Why blogging matters

When you're busy running a business, writing a blog can feel like one more thing on an already very long to-do list.

We certainly share that feeling and all too often it's a task that's put on the back burner until we're feeling "more creative" or all the other work for the day is complete. 

However, a good blog isn't just another piece of content to publish and forget. Written well, it can become one of your most useful marketing tools - helping potential customers discover your business, answering their questions, showcasing your expertise and giving you content to share across your other marketing channels. For tourism and hospitality businesses in particular, a blog can help you reach people before they've decided where to go, what to do or where to stay.

So, if blogging isn't currently part of your marketing activity, our latest Knowledge Hub article sees our resident blog writer, Jon Pressling, share some top reasons why they're worth the time creating.

Help people find your business

One of the biggest benefits of blogging is helping your business appear in search results when people are looking for information. Have a think about the questions your customers might be asking before they visit as popular blogs we've written have included:

• Things to do in Exeter this weekend
• Family-friendly activities in Exeter
• Best places to eat in Exeter
• Dog-friendly days out in Devon
• What to do in Exeter when it rains
• Where to stay for a weekend in Exeter
• Seasonal events in Exeter

A blog gives you the opportunity to create useful content around the topics your potential customers are already searching for. Instead of simply saying “Come and visit us”, you can help someone plan their trip while introducing your business along the way.

Top tip

A top 5 or top 10 list helps break down your blog, making it not only easier to create but also more digestable from a reader perspective. Remember that viewers often have limited attention spans so you need to entice them in with something captivating.

Give your website more reasons to be discovered

Your website shouldn't be a static brochure and there's no need to spend every waking hour updating information and perfecting the smallest details. Instead focus on adding useful, relevant blog content which gives search engines more pages to discover and visitors more opportunities to find you.

Someone might not initially be searching for your particular attraction, hotel or restaurant. They could simply be looking for inspiration for a weekend in Exeter.

A blog such as “10 things to do on a weekend in Exeter” could introduce them to your business at exactly the right point in their planning journey - potentially turning a search into a visit or booking.

Build trust and showcase your expertise

People buy from businesses they trust, and a blog gives you an opportunity to demonstrate your knowledge, personality and expertise.

For tourism businesses, your local knowledge can be particularly valuable. Share behind-the-scenes stories, visitor guides, local history, expert tips or staff profiles to give potential visitors an insight into what makes your business special and unique.

If you're an accommodation provider, for example, share your recommendations for nearby walks, restaurants or rainy-day activities.

Top tip

Always keep at the back of your mind that you're not just promoting your business but you're actually helping someone plan a better visit.

Turn one blog into lots of content

One of the biggest benefits of blogging, and a trap that many bloggers fall into, is that you don't have to create completely new content for every marketing channel. This is where people are often overwhelmed and put off blogging before they even start.

A simple blog such as “Five things to do in Exeter this Autumn” could quite easily become an Instagram carousel, Facebook post, Reel, newsletter feature, series of stories or several individual social posts. It's entirely up to you and there's no set limit as no how much content you repurpose, which ultimately makes your marketing much more efficient.

Top tip

Instead of constantly asking “What should we post today?”, start with one useful piece of content and break it down into smaller pieces.

Keep your business relevant throughout the year

Blogging can be a year round, 365 day project, and can help you make the most of seasonal opportunities.

Think about what your potential customers might be planning throughout the year. Spring could inspire content about gardens and outdoor experiences, summer could focus on family days out, while autumn and winter could highlight food, culture, Christmas and cosy experiences.

Top tip

Remember to publish seasonal content before people need it. If visitors are planning Christmas breaks in September or October, that's when you want your Christmas content to be available.

Answer the questions that could stop people booking

Your blog is also a great place to tackle common customer questions.

Perhaps visitors want to know whether you're accessible, dog friendly, family friendly, suitable for groups or easy to reach by public transport. If one person is asking the question, there's a good chance others are wondering the same thing.

Create a useful blog post answering it - you may even find that one frequently asked question becomes a series of articles.

Give people something worth sharing

Marketing is all about selling. While there is a strong truth to this, great marketing doesn't always have to sell something. In fact, content that is genuinely useful, interesting or entertaining is much more likely to be shared and comes across as less off-putting.

Think about articles such as “The Best Independent Bookshops to Discover in Exeter”, “A Dog-Friendly Weekend in Exeter” or “Five Hidden Corners of Exeter You Might Not Know.”

Top tip

The key is to create content people genuinely want to read and share, even if they're not ready to buy from you today.

Quality matters more than quantity

Don't think that you need to publish a new blog every day or even weekly. We've all been guilty of this and found ourselves rushing to create content just to tick off one for the day. For many small businesses, one genuinely useful article each month can actually be more valuable than four rushed posts that nobody wants to read. 

Top tip

Don't neglect your existing content and think recycling. New is exciting but older blogs can often be refreshed with updated information, images, links and seasonal details, giving them a completely new lease of life.

Start with what you already know

The good news is that you already have plenty of blog ideas as your customers are giving them to you every day - you probably just don't realise it.

It's worth asking yourself some of the following questions about your business as they could lead to a goldmine of blog ideas:

• What do people regularly ask us?
• What do visitors love about us?
• What do we know that our customers don't?
• What do we wish every visitor knew before they arrived?
• What do people need help planning?

Top tip

You're the life and soul of your business so don't be afraid to show some personality. Your blog doesn't have to sound like a corporate brochure and it won't do you any favours in attracting visitors. More and more people want to connect with the people and places behind a business.

Your next blog could be closer than you think

Blogging isn't about writing for the sake of having something new on your website. It's about creating useful, discoverable content that helps people at different stages of their customer journey.

Someone might discover your blog while researching a trip, return when they're ready to make plans and eventually become a customer. That means a blog post you write today could continue working for your business long after you've published it.

A simple challenge

Here's a fun little challenge that we can all make time for - simply set aside 30 minutes this week and write down 10 questions your customers regularly ask you.

Don't worry about perfect headlines or polished copy. Just write down the questions, choose one and turn it into a helpful article. You might already have your next ten blog posts waiting for you.

Need some inspiration?

If you're still looking for ideas, take a look at our Visit Exeter blogs. We regularly feature guest blogs from our members and can support you with writing your content, as well as sharing it across our social channels. We're not saying we're perfect but the above tips certainly help and keep us working in the right direction. 

Now that you're full of creative ideas and ready to go blogging, here's one final thing to share...

Remember, your expertise could be the inspiration a future visitor is looking for.