A blog can help any small business build its brand and online audience, while generating more business. A blog is an essential component of doing business, and an integral part of a business’ marketing campaign. In fact, 81 percent of U.S. online consumers trust information and advice from blogs, 61 percent have made a purchase based on recommendations from a blog and 60 percent feel more positive about a business after reading custom content on its website.

Custom content is the key to any blog, and you, as the small business owner, are the expert on your products and/or services. Your clients crave your expertise, which is why blogging is essential. If you don’t have a blog, start one now. If you do, the following three tips can help boost your blog:

No. 1: Incorporate pictures and video. Visual content, including pictures and video, is crucial in content marketing. Readers of any blog expect more than just words, and alluring visual content can be used as a springboard to the actual text as it encourages the reader to want to know more and draws them in, which is why visual content should be placed high or at the top on a blog. Furthermore, always use a picture that relates to your headline.  

No. 2: Write eye-catching headlines. Journalists are taught to write seductive headlines to “hook” the reader, and as a small business blogger you are essentially a journalist reporting on your business, so your blog headlines must immediately grab the reader’s attention. The headline is the most critical part of your content. However, keep in mind that headlines need to be concise. Don’t shy away from using numbers in a headline, use strong adjectives and promise the reader something useful. For example, 5 Statistics That Prove Blogging Is Critical to Small Business Growth.

No. 3: End with a call to action. It is perfectly acceptable to end your blog with a call to action (CTA). This can include inviting the reader to answer or ask a question, leave a comment or share your blog post. Additionally, create a CTA inviting the reader to follow your business on each of its social media sites. A CTA can also help with lead generation, which is the process of identifying and cultivating potential customers for your products or services. In fact, the aforementioned 5 Statistics That Prove Blogging Is Critical to Small Business Growth article states that small businesses with blogs generate 126 percent more leads than those that don’t have one.

Blog by Dale Myers. the NALA's Head Writer.