We live in a digital world in which every company has (or should have) a website. If your business does not have a website we highly (in the lease self serving way possible) recommend you get one. There are valid reasons for this, but this blog topic for a different day. But - a website alone is not sufficient - you also need a blog. It is important to dismiss older preconceived notions that a blog is a place for amateur people to rant. While this is still sometimes the case, most reputable websites have a blog relevant to their target audience or industry. Why? Here are a few reasons:
It Will Increase Traffic To Your Site: Hubspot published a study on this in 2009, and while the data is a little old now - I suspect it is still relevant. According to their study: “The data was crystal clear: Companies that blog have far better marketing results. Specifically, the average company that blogs has:
- 55% more visitors
- 97% more inbound links
- 434% more indexed pages“
It increases your SEO (Search Engine Optimization) and should be a part of your overall SEO strategy. SEO is an evolving and ever changing process but if one principle holds true it is this - Content is King. The more you add fresh, relevant content to your site the better Google likes it. “Written posts, image-based articles, videos, all of it is needed for a solid SEO strategy. Your business blog once again provides the perfect platform to create exposure and rankings for your brand. Simply having a growing library of authoritative content will kickstart your SEO, but connecting with other blogs, building backlinks, guest posting, and other strategies around your blog will further support your efforts in organic search.” - Startupdigest.com
It gives you credibility in your industry: Having a well written blog with solid, industry specific content makes you seem like an authority. Blogs will make you dive into topics that are related to your industry, business or organization and as you do this you will be demonstrating your expertise in a real and tangible way. In fact, a well developed blog can be a source that people go to for information related to your field.
It can generate business: A blog can be a place that you can refer potential customers to get questions answered. Also, as potential clients or customers read relevant blog posts it could start a reader down a path that turns them into a lead. Customers are looking for solutions. Ideally, your blog will discuss some of these solutions, ones that are unique to your industry. By creating valuable content—and monitoring the comments section—a lead might get the nudge it needs to become a sales-qualified lead. –Nomad.com
It keeps you up to date on industry developments: When you blog, you are researching and looking at topics that are specific to your industry. In doing so you are also keeping up on the latest developments. As you are no doubt aware, keeping up on the latest is vital and blogging is a good way to do that.
It builds connections: As people read your blog and comment it gives opportunity to engage in conversation. They encourage interaction that you can capitalize on in a practical way.
It compliments your social media presence: Lots of business connections come (or can come) through social media. Your blog posts give you opportunity to engage with your social media platforms. It can start by just linking your blog post to your social media and lead to conversations (see previous point).
Guest Blogging: Guest blogging (submitting posts to other organization’s blogs) is a highly effective way of building your blog and online presence. The reason is that when you guest blog it builds links back to your own site (called back-links) that increase traffic to your site and further build your credibility. We could talk more about this, but I don’t want to “re-create the wheel” as it were. So rather than me going on about this, I will forward you to this very helpful post at Izideo.com. They not only explain the benefit of it, but in their post they give over 1500 places you can go to try this out! This is a really good source to look at to help you get started.
Blogging is (or can be) a vital way of developing your online presence, or even your business as a whole.