START A BLOG
It’s almost 2020. If you are a business owner and you aren’t creating content, you are missing the train as it passes by. A few “hopefullys” to preface here. Hopefully, your business has a website complete with a unique URL/domain, and I’m not talking about a Facebook page. Hopefully, you, or whoever designed your site, made provisions to manage content so that it can stay alive and change as the business grows. And hopefully, you care enough about your business to want to talk about it by either writing or having someone else write, about it.
I’m trying to stay off of my soapbox here, but a website is not a billboard. Although, some billboards are better than many websites. At least billboard companies got smart a decade or so ago and realized that even billboard content needs to change to be interesting. So, they designed the LED billboard that not only allows dynamic change of advertising (or content) but allows them to sell to more than one advertiser at a time. If your website is a one-and-done static billboard for your business, you lose. No one will visit, no one will refer, and most likely, no one will even find it.
If you don’t have a blog, start one today. Here are some steps you can take If your website doesn’t support blogging (call me soon), or worse, your business doesn’t have a website at all (call me right away). Go to a free blogging platform and start there. A few blogging platforms to consider in no order of greatness:
Medium — this platform allows limited posts (3 per day I believe) but very easy to get started. As of this writing, they do not strip backlinks and anything you write there could have the potential to point interested readers back to your website. The reason I specified this is because many business writing platforms do strip out (or do not refer) backlinks to Google for search value.
WordPress.com — This is different than WordPress.org, the WordPress product site. WordPress is likely the most ubiquitous blogging platform in that WordPress sites power nearly 35 percent of the internet, and over half of all sites built on a content management (CMS) platform. The other benefit here might be learning and familiarity. If you don’t have a site or one that supports blogging, you probably should, and maybe will, down the road. Chances are it could be a WordPress site, so learning how to blog on WordPress.com will give you a very familiar learning path for when you do make the transition. There is also some possibility that a developer would be able to easily migrate posts you make here to your WordPress site in the future.
LinkedIn — If you don’t have a LinkedIn profile, you probably should, if for no other reason than to give you additional visibility and searchability online. Once you build a professional profile on LinkedIn, you can start posting and creating articles there. This wasn’t always the case in that LinkedIn only allowed “influencers” access to their writing platform. Now anyone can do it. What this gets you, if nothing else, is practice. I believe LinkedIn has outlived its purpose although recruiters use it daily, and that’s where the company makes money. But, the writing platform is easy, streamlined, and allows you to create content and tie it directly to your professional profile. The content is searchable on LinkedIn, but I am told they do strip backlinks to the dismay of many. They do not explicitly say this other than likely in some buried fine print.