The Importance of Blogging for Companies: Clear Arguments
Description: A business blog is crucial for your online presence and product marketing. We’re covering the benefits of blogging in this article!
Photo by Tran Mau Tri Tam on Unsplash
Why Does an Online Business Need a Blog? Research Results
A blog? To talk about what? How is it going to benefit my company? How might a business use a blog?
Some entrepreneurs ask these questions in confusion, thinking that blogs are just places to unload personal thoughts. Plus, it seems like there’s not much to write about certain niches, right?
However, blogs don’t just take up space on your server. They show and prove your expertise and provide valuable knowledge to people interested in purchasing from you, partnering with you, etc.
Isn’t it great to visit a company's website and find all the questions about it already answered? Plus, you become more popular online thanks to well-written, optimized content. And that means more orders and loyal customers.
The Purpose of a Business Blog
A business blog can become an excellent marketing tactic that will improve your online presence, boost brand awareness, and help promote products and services through various channels.
Blog posts can bring you higher in search rankings if you optimize them for the right keywords. Every piece of content offers an opportunity to rank in TOP-10. That’s why even the most narrow-niche companies have blogs.
The benefits are plenty, and we’re here to cover all of them in detail and provide tips on achieving exceptional results with this tool.
There are over 4.9 billion people online, so even if your target audience is 0,001% of that 4.9 billion, it’s worth drawing attention to your website and products through a blog.
#1: A Business Blog Increases Organic Website Traffic
A basic aspect of increasing website visibility is getting more pages crawled, indexed, and then ranked. Every new page offers an opportunity for Google’s spiders to discover your source and reconsider its place in the SERPs (search engine results pages).
So, if you choose to post once a week, that's 1 chance in 7 days for your website to become more visible. And your site blog can have 2 or even more posts a week, depending on the initial goal of the approach.
According to HubSpot:
- If you want to boost brand awareness, aim for 1-2 new weekly pieces if your blog is small and 3-4 articles a week (including new and updated posts) if you own a large blog.
- If you want to boost organic traffic, aim for 3-4 new weekly posts (for small blogs) and 4-5 posts a week (including new and updated content) if your blog is rather large.
The real number depends on various factors, such as your branding, niche, staff availability, etc. Remember that you can always hire a professional copywriter or even a team to do the job for you.
However, if you’re doing everything yourself, consider making every post useful, well-structured, and optimized. Also, if your main goal is organic traffic, make sure you create your content based on user intent while properly using relevant keywords. But if you want more brand awareness, the main focus should be representing your brand values and bringing maximum usefulness to the readers.
Some pro tips to get the desired result:
- Research topics.
Go online, read what your competitors write about, how they do it, what they lack, what feedback they get, whether they use CTAs (calls to action), etc. Then, research the niche from the potential customer’s side. What questions don’t have an answer? What answers are out of date? What hot topics are there?
It's a great idea to search the topic you're thinking about writing on in Google Search and go straight to the People Also Ask. There, you’ll find out what the audience is curious about. Ranking in that section is another chance to boost organic traffic.
- Research keywords.
Optimizing content is crucial for the blog to work well for you, as well as creating it. For this, you need keywords with the right search volume: not too high, so you can rank more easily, yet not too low because you want to make sure people are using them. They should also match user intent.
You can hire an SEO specialist or use digital tools to receive more precise results. For example, SE Ranking offers a keyword search volume tool. By entering a keyword, you get its search volume, difficulty, CPC, and plenty of keyword ideas similar to the focus phrase. That should help you choose the most suitable match for your blog, PPC campaign, etc.
And if you don’t have any idea, try Google Search suggestions first. They will lead you to the general and long-tail KWs people have used lately.
61% of marketers consider SEO their top priority! So, it’s worth being serious about every step of blog optimization.
Blogging for companies isn’t only about writing. It’s about the proper competitor research, understanding user intent, and the correct keyword choice that will drive people to your pages. As many as 93% of online experiences start with search engines. It’s worth being on that SERP when a potential customer looks for an answer to a question in your niche.
#2: The Blog Increases Brand Awareness
We’ve already touched on the topic of brand awareness and using your site blog to boost it. However, this point deserves a separate section.
When talking about brand awareness, we don’t just mean that people will recognize you by the name of the company or special color match. We mean that they'll realize your values, ideology, content quality, and even writing style if you put in enough effort.
We think every reputable business wants to be known as trustworthy, useful, and valuable. And your blog can help you achieve just that.
Tips for you:
- Write about your values.
Keep the idea throughout your blog, add mentions and examples of ‘how it’s done’ in your company. Don’t be boring, and make sure you become recognizable for the key features in your branding strategy.
- Utilize SEO.
SEO is in close contact with brand awareness. You can optimize content for long-tail keywords that not only have adequate competitiveness to give you a chance but can position your brand the way you need.
- Repurpose content.
You can repurpose any article into a social media post or storytelling. This is crucial to save effort and promote your blog (and your website) on social media - one of the most recent powerful marketing channels. And this helps to keep your brand consistent.
Over 53% of the whole population is on social media. You can reach these people by simply repurposing your blog articles.
- Share important milestones and files.
Don’t shy away from your successes! Talk about them, upload your portfolio, and openly present it. Show your awards, work results, and achievements. Also, share the news with your readers, making them feel closer to the brand.
Remember that you’re talking to people in every post. You can build a respectful relationship with each visitor who can become a customer.
#3: It Helps You Get Backlinks
One of the greatest benefits of blogging is the ability to get backlinks without any manipulations. The most white-hat way to be referenced by other respected web sources is to create high-quality, shareable blog posts.
You need them to show search engines that your website is credible and to reach a wider audience.
Remember that quantity isn’t more important than quality (as it used to be years ago), so taking care of your backlink profile is important. But first, you need those inbound links.
- Offer more than text.
A properly structured and optimized text is good, but don’t forget about visuals. Video content, for example, is gaining popularity, and the tendency is only growing. Media is also highly shareable and linkable, which almost guarantees you backlinks.
Infographics are another type of content that generates a considerable amount of inbounds.
- Create a lot of useful content.
This is where a business blog becomes really handy. A simple title page and Contact Us page alone won’t get a lot of inbound links. But if you have an engaging blog with lots of relevant topics covered, other bloggers will mention you. This will allow for a higher ranking.
Plus, covering a wide array of keywords will provide more chances to appear in the SERPs.
#4: It Helps You Convert Visitors Into Customers
The purpose of all these efforts is to convert visitors into customers. A loyal audience can become a base of loyal clients that will order from you not only because of great deals but because they care about your brand and believe your strategies.
A blog is a great opportunity to create such a dynamic between your business and its potential and existing customers. After all, 56% of consumers say they stay loyal to businesses that resonate with them.
Here are some recommendations on how to achieve such results:
- Internal linking.
Don’t just write articles one by one. Instead, interlink them by leaving a couple of mentions of previous posts in the current post you write. You can either find suitable anchors or openly recommend that people read another post for further knowledge of a topic.
You can also link to conversion pages at the stage where your visitors are ready to turn to leads or even buyers!
- Break down major topics.
Consider writing some chapters on one topic. This is a great idea for interlinking and keeping readers engaged on the website.
- Use CTAs.
Use calls to action throughout the blog. Encourage people to buy from you, touch on their pain points, and offer solutions.
- Opt for native advertising.
It can be a series of posts on your blog or social media that will softly inspire readers to learn more about your product and possibly buy from you.
- Try PPC and social media advertising.
You can also try social media and PPC (pay-per-click) advertising. The former will show your ad to a target audience on social media. The latter means you have to pay for every click on your ad so that it can be shown in a search engine or a special network. Instead of the traditional advertisement model with a kind of "buy now" CTA and a link to your product page, you can promote a series of articles on your blog. This is also a much cheaper way of doing paid advertising.
Blog creation will transform your business journey. Well-written posts optimized for the right keywords will open up your company to more people interested in buying from you.
Strengthened with other marketing channels, a blog will become the face of your brand where you’ll share your ideology, philosophy, values and provide visitors with useful information!