How to Make Blogging Pay Dividends for Your Business

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How to Make Blogging Pay Dividends for Your Business

I get it – you don’t have time to blog.

With all of the other more important things on your plate, like customer service, product development, and marketing – who has time to invest hours into a strategy that might not pay off for months, if at all?

Not me.

I struggle with this problem in my own business, and I’ve come up with a solution; a way of making blogging pay off today.

The key is to make your blog a function of all of the different facets of your business.

Here’s how:

Step 1: Blog To Help Users Get Value From Your Product

The key to a successful business is providing value to your customers, and you can do that through content. If you’re befuddled on where to start, I recommend focusing on two aspects that you absolutely should know how to do.

Features And New Releases

Make blogging work for you by focusing on explaining literally how to use your product or service.

It’s true, I don’t much care for blogs that are ALL about the product and how to use it. After a while, it gets a little boring.

But some of the time, it’s perfectly acceptable, in fact, it’s even encouraged.

By writing about features, you can solicit comments from your audience, another way of getting customer feedback.

Additionally these posts will rank well in the search engines for people who are specifically looking for the feature you’re blogging about.

Lastly, remember to include images and video along with text, because you’ll be able to reuse this content later, and it’s helpful to have it in various forms.

Tutorials On Solving A Problem

Customers don’t buy things for the sake of simply having them; they’re trying to solve a problem.

People buy customer support software in order to make their customer support more efficient; not to have features to play with.

People buy a chair to have somewhere to sit; not to have something to lug around or look at.

Once you move beyond just talking about features, start writing about what you can do with the product.

Take the customer support example. Instead of just writing about how you have reporting and analytics, explain how tracking these metrics will provide you with the benchmarks to know if your customer support is moving in the right direction.

Focus on what value each feature provides.

Step 2: Build Out Your Knowledge Base

OK, so you have some nice articles written about your product and how to get value out of it.

Now, what?

I recommend starting by building out your knowledge base.

Many people don’t realize it, but knowledge bases are absolutely critical pages for support. At NinjaOutreach, my influencer marketing software, it’s the 7th most trafficked page, just below the home page, pricing, and the blog itself.


It’s the type of page you want to get right, because if you can solve someone’s problem with the knowledge base, then you can lessen the strain on customer support and reduce churn.

Start by taking the posts you’ve written and reusing the images, videos, key phrases, and simply linking to the post itself in the knowledge base article.

Remember to reference these articles in customer support so that when inquiries do come up, you can leverage this resource to more quickly solve the issue.

Now you’ve taken your blog and improved your customer service all at once, with little extra effort.

Step 3: Add It To Your Email Series

Lastly, you can take these posts and make them a part of your email series                                                                                                                                                                                                                                                                                                                                                                                                                                  . This way, you’re producing fresh, new content AND new users are being educated about the product.

I like to start a followup series immediately when the user begins a trial with our product. Here’s what ours looks like:


Start off by focusing on features in the early days, to make sure that the customer gets over the learning curve hurdle.

Then add in the more value adding blog posts, which show them what they can do with the product.

Naturally, in both cases, I leverage the articles I’ve already written. Take snippets of the text, add videos, and of course link to the article.

This improves onboarding, which naturally increases trial to paid conversion, as well as reducing churn because customers are not more empowered.


By strategically focusing your blog around the product and the value it provides, it’s quite easy to successfully kill two birds with one stone.

The more information you can give people about your product, the better kind of customer they will be. They will get more value out of you product and depend on your less for support.

This means blogging is not just a marketing strategy, but it’s also:

All of which is going to reduce costs and increase revenue over the long run.

How do you leverage blogging to improve other aspects of your business?

Maximize Social Business


ANNUAL MEETING: No Dividends From Facebook


BagOfDividends650A shareholder at Facebook’s annual meeting Thursday at the Sofitel San Francisco Bay in Redwood City, Calif., asked about the possibility of the company paying dividends to its shareholders.

A Facebook spokesperson responded:

Thank you for your question. So we take very seriously the work that we do to ensure that we invest every dollar wisely in trying to grow the company, and we’re very careful with all uses of shareholder capital and capital that we get from operating the business.

At this time, our focus really is on using the cash we have to invest in growing the business and to trying to build some of the things that (Co-Founder and CEO Mark Zuckerberg) described during his remarks. So we don’t pay a dividend and don’t anticipate doing so in the near future. As the company matures and grows, we look forward to having conversations about the best use of our capital.

Readers: Should Facebook pay dividends to its shareholders, or is reinvesting capital the proper strategic move?

Image courtesy of Shutterstock.