- Reading time: 4 mins
- Marketing Strategy
Blogging takes regular time and investment, resources which many smaller businesses may not have. However, the benefits of blogging far outweigh the extent of the commitment, especially in today’s customer-centric market. A well-written blog can influence consumers’ opinions and purchase decisions way more than social networks do. Here are a few reasons why you should blog regularly:
Blogging is an easy and cost-effective way to build a relationship with your customers. You don’t need to be a graphic designer to create your business blog and share unique, engaging content with a targeted audience. Most blogging platforms are user-friendly and straightforward; some even include calendars to help you keep a regular schedule. What’s more, blogs can reduce marketing costs by combining strategies. They boost SEO, promote brand awareness, engage readers, fuel discussions and comments, and guide visitors back to your website – all services that can add up if invested on separate channels.
Blogging gives you a chance to create a face for your brand. Your blog can be a way to promote new products and services. However, it’s also a great channel to tell your story and give readers an inside look at your business goals, philosophies, and values. Introduce team members, highlight special events, share news from community ventures you support, and much more. People are more likely to purchase from a company they know and trust, so take advantage of blog space to show your company’s “human” side!
Blogging offers a golden opportunity to show your industry expertise and become a thought leader. Some businesses neglect blogging for fear of giving away too much information. In reality, though, blogs are most successful when they provide value. Readers are much more likely to trust and follow your brand if you offer effective solutions, tips, and perspectives on a regular basis. Consistently updating with useful, relevant content goes a long way toward building a credible reputation for your brand. At the same time, too, it forces you to stay on top of industry news and to become better at anticipating your readers’ questions and challenges.
Blogging drives traffic and increases your brand’s visibility. According to Hubspot, businesses that blog have 55% more web visitors than businesses that don’t. The more useful, interesting, and relevant your blog content, the more your readers will want to share it. If properly optimized for search engines as well, your blog can attract more visitors to your company website – and the more traffic to your website, the better your chances of conversion.
- Develop each blog around strategic keywords – including titles, meta descriptions, and image tags. Try to think of keywords people might type in when searching for your product or service.
- Sprinkle your content with internal links to other pages on your site, such as specific product solutions or other blogs.
- Become a guest blogger on websites that compliment your own industry. Guest blogging is a great way to generate quality inbound links to your website pages.
- Link your blog to social media platforms like Twitter and Facebook to connect with a wider customer base.
- Don’t be afraid to include relevant calls to action. What should visitors do once they’ve read your blog?
Blogging metrics can provide greater insight into your audience. Regular review of your blog analytics can reveal which topics are most popular, when the most people visit your blog, which visitors might be closer to conversion, and more information to help improve your content and market more effectively to your readers.
Blogging IS manageable in a tight business schedule. Writing may seem like a daunting task under a heavy business workload, but don’t give up! A little pre-planning can help your company produce an engaging blog even with a small staff or crowded timetable.
- Invite employees – or volunteers, or customers – to tell their stories, share their opinions, or write about something within their expertise. This will help distribute the blog work and build a wider range of compelling perspectives.
- Create an editorial calendar to map out when each blog will be posted, what topic it will cover, and who will be writing it. Assign one person as a “core” editor to ensure consistent quality.
- Re-purpose older blogs into new, fresh content – rewrite them in a different tone or with a different focus, or expand smaller points into individual blogs.
Though blogging may seem intimidating at first, the benefits are well worth the effort. Taking a few minutes each week to create original content not only attracts website visitors, but also makes your brand easier for customers to find, trust, and share.