Our next big exhibition here at the British Library is Writing: Making Your Mark from 26 April to 27 August. It will follow the remarkable evolution of writing from ancient Egyptian hieroglyphs carved in stone and early printed text such as William Caxton’s edition of The Canterbury Tales, to the art of note-taking by some of history’s greatest minds, and onwards to the digital communication tools we use today.
Which brings us very neatly to blogging. Blogging continues to be one of the most important ways of marketing your business. And according to online marketing experts HubSpot:
With all the hype around video content, it’s tempting to think that blogging is over. But ... Your strategy should still involve blogging as usual. Because blogging is, and will remain, an essential game plan to reach your audience.
- You have a 434% higher chance of being ranked highly on search engines if you feature a blog as part of your website (Tech Client).
- Businesses using blogs as part of their content marketing mix get 67% more leads than those who don’t (Hubspot).
I have been blogging for over ten years on behalf of the Business & IP Centre here at the British Library, and have learnt from experience its enormous power.
- To build trust –
Today customers want to deal with real people vs anonymous business. This is your competitive advantage as a startup, and your blog will communicate your personal passion.
- To build an audience –
You can start to tell your story even before your business goes live. You might even attract some pre-launch orders.
- Increase your Search Engine Optimisation (SEO) without risk –
Google loves blogs, but hates cheaters, so keep away from search engine optimisers with claims of ‘magical’ abilities.
- Drive more traffic to your website –
- Be seen as an expert in your field –
You will have the knowledge and experience of your industry to provide insightful, quality content on a regular basis.
- Reach a wider market –
You will share your blog content via your social media channels, so you might even get to go viral.
For those of you who are not convinced here is some hard evidence of the power of blogging. In 2011 I wrote a post about the British Standard for a cup of tea (BS 6008 in case you are interested). Eight years later and this post still comes up as number one on a Google search...
Even if you are promoting what might appear to be dry or boring topic, a tangential blog post can be the an ideal marketing tool.
So, for instance, if you want to promote an "Award-Winning Pet Insurance" business, why not write a review of the British Library Cats on the Page exhibition, which ended in March, on your Animal Friends blog.
Neil Infield, Business & IP Centre Manager at The British Library
Neil is a manager in the Business & IP Centre at the British Library, where he leads a team of business and intellectual property reference specialists. The Centre provides information and advice to inventors, business start-ups and entrepreneurs.
Neil is a SFEDI accredited business advisor, and runs regular advice clinics. He has also delivered a range of workshops including What next for my business idea, and Introducing social media for small business.
Prior to joining the British Library Neil spent 16 years working in the City of London for an investment firm, managing their business information services. He has spoken widely on innovation in business information. He blogs at www.inoutfield.com, and tweets at @ninfield.
He has been active in SLA Europe for nearly 20 years, including President in 2004, and being made a Fellow in 2006. In 2011 he became a Fellow of The Royal Society for the encouragement of Arts, Manufacturers and Commerce (RSA).