Blogging is one of the cornerstones of inbound marketing. Yes, it takes time…and inspiration…and patience…but it has so many potential benefits to your business that, if you are not including a blog in your content, then you are missing a great opportunity. So, what are the benefits of blogging?…
1. It helps drive traffic to your website.
As part of the “Holy Trinity” of digital marketing (along with social media and search engines), business blogging can actively drive traffic to your site. Here’s how:
Think of your website as a book. How many pages does that book contain? A few? And how often do you update those pages? Not often at all, I’ll guess.
But, every time you write a blog post, that adds another “page” to your “book” and another opportunity to show up in search engines and drive traffic to your website through an organic search. So, every time you add a page to your “book”, it’s a nudge for Google and other search engines that your website is up to date, active with fresh content and that they should check it frequently to see what’s new. This indexing process by the search engines will positively impact your rankings in any search results and the good news is that your blog post will continue to attract results as long as people are searching on that subject.
“Think of your website as a book”
Every time you write a blog post, you are creating an opportunity for that content to be shared by others on social media – Result: Immediate exposure to new, exciting audiences that you have yet to discover! Other opportunities may also follow as a result of publishing your blog post. If it’s out there, who knows who is reading it and where that may lead!
Blog content can be repurposed in any number of ways as content for your social media platforms. As well as posting a link to the blog itself, why not try posting a link, together with a quote from the blog, a pertinent question or for something different, why not convert your blog into video? Lumen5 is a great tool that allows blog posts to be converted easily into videos, which you can then share on your platforms.
2. It helps establish authority.
By writing about important and relevant topics, you are displaying your knowledge and expertise in a given area. It is said that only 1% of internet users actively create content, the other 99% simply view it. Therefore, why would you not want to stand out from the crowd?! By creating great content, you are attracting an audience by offering something of value and asking for nothing in return. After all, a potential customer is more likely to enter the sales process with you if they have previously been educated on who you are, what you offer and where you stand in the market.
3. It helps build engagement.
Another of the benefits of blogging centres around engagement. By allowing and encouraging comments on your blog and asking questions within it that actively encourage your audience to respond, you have an opportunity to build engagement, trust and, potentially, convert traffic into leads and leads into customers. Consequently, do make sure you respond promptly to any comments or questions posted.
4. It demonstrates market intelligence.
For search engines to index your blog post correctly and efficiently, you should include keywords in your post. If you haven’t already discovered it, Google AdWords is a great tool for researching keywords relevant to your market. Keywords Everywhere is a Chrome Extension which allows you to input a search into Google and see how many searches for that same term are undertaken on average, per month. This subsequently allows you to build your blog around commonly-searched or most popular phrases.
5. It shows the “Human” side to your business.
Blogging allows you to show the personal side to your business and to concentrate on issues and concerns that are of interest and affect your customers in their everyday life. It is also a great way to demonstrate what you and your staff are passionate about. By utilising your voice and showing your personality, you can build trust with potential customers and encourage them to feel and build a connection with you.
Hopefully, after reading this article, you can appreciate the many benefits of blogging for your business. It really doesn’t matter what your sector, as long as you know your target audience, what questions they have and would like answers to, then blogging really is a great way of driving traffic to your website, providing value to your clients as well as providing evergreen social media content. By including a blog on your company’s website, you differentiate yourself from your competitors, you show that your company is fresh, current and has their “ear to the ground”, in terms of what customers are talking about, the questions they are asking and their general requirements. By providing regular, quality content you are on an easy path to naturally growing your search traffic, customer trust and, ultimately sales. I mean, blogging, what’s not to love?!
Sometimes it can be difficult to know what to write about. If you can see the benefits of blogging but feel less than confident about producing quality content, then why not outsource the task? If you would like to talk to us about creating professional, engaging content, then why not book a call for a no-obligation discussion on how we can help?