Love it or hate it, social media has become an essential part of marketing strategies for professional services businesses. While you might like to dream that all new business will come flying to you from “word of mouth”, we all know that’s putting way too many eggs in one basket. While social media won’t deliver “instant sales”, platforms like LinkedIn, Twitter, and Instagram offer a powerful way to connect with prospects all along the buyer’s journey while allowing you sufficient space to demonstrate expertise in your field. However, coming up with consistently generating engaging content for social media can be a challenge. This is where blogging comes in.

Blogging is the gift that keeps on giving, as it’s a great way to generate content for social media posts; it allows you to create in-depth, informative articles that can be repurposed across various social media platforms. Let me show you how blogging can help generate content for social media for professional services businesses:

Consistent blogging generates fresh content to repurpose across various social media platforms. For example, you can take a single blog post and use it to create a series of social media posts, each highlighting a key point from the article. You can also take quotes or statistics from the blog post and turn them into graphics for Instagram or Twitter. The possibilities are endless.

One of the primary benefits of blogging is that it allows you to display your expertise in your chosen field. By creating informative, well-researched blog posts, you can show potential clients that you have a deep understanding of your industry and are well-equipped to provide the services they need. Sharing your blog posts on social media allows you to further amplify this expertise, demonstrating your knowledge and flavoring it with your personal brand.

Blog posts are great conversation starters on social media. When you share snippets of a blog post on social media, you can encourage discussions by asking questions related to the topic of the post. This can help you gain attention and spark conversations while paving the way to build relationships with curious prospects and potential clients.

While each marketing platform is critical, your website is your “storefront”. It’s the main engine of your business. Sharing your blog posts on social media should drive traffic back to your website. When people spot your content on social media and click through to read your blog post, that leads them to your website where they may explore your content further and learn more about your services. This can help generate targeted interest, entice them to click on your lead magnet, and ultimately lead to an initial call or consult.

To keep things even more interesting, blogs can provide a platform for guest posts from other professionals in your strategic partnership. This provides your audience with a fresh perspective on topics related to your industry. When you share these guest posts on social media, you can introduce your audience to new experts and build your reputation as a hub for valuable insights.

If you’ve wondered how blogging connects to social media, I hope I’ve opened up a few ideas for you. Always repurpose your content because not everyone will see it the first time in the one channel you’ve used. Give your audience additional ways to find your words of wisdom by using blog material as social media posts.

If you’d like to learn more, let’s schedule a talk.