Conversations, Interactions…
Interaction, conversations, engagement, communication, heart-to-hearts, exchanges, personality, networking, and team building. With Era now six years in, Henry and I have noticed something. Since our fortnightly blogs and monthly newsletters have been published, there has been significantly more engagement – from LinkedIn posts and feedback to real connections and projects. Era’s blogs have highlighted our values and ethics, whether it’s mental health awareness or industry changes; we have shared our views and ideas to present ourselves as personal, human, and approachable.
Writing and publishing our blogs and newsletters on LinkedIn has boosted our professional brand by showcasing expertise, building credibility, and fostering engagement with industry peers, thereby attracting clients. Our blogs – which will also soon be published on our website – form part of a consciously designed content marketing strategy where we create relevant industry-related content to educate and entertain our existing audience. This approach also drives traffic back to our website and strengthens SEO.
Building meaningful networks and relationships with our clients is a powerful way to demonstrate thought leadership and create lasting content on a professional platform while attracting new customers. A HubSpot study found that companies that post blogs on their websites have 55% more visitors and can generate 67% more leads through LinkedIn than those without. If we want to be recognised, we want to share it so that potential clients or employers can see what we know and the kind of business and people we are.
As a business, Era thrives on building trusting relationships. One of the advantages of blogging for business is the opportunity to provide insight! This is a chance to discuss day-to-day activities, sourcing of materials, introducing your employees, and highlighting experiences we want our customers to know about. We also talk about why we chose your particular line of business and our goals for its future. Being personable counts!
Henry and I are conscious of making our topics relatable and relevant (this is known as evergreen blogging). With a series of these blog posts, visits won't ever dwindle over time; they actually increase. When a business publishes an article, it may initially attract low traffic. However, if optimised, it provides value and continues to generate a steady stream of organic traffic without the need for constant updates or promotion.
So, with all this content, Henry and I can initiate new conversations, collaborations, and invitations to new clients – and through this engagement, also nurture our existing ones. Beyond self-promotion, storytelling, practical insights, and all-around ‘Era information’, we want to encourage our readers to interact and return for more.
David and Henry
