Are you on the fence about writing blog posts for your equestrian business?
If yes, you should really jump down before you get splinters in your bum and check out what opportunities you may be missing.
Not to mention the money you’re leaving on the table…
From improving your SEO efforts to directly making sales, there’s a bucketful of reasons why equine businesses should be regularly creating blog posts.
I’ve outlined 11 of them below – plus given you actionable tips to achieve each result, AND thrown in valuable quotes from clever people who know far more than me, too.
Here are 11 reasons why we really need to prioritise writing regular blog articles for our equestrian business:
1. Increase visibility
Regular blogging helps you show up in search engine results, making it easier for people to find your equestrian business. Each blog post is another ticket in the SEO lottery!
Actionable Tip: Create a monthly content calendar to make sure you’re posting blogs consistently. Plan around seasons, events, or trends relevant to your business.
“Content is king, but distribution is queen and she wears the trousers.”Jonathan Perelman
2. Establish authority
Share your expertise through consistent blog posts to become a trusted source in your niche. Use your blog to share valuable information, tips, or even the latest research on equine health or equipment.
Actionable Tip: Write a cornerstone article that covers a topic in-depth and can serve as a main reference point for your audience. This could be something like ‘The Ultimate Guide to…’.
“When you brand yourself properly, the competition becomes irrelevant.”Dan Schawbel
3. Drive traffic
Yes – each blog post acts like a new doorway into your website, getting you more traffic. It’s a way for new visitors to jump into your website (then it’s up to your website to convert them into customers!).
Hint: Check out “9 basic qualities every great equine website needs” if you need help with creating a hard-working website that converts your visitors to buyers.
Actionable Tip: Promote your new blog on your social media channels and give them the link to read, to encourage sharing and attract more eyeballs to your content.
“More content means more traffic.”Neil Patel
4. Improve SEO efforts
While regular posts are important, they have to also be high-quality to please Google and benefit your SEO. Creating consistent, interesting, and relevant blog posts can really improve your site’s SEO, helping you gallop up Google’s online ranks.
Actionable Tip: Find and use long-tail keywords that are less competitive but highly relevant to your audience. Use tools like Google’s Keyword Planner for this, check out Google’s ‘Also Asked’ questions or even ask your current audience what keywords they would use to look for you!
“Google only loves you when everyone else loves you first.”Wendy Piersall
5. Boost social media
Creating regular blog posts for your equestrian business provides fresh content that can be repurposed, and shared on social channels, increasing your reach. Use snippets, quotes, or images from your blog posts for social media content.
Actionable Tip: Create ‘mini-content’ from your existing blog posts. A long blog post can be broken down into several social media posts, infographics, or even short videos.
“Content builds relationships. Relationships are built on trust. Trust drives revenue.”Andrew Davis
6. Build community
Regular blog posts keep your audience updated, engaged, and coming back for more. Creating new, fresh content encourages more newbies to join your herd, and stay there!
Actionable Tip: End your blog posts with a question or prompt to encourage comments and discussion. This not only engages your community but can also provide you with content ideas.
“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”Scott Cook
7. Enable content recycling
Blog articles can be repurposed into newsletters, eBooks, videos, or, as mentioned, social media posts. You can deep-dive further into the subject and give even more value.
Actionable Tip: Once you have enough blog posts on a similar topic, bundle them into an eBook or an email series. Use this as a free lead magnet to attract more subscribers.
“Recycling turns things into other things. Which is like magic.”Unknown
8. Gather insight
Use analytics on your blog to understand what resonates with your audience, helping you refine future marketing strategies. Free tools like Google Analytics and Google Search Console are invaluable for this.
Actionable Tip: Set up tracking on your blog to identify which topics are most engaging. Use this data to refine your future content strategy. Regularly check GA and GSC to see what traffic your blog is getting.
“What gets measured gets managed.”Peter Drucker
9. Showcase products/services
Writing blog posts for your equine business allows you to subtly promote your offerings in a less-salesy way, something we all struggle with! A post like ‘The importance of a well-fitting saddle’ can advertise your own line of saddles while also giving value to your reader.
Actionable Tip: Insert a relevant product link or CTA (call-to-action) within the blog content. For example, if you’re discussing saddle care, link to your saddle maintenance products.
“People don’t like to be sold, but they love to buy.”Jeffrey Gitomer
10. Encourage email sign-ups
Useful, engaging content can serve as a hook for collecting email addresses and growing your email list (as we all should be doing, constantly). If they enjoyed your blog and found it relevant, they’ll be keen to hear more from you and they’ll be a warm, receptive audience, too! (Which leads neatly into point #11…)
Actionable Tip: Have a call-to-action at the bottom of each blog post asking your reader to sign up to your mailing list. Offer a downloadable checklist or similar freebie in exchange for their email address as an incentive.
“The money is in the list.”Anonymous
11. Boost sales
If they liked your blog, they’ll like what you’ve got to offer them, so now send them to your sales page or your product pages. Well-optimised and compelling blog posts can directly influence buyers at the decision stage, so customer testimonials and case studies make great blog posts for this reason.
Actionable Tip: Use persuasive texts like testimonials or success stories as a blog post to build trust and make the pathway to purchase easier for potential customers.
“People are more likely to buy from you if you can show them why it’s in their best interest to do so.”Dale Carnagie
Bonus tip: Ask for the sale! At the end of your blog post, you can link to your product or send them to your sales page. Be brave!
So, there we have it. Eleven reasons why we should be creating regular blog posts for our equine business, that you really can’t ignore.
Have you safely hopped down off that fence yet?
If yes, and you’re chomping at the bit to get started on your own blog post, you may like to check out “13 odds-on ways to improve your copy for your equine business”, to make sure that what you’re writing is going to be an enjoyable read for your audience!
Or “15 ways to create engaging content for equestrian businesses” for tips and tricks on HOW to create genuine, compelling, converting content!
I have a special gift for you
If you’re like the 84% of equestrian businesses who don’t have a blog but would love one for their equine business (yes – I did a survey!) I have a special offer just for you. It’s a brand-new package including blog posts, social media posts, consultation calls, and freebies and resources hot off the press – all for a special, special price! Ask me about it… just email me at email@example.com
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