Does Blogging Still Work?

In the age of AI, business owners often believe blogging is a waste of time and money. Regardless of this perception, the facts about blogging for business reveal quite the opposite.

Business blogs offer the flexibility to elaborate and provide detailed information about your products and services. A blog enables you to reach your target audience through organic search rather than relying on the ever-changing algorithms of social media platforms. In addition, successful blogs provide a more personal connection between the target audience and business owners. Learn why blogging should be part of your content marketing strategy.

What Is a Blog?

A blog is a section of your website with content used for personal use or to fulfill a business need.

A blog post is an individual article focusing on helpful information for your buyer persona. It is an integral part of website visibility. Every blog post provides another opportunity to break down the details of individual topics and offers significant value to your website visitors. Not only do blog posts give visitors a way to learn about topics they’re interested in, but they also provide an opportunity to engage with your company.

Is Blogging Still Relevant?

Blog posts that use search engine optimization (SEO) best practices are often seen in search engine results pages (SERPs), which can help improve organic reach and draw more people to your site.

  • 23% of the time, blogs appear in the top 5 positions of Google Search (source)
  • 77% of people on the internet read blog posts. (source)
  • 44% of buyers say they typically consume three to five pieces of content before engaging with a vendor (Demand Gen Report).
  • Companies with blogs produce an average of 67% more monthly leads than companies that don’t. (source)

The Benefits of Blogging for Business

A blog allows a company to communicate and interact with its customers on a regular basis, stay updated on industry developments, improve visibility on the Internet, and cultivate a following of loyal consumers.

Beyond explaining products, services, or other information related to the business that helps build relationships and educates customers, blogging gives businesses another platform to showcase creativity and innovation. If you’re wondering if you should start a blog, consider these benefits of blogging.

Watch this video to learn the benefits of blogging for your business. Although the video is from 2021, the advice and recommendations are still relevant today.

Blogging Improves Opportunities to Build Your Brand

What does your company do really well? What sets you apart from your competition? Do you uniquely define an industry term? Every one of these questions makes an excellent blog topic that tells your ideal reader about your amazing brand.

Does your sales team answer the same questions about a particular product? Create an FAQ blog post and include the link in your sales email marketing funnel. When you answer your potential customer’s questions, you show them you care, and that’s a great addition to any brand reputation!

Blogs Help Drive Traffic to Your Website

Several ways to drive traffic to your website include employing search engine optimization (SEO) tactics, creating digital advertising campaigns, and utilizing social media networks like Facebook, Instagram, and Twitter.

A tried-and-true method for driving website traffic is through content marketing. Your website home, product, and contact pages will only rank for a few terms. Creating high-quality, targeted content that speaks directly to your target audience will help you earn additional keywords your target audience is searching for.

For example, your home page may rank for “SEO company”; however, it’s unlikely to hold a high search position for “what is SEO”; however, that keyword garners an average of 23,000 monthly searches. Your target audience may not realize they need an SEO company until they clearly understand what SEO is. You reach a whole new audience when you write a profitable blog post that answers a specific question.

Additionally, shareable content lends itself well to growth as readers may see an interesting article published by you and then choose to share it on their networks, such as a social media page.

Helps Convert Traffic Into Leads

As I’ve noted, business websites with blogs gather more monthly leads than those without. Website traffic is a key opportunity for converting leads to customers. You guide your visitors through their buyer’s journey by adding a call-to-action on each blog post that links to another page with downloadable resources or products.

Offering visitors something of value in exchange for their contact information will give them an incentive to convert into leads. Lead generation works in a straightforward manner – the visitor visits the website and follows the call-to-action from the blog post to receive whatever they were promised in exchange for permission to contact them in the future. This valuable contact information results in a reliable source of new leads.

Drives Long-Term Results

Once you’ve built enough trust with a potential client that they give you their email address or contact information, blogging continues to add value as you consistently send helpful information that explains why your products and services solve the pain points of your target audience.

Leverage your email list by announcing new value-added solutions and educating your audience about your company. As you build loyalty, your customers will share your content with friends and family. You’ll also remain top of mind, inviting clients to become repeat customers.

Blogging Helps With Link Building

Link building is a search engine optimization technique that can improve your search engine ranking. Links play a significant role in search engine algorithms to assess the relevance of a page. When you earn organic links from several sources, the backlinks to a website suggest you’ve published valuable content.

Because it’s unlikely that a company will promote a competitor’s products or service pages, blog writing offers a way to collaborate with other businesses in your niche.

You Can Repurpose Blog Content for Social Media

Businesses must have a social media presence, but determining what to publish can be challenging. Fill your feed with helpful blog content that answers common questions, and you’ll connect with a community of people looking for your company.

Key Considerations for Starting a Blog

Every business has a different rhythm for publishing content. Local businesses often benefit from writing about niche topics and publishing every few months, whereas a highly competitive industry that offers digital products will publish more frequently.

While it’s tempting to lean into the “if a little is good, and a lot is great” philosophy regarding blogging, more is not always better. The best way to create a cohesive content strategy is by considering the answer to why, who, what, and how.

Your Purpose

Your purpose is your “why.” Are you blogging to answer pain points? Do you have new products to promote? Are you adding new employees? “Why” is a great place to start when choosing what content to publish.

Your Audience

Your audience is your “who.” You need to publish relevant content that solves problems. This is much easier when you write to your customers rather than attempting to reach the entire internet.

Your Niche

Your niche is your “what.” In most cases, publishing blog posts about your family won’t help your business. You also aren’t likely to build audience trust by writing about services you don’t offer. Helpful content remains relevant to your blog niche and earns keywords that inform your customers about ways you will help them.

Your Voice

Your voice is your “how.” Tone of voice shows your company’s personality. If you’re in a volatile industry, you’ll attract the best clients by presenting a voice of calm in a challenging season. As you respond with thoughtful insights to industry-relevant news, you will show your clients you are a trusted voice.

Ready to Start Your Blog?

Is it time to expand your content marketing strategy and publish high-quality content? Whether you need help developing a content calendar or creating a full content strategy, our team is ready to help! Download The Ultimate Guide to Content Marketing For Business Growth to learn more.

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Editor’s Note: This article was originally published in March 2021 and has been updated with fresh content.

Ryan is passionate about helping companies make a more personal connection online with their customers and prospects. He is a regular contributor to Search Engine Land, the largest and most popular SEO news site on the web. His works have also been featured on the HubSpot Blog, Business2Community and by LinkedIn Marketing Solutions.

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