As someone who wants to take your hard-earned cash in return for providing you with blog posts, this is understandably a question I get asked a lot.
Why should you, a business owner, give me, a blog writer, a significant amount of money for something millions of people do every day?
There’s a difference between a targeted, strategic blog that has a purpose, (i.e. make people buy stuff), and some idiot’s breakdown of their (no doubt fascinating) day.
A quick point on branding: a blog contributes to branding in obvious ways – you can style your blog to tie in with your product’s brand with the tone, style, and so on, but branding is built with every aspect of your business, from your colour scheme to your blog to how you deal with customer complaints.
Any of the points mentioned below that deal with creating trust and a rapport with the customer are all helping to create your company’s brand.
So how can a professional blog help you make more money?
1 – SEO
What content do you have on your website that sets you apart from Google?
If you’re the only person on the whole world to sell your product and your website ranks #1 on Google in every keyword, then congrats, you may not need to blog.
But say you sell t-shirts – sure, they have cool catchy captions, but so do thousands of other t-shirt companies out there. How do you improve your SEO?
WITH A BLOG!
And even if those other companies have blogs, it won’t be as good as yours. Why not?
They don’t have me writing it. Because we’re going to look at their blog and either do it better than them or pick a slightly different niche. I have a specific post on what to blog about if you’re stuck.
Blogs can be incredible for SEO because they provide useful content, and Google wants to provide useful content to its users.
Ok, say someone googles ‘ethical vegan t-shirts’.
Your website not only sells ethical vegan websites but also blogs about a visit to the factory, the materials used, how they’re shipped etc etc.
This shows Google that your company is the most ethical vegan t-shirt company going, and will reward you by sending searchers to you.
No more messing around with Facebook campaigns that might get a few halfhearted clicks. A blog can connect you with people that already want to buy your product.
2 – A blog builds trust
We’re sticking with the imaginary ethical vegan t-shirt company, by the way.
Ethical is a bit of a buzzword at the moment and that’s not always a good thing – companies add it willy nilly to their web copy without really being required to back up their claims. L’oreal and Garnier legally claiming their products are vegan whilst still testing them on animals is a notable (and disgraceful) example.
Consumers are aware of this (called Greenwashing), but they still want ethical t-shirts.
Google is aware of Greenwashing too, so they need to find proof that the website they’re sending the consumer to is actually taking steps to be ethical.
How will Google know?
Because a blog will tell them. You could write a post about sourcing your cotton (a notoriously ethically-dubious product), a factory tour, a run-through of how you package your goods.
A blog is a great way to help you be transparent with your customers, and in this day and age, consumers value transparency above all else.
We’re sick of ads masquerading as helpful content, for free shit that we inevitably have to pay for, and we can see it a mile off.
3 – A blog sets you apart
You may get traffic to your blog that initially has no intention of buying your product. You might have written a post on, say, sourcing ethical cotton and a student may have stumbled upon you whilst researching a school project.
This is a student with no money to spend on your t-shirts, with no plans to do so. But the cotton project is dull, and your blog post is informative, entertaining, and well-researched.
And it has links to studies that the student can now click through to and cite.
The student doesn’t want a t-shirt, but they may remember you come Christmas, and buy a t-shirt as a gift to their mum, or brother or whoever. Maybe the teacher that set the cotton project.
Perhaps they’ll share the post with their friend who’s also got the same homework.
Voila – you’ve now got viral potential with evergreen content.
4 – People feel a connection
A blog can let potential customers gain an insight into your life that can make them like you (or not, I suppose).
You can tell them about your family, your plans for the holidays, your favourite recipe for chilli, whatever.
Sure, this will build trust and make you memorable, but it will also make people root for you. They’ll recommend you to their friends because they know the money is going towards your kid’s violin lessons.
They know how badly you need the said kid to improve because your ears are bleeding.
You can establish a rapport too – even ask customers what t-shirts they want to see. Customers get what they want and you have some new ideas to consider.
This truly is a two-way process where everyone benefits.
6 – Increases traffic
SEO brings in targeted traffic for specific keywords, such as ‘ethical vegan t-shirt’, and as I mentioned, a blog is a great way to do that.
But you will also unintentionally get traffic from other keywords, such as ‘ethical cotton production’, ‘vegan t-shirt dyes’ and so on.
This traffic may not be primed to buy t-shirts, but you can still monetise it if you want.
Who doesn’t want multiple income streams?
You can sell ad space, join ad networks, start doing affiliate links, even start selling digital downloads – colouring sheets or printables of your t-shirts designs.
7 – The soft sell
In the above point, we discussed traffic that isn’t necessarily interested in your product.
Or rather, they didn’t know they were interested in it.
Imagine your next customer has just watched a documentary on going vegan, or fast fashion, or something.
They’re shocked, and google ‘ethical cotton production’ to see if what they just saw was really true. You pop up with your post on cotton production, and where you get your ethical cotton from.
They weren’t specifically looking to buy a t-shirt, but at the bottom of your blog post there are a couple of links to your best sellers. They click. They might buy, they might not, but they’ll definitely think of you when they are ready to buy.
8 – Email list
I’m actually currently waiting for the demise of the email list because everyone’s been obsessed with them for years.
They’re obsessed for a reason though – they’re a great way to communicate with people who are at least a bit interested in you.
Blog posts are a great way to get people to sign up for your list. You can offer content upgrades, discount codes, tease a story that you need to sign up to get the finale for etc etc.
An example could be that you mention you’re going to check out a new factory at the weekend. You don’t need to say ‘SIGN UP TO MY EMAIL LST TO FIND OUT WHAT HAPPENED’ because realistically most people don’t give a shit.
HOWEVER, if you say something more off-hand like ‘newsletter people – you’ll get the update,’ non-newsletter people will be like ‘am I missing out? WHAT ELSE IS IN THIS NEWSLETTER??’ and sign up.
We’re all sick of seeing ‘SIGN UP TO MY NEWSLETTER!!!!!!!!11!! IT’S INCREDS!!!!!!110% DISCOUNT CODE YADA YADA YADA!!!!!!!1!!!11!!!’
9 – Blog content is evergreen
You can pay Facebook to promote your posts and they will for a bit, but after a while, they stop, and you have to give them more money. If you don’t pay Facebook money, they’ll show your post to 9 people, and you’ll be happy it wasn’t 6.
Instagram can be lucrative in the right niches, but it’s a full-time job for someone.
Blog content is evergreen. It lasts until you can take it down, with the bonus that you can update it whenever you like.
If you write your own blog content, it’s free, if you’re already hosting a website.
If you don’t want to spend the *years* it takes to learn how to craft great blog content, then pay someone (if you didn’t see where this is going, it’s me. You’re paying me).
Should you want to learn to do it yourself, then go to YouTube and search Income School and watch all their videos.
No, I will not link to it.
I want you to pay me to write your blog.
If you want to write it, you can type ‘youtube income school into the search bar your damn self.
Ok, it doesn’t HAVE to be me. But you can pay a professional blog writer to write your blog for you. You can either pay them to do a post per month or week or so, or get them to do thirty posts upfront and then either leave your blog at that (which is totally fine and can yield amazing results if you do your research right) or have a go at crafting your own.
Expect to pay between £100 minimum per post, depending on the length and research involved. For a well-researched long-form blog post, you’re looking at upwards of £500.
This is a post that could potentially bring you upwards of 30,000 pageviews a month.
10 – It’s easy to outsource
There are a plethora of freelance writers out there.
I charge £100 for a thousand-word blog post on a topic of your choosing.
You could go to UpWork and get someone to write a 500-word post on the same subject for £12. I’m not joking. It may even be grammatically perfect.
So why would you pay me £100 MINIMUM?
Assuming you’re a vegan company (although I’m also an expert in house plants and house rabbits – obvs I’m not big on going outside), you’re paying for my expertise.
Not only in writing blogs that are designed to get Google to give you heart-eyes, and entertain your audience but also in…being a vegan.
I mean, you know I can write blog content. You’re reading it now.
Go to the blog tab to read my posts, or head over to Planet House Plant. It’s a blog on house plants (believe it or not), and it’s my passion site that I don’t actively promote.
I’m at 400 organic page views a month which I know sounds CRAP but is actually pretty good for a brand new site. I’ve done NOTHING to promote it bar a few Pinterest pins (but no Tailwind or Pinterest strategy). It’s all Google, baby.
If you’re going to pay the bare minimum to a non-expert, you may as well write the posts yourself. Pay an expert, and get expert results.