What Is Blogging And Why Is It Important For Business?
Blogging is a form of content marketing, which uses various forms of content (video, infographics, photos, etc.) to attract customers to your website. It’s an effective form of marketing as it simultaneously introduces people to your business and demonstrates that you’re the perfect solution to their various problems. At the same time it's an opportunity to educate your customer and provide useful information that can guide them through the buyer's journey.
The Business Benefits Of Blogging For Business
There are many reasons to start a blog, from creating online personal diary to developing a following by building a community, but in business, the purpose of blogging provides several benefits:
- Raising your brand’s visibility
- Building an audience of people who know, like and trust you
- Generating traffic and leads to increase your profit
Build The Know, Like And Trust Factor
Blogging affords you the unique opportunity to connect with your potential customers in a unique way. The creation of valuable content on topics they love, that directly relate to the products and services you offer, does two key things for your business:
- Attracts a ‘tribe’ of people to you who will naturally love and want what you have to offer.
- Demonstrates to those people that you are both likable and trustworthy by allowing them to get to know you in a very genuine manner.
You can further this even more by asking your readers questions in your content, encouraging them to comment on your blog posts and/or get in touch with you via social media. When they do, you can respond to them personally, answering their questions, providing valuable insight and suggestions, and putting to rest any fears they may have about investing in your offerings.
Your blog becomes the friendly, accessible voice of your brand, a valued friend your audience is pleased to hear from and eager to spend more time with.
Boost Your Visibility And Transparency
Going hand in hand with building the Know, LIke & Trust factor, blogging is an excellent way of boosting the visibility of your business. The more content you have on your website, the more easily your site will be found. It’s that simple.
Content marketing also gives you the opportunity to provide an honest account of your business, giving a peek behind the curtain at the person or people running it. It’s a chance to demonstrate you have reliable corporate standards and a clear vision, as well as relatable personable qualities.
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Establish Your Position As An Expert
Your website is an effective platform for demonstrating that you really know your stuff. Use it to discuss key topics relating to your products and services. Provide valuable advice and information, tips, insight, methods, & inspiration, and you will soon be able to clearly demonstrate that your product or service is not only extremely valuable (and therefore worth your asking price) but also that your business is the logical place to buy it.
Boost Your SEO
Search engine algorithms love nothing more than fresh and frequent content. Blogging is the best way to ensure your site is populated with new and useful content. Consistent blogging allows search engines like to regularly index your website.
Provided you’ve used effective keywords in your blog posts, all that information will show the algorithms what kind of business you are running, and what your content is about. Quality content will not only ensure your posts and website are shown on search engine results pages (SERPs), it will also determine how high up you are on the page. The higher you rank, the more likely people will be shown your content when entering a search.
Drive Traffic, Leads And Conversions
All the benefits we have been discussing culminate in a single point: blogging drives traffic to your website, creates leads, and both generates and increases the conversion of website visitors into paying clients. The bottom line where blogging is concerned is that regular, consistent blogging will improve your bottom line!
The Science Bit
If all of this isn’t enough to convince you of the benefits of blogging for business, here’s a bit of science to demonstrate the point...
- 53% of online marketers state that their top priority when it comes to inbound marketing is the creation of blog content.
- 1 in every 10 posts is a compounding blog, which means that the longer they are online the more effective they become at generating organic search traffic. Not only this, compounding blog posts are responsible for 38% of total website traffic.
- There is a direct correlation between the frequency of blogging and the amount of traffic a website receives. Companies publishing sixteen posts or more per month received nearly three and a half times more traffic than those publishing up to four posts on a monthly basis.
The takeaway? Regular, quality, evergreen content will massively increase your traffic
Now that you’re sold on the benefits of blogging in business, it's time to get started! Make a list of the most common questions you receive from your customers or clients and turn each one of those into a blog post. Be sure to include additional media besides text - add a video, images, maybe an infographic, and include links to other relevant pages on your website.