is educational and useful.

How will you grow your blog's audience?

Even with great content in place, you'll still need a plan to ensure that content is actually read. Many businesses share their blog posts on social media or include links back to their blog in an email newsletter. If your business is already active on these channels, then you've got a great starting point. Remember that content isn't successful if no one is aware of it.

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