Benefits of Blogging for Business
July 3rd, 2019
What purpose do blogs really serve?
This is a question many people can relate to. Ever since the late 90’s, blogs have been steadily sprouting up all over the internet like a pesky plant growing in your garden. You’re not really sure what it is, let alone what it can do for you.
Initially, blogs were used by amateurs as springboards for expression, hence the immediate connotation of blogs to angsty teenagers venting about the harrows of high school. However, as blogging began to gain more traction and popularity, the benefits of such a large incoming flow of web traffic have become apparent. Now, blogs have become a vital part of content marketing strategies for businesses of all sizes.
I’m sure we can all agree bringing more traffic to your website is a good thing, right? So the million dollar question is, how do you actually increase traffic to your site? The answer is quite simple. Host a blog on your website, there’s marketing value there, I promise.
Curating relatable blog content that strikes a chord with your audience’s interests and needs has the potential to transform your brand into a source of information for a whole community of potential customers.
Planting Seeds: Organically Nurture SEO
Just as a garden doesn’t immediately burst into a beautiful flourish of life and color right after the seeds were planted, building a blog into a flourishing hub for commerce and resources doesn’t happen after the very first post. However, with time, a little water and the right soil, your garden will slowly start to grow. To help their plants grow faster and yield more bountiful, lively crops, gardeners and farmers use a little trick called fertilizer. Well, the ‘fertilizer’ in this analogy is SEO!
So, what exactly is SEO you ask? For starters, search engine optimization, aka SEO, is a method and practice used to increase the number of visitors to a website. This is achieved by obtaining a high-ranking placement on search engine results pages, aka SERP. When we say search engine, think websites like Google, Bing, Yahoo, etc.
There are currently 47 billion web pages indexed on Google, which creates a little bit of a challenge to stand out in a crowd, putting it lightly. It may seem like it, but it’s not impossible to achieve. Really. One strategy for tackling this large, intimidating feat is keyword targeting. Keyword targeting is the practice of curating content that consistently utilizes vocabulary your target audience is more likely to type into a search bar when searching for the services or goods similar to what your company offers. Here is a brief SEO checklist to walk through each time before publishing your blog post.
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It’s also helpful to know the difference between long tail and short tail keywords.
Short tail keywords are also described as broad keywords. Generally used to reach large groups of people, these keywords are saturated with content, making it harder to rank high in SERP.
Ex: “green apples”
It is much easier to rank for long tail keywords. Although these keywords are used less in search engines, the visitors that find your website through long tail keywords are more likely to buy your service or product. The longer and more specific the search terms are, the higher the chance of gaining a website visitor.
Ex: “Granny Smith’s famous green apples”
Think Long Term: Build Brand Trust & Show Authenticity
Aim to become a thought leader in your industry and always provide your audience with useful information. Creating content your audience values is the best thing you can do to build trust! Visitors who value your content will reference and share it with others, exposing your company to potential customers and increasing traffic on your site. This also creates backlinks, which helps SEO tremendously.
A backlink is similar to a citation. You know, the kind you use in your English paper so you don’t get marked down for plagiarising? The number of backlinks a website has and the sources they originate from are among the most important factors that Google’s PageRank algorithm evaluates in order to estimate the page worth.
Quality Over Quantity: Engaging Blog Content Concepts
When people visit your blog, make it worth their while!
Your goal should be to produce engaging content that captures your audience’s interest and keeps them coming back for more. Not only is it important to curate relevant, enthralling content for your audience, it is also important to diversify the style of content you’re producing. Keep your blog fresh! We all know too much of the same thing is never a good thing.
Example Of Blog post tactics:
- Publish long list posts that generate more backlinks
- Create how to’s / DIY to educate & empower the audience
- Develop a recurring, yet fresh, series that an audience can latch onto
- Design eye-catching and informative infographics (use downloadable PDF to capture emails)
- Video Post (Wistia allows you to add call-to-actions to videos)
Multimedia posts give you an opportunity to engage visitors with other methods than just copy.
Video Content is gold! Companies operating in industries where few brands utilize video or motion graphics to market to customers have an enormous and unique opportunity to separate themselves from competitors that are slow to adapt. The benefits of online video are becoming more and more apparent.
- Visitors stay on websites that use video 78% longer than websites that had no video.
- 82.6% of consumers are more likely to buy from a company whose site had web video.
- 73.4% of consumers said that seeing video on a company’s website increased their comfort level
Qualifying: Convert Inbound Traffic Into Leads
So you’ve got people to visit your blog. Now what?
There should be a clear path intended for your visitors to follow with actionable steps along the way.
Hosting a blog on your site will increase the number of pages that it contains. A larger site means more opportunity for engagement and conversion, but it can also create more confusion. Creating unique content with clear, easy to navigate design is the perfect way for visitors to subscribe to your blog, download your newest ebook, schedule a demo, etc.
Optimizing your blog as a method for lead generation is essential to any inbound marketing strategy.
B2B marketers that use blogs receive 67% more leads than those that do not.
Using call-to-actions and opt-in forms is a great way to convert blog traffic into qualified leads. A blog can take a stranger to your company, turn them into visitors, qualify them as leads, and ideally, close a deal. Blogs are becoming a vital part of customer retention.
Native Advertisements: A Benefit of Blogging
Native advertising is the newest form of advertising that has emerged in the wake of the annoying pop-ups and side jamming advertisements of the past. This type of ad appears to be natural in the interface it occupies, like a fake flower hidden in the middle of a garden. It appears similar enough to blend in when briefly looked over and doesn’t interrupt the viewer’s experience when using whatever interface they have open.
Want a deeper explanation of native advertisements? Check out Native Advertising—Is It the Real Deal, or Not?
So why do you need to know about native advertisements and what do they have to do with blogging? Native advertisements are a necessity for new businesses to attract customers and existing companies that struggle to diversify in a competitive crowd. The benefit of hosting a blog on your company’s site is the ability to use that blog in order to advertise your company’s services in a very discreet, undisruptive way. For example, say you advertise your blog article on Facebook, and an interested customer clicks on the link to check out the topic being explored. Not only are they now on your company’s site, but they are also being exposed to potential product placement throughout the blog post. Native advertisements give your company the opportunity to offer the potential client more value and interest before jumping in and offering them different services. It is a great advantage against competitors, as it allows your company to reach clients in more places, and more discreetly than other ads can.
For more tips on blogging, Hubspot does an excellent job breaking down inbound methodology.
Don’t Bite Off More Than You Can Chew
From the start, determine who will create the content and develop a content calendar. If the blog exceeds the capacity of your in-house marketing department, it is best to seek outside creative agencies to aid with content creation and management. One of our brand storytellers would love the opportunity to help you design a blog strategy and produce engaging multimedia content.
Please contact us to set up a free consultation.
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