Why blogging is important to businesses – written by a firm which sells blogs to businesses. The cynical among you (and the author includes himself in this) may think of this article rather like surveys sponsored by breakfast cereal manufacturers which result in the finding that breakfast in the most important meal of the day.
But please wait…we have statistics on our side and we didn’t pay for them!
According to a 2018 survey by HubSpot, 53% of marketers say that blogging is their top priority when it comes to content marketing, even taking into account social media campaigns.
A blog is a simple, inexpensive way for your business to connect with potential and existing customers, spread your message and boost your SEO rankings. All you need is interesting, relevant content that appeals to your target market.
A blog offers its followers a form of ‘velvet rope syndrome’ – involving them in a group that has special knowledge and information and makes them feel connected to you and the service you offer.
There is a reason that B2B companies with a blog statistically receive more leads than those who do not.
If you offer your visitors transparency and good value then they will reward you with their loyalty to your company.
Why blogging is important for SEO
‘Content is king!’, according to a mantra of internet marketers, and there is no easier way of getting fresh, relevant information onto your website than with a blog.
With a blog forming part of a cogent inbound marketing and content marketing strategy, you are continuously adding more and more content for the Google bots to search through, vastly increasing your chances of higher Google rankings.
You content needs to be relevant, not only to your industry but also to the time and climate in which you are posting it, so that you are likely to hit the keywords that your potential customers are currently searching.
A blog is also a good way to target long-tail keywords, which tend to be far more specific to what you are actually selling, and will help you to whittle down the people who find your page to people who are genuinely interested in your product.
Keyword stuffing isn’t the answer here, though.
Consumers are savvier than ever these days, and you are far more likely to get a hit and have a customer bookmark or even share your page if your content contains something educational and of interest, than if it is just a keyword-rich, place-holding tool clearly designed simply to bring them to the page.
Blogs make conversions more likely
Because a blog offers value to readers, it helps to build a sense of a relationship between business and visitor, naturally building trust and making it more likely that visitors will buy something.
A blog allows you to portray a sense of personality, the culture of your company and a feel of what is important to you, and this makes potential customers feel more receptive to any underlying sales message.
Even if you aren’t trying to sell anything specifically with your blog, the give and take aspect of a blog which is set up on a business site makes consumers feel more inclined to go further and make a purchase on a future visit.
Provoke discussion and user interactions
Although, obviously, social media is the most popular way for businesses to interact with their customers, blogging is another proven and effective way to do so.
A blog ties in wonderfully with social media, as you can share your content across your social networks and hopefully have your fans and followers do the same.
This counts as user-generated content, which is a good way of improving your SEO rankings, as well as making yourself more visible to your current customers’ extended networks.
On most blogging platforms you will have the option to provide a comment box and this is an important way in which you can stay involved with your customer base and advertise the strength of your customer service at the same time.
Try to stay active on your blog, responding to questions and comments and encouraging readers to share.
Whilst social media comments eventually disappear off of current feeds, the comments under your blog posts will remain there for years, so it is the perfect opportunity for you to advertise your great customer service skills.
Establish yourself as a thought leader
You don’t need to be the best in your industry to present yourself as an authority to potential clients, just give them a reason to want to hear what you have to say.
Perhaps you have the scoop on the latest industry gossip, or have experience with a new trend that others haven’t caught onto yet. Your blog is the perfect place for you to talk about this and show visitors that you are an important business in your field, and someone that they want to keep an eye on.
Write blogs that offer the reader something that they need to make themselves successful.
Offer ‘Top 10 Ways To Halve Your Office Heating Bills This Winter’ or ‘How You Can Double Your Social Media Followers in 6 Weeks’ as opposed to your various thoughts about the industry in general.
Offer your readers something of tangible direct value and they are more likely to subscribe and come back for more.
Build a link strategy
Whilst onsite SEO is important to getting visitors to your website to enjoy their experience and come back for more, offsite SEO offers a high-value way of bringing in visitors that otherwise wouldn’t make it to your site in the first place.
Offsite SEO involves getting other, respected and high value sites to link back to your website. One of the simplest ways of doing this is to have a great blog that offers something unique and relevant that other sites will choose to reference in their own content about the same issue.
You can also try guest blogging on popular websites, through which you can then link back to your own page through your ‘about the author’ section.
To create a successful link strategy you will need to:
- Research your audience – obviously you know who your target audience is, but you need to really think about what kind of information would be useful or interesting to them, based on their current wants, needs and interests.
- Find relevant websites to connect with – if you want a site owner to link to your blog you will want to make sure that what you are pitching fits in with their site perfectly.
- Write compelling, plain English, Google-optimised content which offers value and insight to visitors – this must be the best content you’ve ever written. Well researched, unique, funny or really educational, you shouldn’t be able to find a hundred similar blogs all over the web.
- Employ social media to advertise and discuss your blog – if you’ve managed to get a popular site to link to yours then this is a great boost, but your job doesn’t end here and you need to cross-promote it across your social media as well to keep it relevant. This will also show the site that has offered to link to it that you are invested in promoting it.
We’ll show you why blogging is important specifically for your business.
At More Than Words we provide marketing copy, email services and lead generation services to help boost your business.
We can help you to launch a vibrant blog started that will stand out from the crowd and impress current and new visitors alike.
Just call us on 0330 010 3495 or click here to email our blog writers and copywriting team.