When it comes to business blogging, it’s tempting to focus solely on your products or services. After all, you want to highlight what you offer and attract customers, right? While that’s a natural inclination, limiting your blog content to just your offerings can hinder your ability to connect with a broader audience, build trust, and establish authority. Here’s why writing about related topics is a smarter strategy—and how it can benefit your business.
Build Authority in Your Industry
Blogging about topics that resonate with your target audience positions your business as a knowledgeable resource in your field. For example, if you sell fitness equipment, writing articles about workout routines, nutrition, or mental health shows you understand your audience’s broader needs, not just their shopping preferences. This approach fosters trust and encourages readers to view your brand as an authority they can rely on.
Key Tip: Share actionable advice and insights your audience can implement, even if it’s unrelated to your products.
Attract a Wider Audience
Focusing solely on your products limits your blog’s appeal. People don’t always search for specific items; they search for solutions to problems or information on topics they care about. By addressing related subjects, you increase the chances of attracting potential customers who may not even know they need your product yet.
For instance, if you’re a website design agency, blogging about SEO tips, digital marketing trends, or content creation best practices will draw readers interested in improving their online presence—some of whom may eventually seek your services.
Keep Your Content Fresh and Engaging
Let’s face it: reading post after post about the same product or service can get monotonous. Introducing variety through related topics keeps your blog dynamic and engaging. When readers find value in your content, they’re more likely to return, share your posts, and explore your offerings.
Example: A pet store could alternate between blogs about the benefits of organic pet food and advice on training techniques or seasonal pet care tips. This variety keeps readers coming back for more.
Improve Your SEO and Increase Traffic
Search engines love diverse, high-quality content. By expanding your blog’s scope, you can incorporate a wider range of keywords, phrases, and topics that potential customers are searching for. This broader keyword targeting increases your chances of appearing in search engine results, driving more traffic to your website.
Pro Tip: Use tools like Google Trends or AnswerThePublic to discover popular topics your audience is searching for, and create content around those.
Build Emotional Connections with Your Audience
Your blog is a platform to show that your business understands and values its audience. Writing about related topics helps humanise your brand, creating a sense of connection. When your readers see that you’re genuinely interested in their challenges and interests – not just selling to them – they’re more likely to return to your site and develop loyalty to your brand.
Real-Life Example: A bakery that blogs about festive recipes, family gatherings, or cake decorating tips connects with readers on an emotional level, turning casual visitors into devoted customers.
Drive Indirect Sales Through Storytelling
Sometimes, the best way to sell your products is not to sell at all. When you provide value through related topics, readers are more likely to engage with your brand. Over time, they might naturally explore your offerings because they trust the expertise and reliability you’ve demonstrated.
For example, an outdoor gear company that blogs about camping destinations or survival tips creates a subtle yet powerful funnel for prospective customers who may eventually need gear for their next adventure.
Foster Community Engagement
When you cover topics that matter to your audience, you open the door for conversation. Readers are more likely to comment, share, and engage with your content when it resonates with their interests instead of seeming like a sales tool. This engagement can build a sense of community around your brand, increasing loyalty and advocacy.
How to Choose Related Topics for Your Blog
To successfully expand your blog’s focus, consider these steps:
- Understand Your Audience: Use surveys, social media insights, or analytics to identify what your audience cares about.
- Stay Relevant: Choose topics that complement your products or services, even if they don’t directly relate.
- Solve Problems: Provide solutions or insights your audience will appreciate, even if they don’t involve purchasing your product.
- Experiment: Try different types of content – how-to guides, thought leadership pieces, or industry news – and see what resonates.
It’s About Building a Relationship
Your blog is more than a platform to showcase your products; it’s a space to educate, inspire, and connect with your audience. By diversifying your content and writing about related topics, you can create a deeper bond with your readers, expand your reach, and ultimately drive more business.
So, take a step back from the sales pitch, and focus on becoming the go-to resource your audience values. In the long run, this approach will do more for your business than a dozen product-focused posts ever could.
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