Integrating portfolio work and case studies into our blog content builds affinity, reinforces our brand and communicates the value of our services or products.
We always talk about how our blog can support our small businesses. But it’s also important for us to integrate our business into our blog.
When we publish a robust blog that’s content rich with useful information for prospective clients, it can become — not only a powerful marketing tool — but it can also act as a portfolio of our work as well.
It can show the life of our brands and be a showcase for how we can best service clients.
But in order for blogs to be effective in this capacity, we need to integrate our business activities back into our blog content.
Below are simple ways that you can integrate your business into your blog.
1. Turn Case Studies into Blog Posts
Case studies are a great way to tell the world how valuable your products or services are. They show real-life examples of how you were able to satisfy your customer’s needs and help them accomplish their goals.
Turning your most recent client case study into a blog posts is an effective way of integrating your business into your blog content.
You can add screen shots of the finished client project or product and amplify the blog post through social media. Your blog post will most likely be better received than if you just called it “case study” and you might be able to attract a few more eyeballs to your website.
2. Turn a Portfolio Piece into a Blog Post
Perhaps you’ve contributed your talents to complete an exciting new project. Even without necessarily being a case study — you can still turn your portfolio piece into a blog post.
You can use multimedia (video, images and photos) to really showcase your project in a really descriptive way. Include creative notes, timelines and how the project finally came together.
In your blog post, link back to the portfolio section of your website so that anybody reading your post can easily access other things you’ve included in your portfolio.
3. Turn a Project into an Email Series
If you’ve recently worked on a really complex client launch where you juggled many different vendors, contractors, components and timelines — try turning it into an email series that you can distribute to your mailing list.
For example, if you’re an event planner or in public relations, you can detail each week or month of your client project in a series of four or five emails.
You can document your project timelines, your task lists and the various management activities you were involved with in order to accomplish the project.
This is a great way to get your audience hooked. It gives them a behind-the-scenes glimpse of what you do for clients. They’ll become better informed about your services and the kinds of ways you help clients.
When they need someone with your exact skill set and services, they’ll remember you as an expert and perhaps become your next client.
4. Turn Worksheets into Templates
If a big part of your freelance work or business operations is to be hyper orangized and you’ve created really detailed spreadsheets and worksheets in order to keep your work and customers organized, turn those productivity tools into templates that your readers can download.
This may seem like you’re giving away your work but on the contrary. Providing resources for your readers is another way of showcasing your expertise. It lets your readers know that you’re knowledgeable in your industry and you’re good at what you do.
Again — it lets them see behind-the-scenes of what you do and how you help customers or clients with your services.
5. Integrate Testimonials into Blog Posts
You don’t have to keep your customer testimonials exclusively on your Testimonials page. You can also integrate them into your blog posts as well.
If you’ve crafted a post about your recent case study or portfolio piece, include a customer or client testimonial right in the blog post.
When you can pair the testimonial right alongside the work, it puts the quote into context for the readers and they can clearly make the connection between your work, the end result and the happy customer.
78% of consumers will trust your brand if you create more customized content. It’s important that our blogs support our businesses and create opportunities for us to convert readers into clients.
But the only way it’s going to do that is if the content is useful and illustrates clearly how we can help prospective clients.
Integrating our client work, testimonials, case studies and portfolio into our blog provides an effective method of building affinity, reinforces our brands and communicates the value of our products or services.