In today’s digital world, blogging for businesses has become a vital factor for their content strategy. Why? Well for a start, B2B marketers that use blogs get 67% more leads than those who don’t. You don’t have to be a pro writer either to produce some great valuable content. The main things you need is expert knowledge of your industry and a good conversational tone. Here I’ll outline just some of the many benefits of having a company blog.
Why Blogging for Businesses is Important
Boosts SEO & Drives Traffic to your Site
If you are optimising your blog content properly for SEO then you will see a massive impact on where you rank on the SERP, not to mention a big increase of traffic to your site. Why is this? Well, if you have conducted the correct keyword research then your blog post should be answering a relevant user search query and the Search Engine will deem you a relevant source of information.
Blog posts will also keep people on your website for longer and help improve your bounce rate. Search Engines main goal is to drive people to relevant information sources, so that you will come back and conduct another search. If someone clicks on the top link and instantly goes back to the SERP, then the Search Engine will deem it not as relevant as they originally thought and lower it down the page.
Someone who clicks onto one of your blog posts is more likely to stay on the page for longer and browse through the content than any other page – especially if their search query was informational. For this reason blog posts will improve your bounce rate, which we all know is a factor of SEO!
Not to mention every time you write a new blog post the page is indexed, meaning more opportunity for you to show on the Search Engine and drive traffic to your site.
Helps Strengthen Relationships
Customer relationships and engagement is an important factor of any businesses marketing strategy. Blogging helps you connect with existing and potential customers in a much more conversational way than any other part of your site.
It will also help strengthen the trust of your relationships with customers as you are proving yourself to be a relevant source of information. If you can produce good, quality content then it gives your users a reason to come back to your website. The more you can help them, the more they will trust you and the more likely they will be to use your products/services.
Ensuring you have a comment box at the bottom of your blog posts is also a fantastic way of strengthening relationships with your customers as you are able to have a conversation and engage with them on a one to one basis. This also gives the ability to get involved with group conversations.
Establishes your Business as an Industry Leader
Keeping your blog up to date with red hot topics within your industry will help your business establish itself as an industry leader. It will make customers confident that they are purchasing a valued product/service from a well established and credible brand.
Once you are confident you have a kick ass blog with reliable content, it’s a good idea to start thinking about guest posts. If you really want to be an industry best then being recognised by already-established leaders is a great way to do this.
To make sure you are on top form within your business sector you should really be posting a minimum of one blog post a week, around 500-1000 words each. If you’re ever struggling for a topic then Answer the Public is a great way of finding out what people are searching for on Google or we have a post to help you think up new blog topics, fast!
Keeps Social Media profiles Current & Creates Opportunity for Sharing
Blogging is a great way of making sure that you are keeping your social media profiles updated with content (because of course you know that you should be sharing your blog posts across these platforms at all times!). If your content is interesting and valuable to your social audience it also creates a nice opportunity for sharing as well.
When you consider that there is roughly 7.7 Billion people on this planet and 3.37 billion of these people have social media accounts it’s no wonder that every business is on the ball with a social media marketing strategy.
Your social media following should be restricted to people who are actually interested in your industry, not every Tom, Dick and Harry. So, when you share your content across these sites you are already on to a winner as you know that you are more than likely going to be posting something of interest to your audience. This will encourage shares and likes, which will as a result, create a larger social media following for yourselves.
Humanises your Brand
It’s most important to humanise your business brand for one simple reason: people respond better to people. Blogging will help you achieve this and can be done in a number of different ways.
Remember that people want to know people. So when you’re writing, write like you. Write as if you are speaking to someone sat opposite you. Treat the language of your blog post as if you were speaking to a friend or family member and try to lay off the formalities as much as possible. In doing this your content will automatically become a whole lot more readable and engaging.
Don’t be afraid to show yourself either, you are amazing. Be confident in your writing and proud of your work. It’s time to wave goodbye to ‘admin’ and introduce yourself as the author. Each of your blog posts should show your name, job title and it is desirable to have an image as well. This will make your readers feel more connected to you and your brand, therefore creating a sense of loyalty and trustworthiness.
Helps you Rank for Long-tail Search Queries
Long-tail keywords tend to have lower search volume but have exceptionally good conversion rates. Why? Because long-tail keywords are a lot more specific to the individual users needs. If your webpage content is limited then blogging is a great way to get ranked for these variations of different keywords.
Each blog post you write should be aiming to target one keyword in particular. Prior to writing you should use keyword research tools to find different long tail variations so that you can be sprinkling them throughout your content. However be careful not to keyword overload as Google will sniff this out and lower your SEO ranks for doing so.
I’ve now given you the main benefits of blogging for businesses and answered your question of why blogging is important. It is now up to you to get creative! If you enjoyed reading this blog post, then we have a whole lot more you can get stuck into here.