Blogging requires planning, consistency and time. It's also an important cornerstone of your content marketing efforts.
Let me get this up front. Blogging about your business is time-consuming. It requires continuous effort and attention, to ensure that the content you produce is consistent, relevant and engaging. Furthermore, because there isn’t immediate response or remuneration involved, blogging could be considered a time-wasting, worthless activity, with no tangible reward.
Let me also get this upfront: The above assumption is false.
Yes, producing and posting blogs requires time and effort. Yet, blogs are an important cornerstone of any successful content marketing strategy. So, what follows, are five reasons why blogging is important for your business.
1) Blogs increase your website traffic
Here are some statistics for you.
Companies that publish 16 or more blogs per month have nearly 3.5 times more organic traffic than those publishing four blogs or less a month (HubSpot).
On average, companies with blogs produce 67% more leads per month than those without (DemandMetric).
The reason for the above can be traced to yet another statistic:
Blogging is responsible for 434% more indexed pages, and 97% more indexed inbound links (DemandMetric).
The increase in your website traffic following blog publication isn’t because your friends and family are suddenly taking an interest in what you do (though it’s great if they are). Rather, the traffic uptick is due to search engine rankings. These rankings determine your website’s position on a search engine results page, or SERP.
Putting this another way, consistent blogging helps classify your website as a legitimate tool that provides answers to your audience’s questions. This, in turn, gives your website a higher SERP spot, ultimately driving more people to your site.
Along those lines . . .
2) Blogs provide solutions to problems
The reason why a prospect or customer comes to your website is because of pain points. A better term for pain points is “problems that need to be solved.”
Your blogs should offer solutions, and can take forms that include case studies, “how-to” information or statistical infographics. The goal here is to create and deliver content that demonstrates how your business can help reduce your readers’ pain points.
For example, the Opportunity Zones Program is an economic development, tax-deferred investment incentive created by the Tax Cuts and Jobs Act of 2017. Because the program is under the auspices of the IRS and U.S. Department of the Treasury, it goes without saying that explanations are complex, consisting of various regulations, requirements, guidelines and deadlines.
The pain point here, in other words, is overly bureaucratic language, which can interfere with an investor’s understanding of the program.
One of my clients, which manages investment property wealth, asked me to write a series of Opportunity Zone blogs, with the goal of simplifying the language and reducing confusion. The blogs provided answers to many questions, such as “what, exactly, are Opportunity Zones?”, “why should I invest in one?” and “what are the deadlines I need to know about?”
The blogs allowed my client to provide well-thought-out answers to the pain points, providing enough information for readers to determine if Opportunity Zone investments were right for them.
These blogs also positioned my client as an Opportunity Zone expert, which brings me to the next topic . . .
3) Blogs show off your expertise, and position you as an industry leader
Blogs are a great way demonstrate your outstanding knowledge about a given topic.
For example, I’m highly knowledgeable about blogs, so I’m -- er -- writing a blog about it. In reading this blog, your response might be: “Boy, she sure knows a lot about blogs!” So, down the road, if you, the business owner, find you need someone who can help you write a blog, your first thought will be me.
Because you already know I’m a trusted source. You’ve read my blogs, you’ve learned something from them, and understand I have expertise in this area.
This blatent self promotion is to demonstrate how blogging can turn you into an authority. It allows you to showcase your company's expertise, and indicates you know what you are talking about.
4) Blogs supply your website with fresh content
Let’s say you’re visiting your family doctor for a checkup. While you’re sitting in the waiting room, you notice a pile of magazines.
You pick one up, and see that the cover is describing the marriage of Prince William of England to Kate Middleton. Startled, you glance at the magazine’s date, and realize it’s several years old.
Think about your reaction to that. And now, think about the reaction your audience will have when they come to your website, only to find content that is just as ancient and outdated as that years-old magazine. The key to getting people to come back to your website again, and again (and again) is to give them something fresh, engaging and relevant to come back to.
Additionally, Google and other search engines really, really like constantly-updated websites. Ongoing new content -- through blogs -- can place your website higher in the search rankings, and keep it there.
And, finally . . .
5) Blogs are essential for lead generation
Here is where I get to throw out more metrics.
Approximately 57% of marketers indicated they obtained customers specifically through blogging (OptinMaster).
60% of consumers indicated they feel more engaged with/more positive toward a brand or business after reading custom content on its blog (ContentPlus).
47% of B2B buyers read three to five blog posts or content pieces prior to talking with a salesperson (DemandGenReport).
People would rather read something that is informative, than to be hit with hard-hitting sales copy. Blogs fill the bill, as they present readable, interesting content. The more content you provide, the more your readers will return. The more they return, the more they will want to talk with you about your products and services.
Your readers already know you, because they’ve read about your expertise. Your blogs have positioned you as trustworthy, an expert that can help get rid of pain points. Thanks to your blogs, you’ve built a positive image of your company, which, in turn, will lead to a higher number of leads.
The above answers should clarify the benefits of blogging for marketing. Engaging blogs, published frequently and consistently, can go a long way toward helping improve your company’s viability and visibility. This, in turn, should boost website traffic and lead-generation capabilities.
Top photo by Patrick Fore on Unsplash
Don’t have the time or resources to research and produce blogs? The WordSorters can work with you on blogs and other content. For more information, log on to www.wordsorters.com, email firstname.lastname@example.org, or call 214.536.5457.