When I launched my copywriting business earlier this year, I wasn’t planning for a pandemic. (Let’s be real… who was?) Yet somehow, it’s all worked out and my business has been steadily growing. I give God credit for that!
Since then, I’ve been blessed to work with some great people, ministries, and businesses.
The last 6 months have taught me so much in terms of running my own business, helping clients grow their businesses, and driving traffic to various websites.
So I thought it was high time to share with you all what the last 6 months of blogging for other people has taught me.
Let’s start with the most obvious lesson:
Blogging Is Effective … if You Do It Right
I don’t have to rely on HubSpot’s data that businesses that focus on blogging are 13 times more likely to see a positive return on investment.
I’ve seen it for myself!
One of my clients saw a 300% increase in website traffic one month shortly after we launched their blog. Another client got some natural backlinks (great for SEO!) because of blogging.
This isn’t to toot my own horn. I say it to show you that blogging truly is effective—and not just for huge businesses that can afford to spend hundreds of thousands of dollars on content marketing.
It comes down to writing what your audience wants to read and then getting that content in front of them.
Blogging for other people, whether for big ministries or small businesses, has shown me this principle is true. But it’s only true if you do it right.
If you’re writing content your audience doesn’t care about, then guess what … they won’t read it. (Yep, learned that the hard way.)
And even if you get great traffic to your website, you won’t grow your email list if your lead magnet doesn’t speak to your audience’s felt need. (Also learned this the hard way.)
The best way to get your blogging recipe right is to test. Test everything—your blog topics, your lead magnet, your headlines, your photos … think of yourself as a blogging chef creating her own delectable dish. Keep tweaking until you get it right.
Every Brand’s Voice Is Unique
You’d be surprised how different one business’ voice is to the next. It entirely depends on the image the business wants to project and the people they’re trying to target.
For example, I have one client whose voice is extremely laid back. I’m talking tons of ellipses, all-capped words, emojis, etc. That’s her voice, and it speaks perfectly to her audience. They feel like she’s talking to them directly, and they trust her advice.
That style, though, would not fly with some of my other clients, who prefer to project more professionalism and less personality. This rings true for businesses that need to be taken more seriously and/or serve other businesses (B2B).
So how does this apply to you?
Well, it means you need to decide what your brand’s voice is. Is it more relaxed and fun? Then use more informal language in your blogs and maybe even add a few emojis.
Or is it more professional? Use proper grammar throughout your writing. I still recommend keeping the language conversational—that’s just the nature of online writing nowadays.
Whether Blogging for Other People or for Yourself, Don’t Forget the Data
When blogging for other people, it’s easy to fall into the mindset of simply wanting to make the client happy.
(All my fellow people-pleasers out there, raise your hands… I know I’m not alone.)
But one thing I’ve learned is that I can’t let my natural tendency to want to please people keep me from doing what’s best for the client.
After all, sometimes people don’t know what’s best for them. That’s why they hire someone!
It’s my job to look at the data (traffic, leads, engagement, etc.) and nudge my clients in the right direction.
As I choose to let the data drive my suggestions and writing decisions, the results are always better. What a surprise, right?
And better results ultimately mean happier clients.
When it comes to your own blog, this same principle holds true. It’s crucial you look at the data regularly to see what your audience is responding to, what platforms are working best, and what headlines are getting the most attention.
What are some other lessons you’ve learned in your blogging journey? Share in the comments below! I’d love to hear your thoughts. 🙂
Jenny Rose is a freelance copywriter and content marketer specializing in B2B marketing, real estate, and accounting. She's written for clients like AAA, Edward Jones, Flyhomes, Guild Education, and more. Her writing has also appeared in publications like Business Insider and GOBankingRates.
