Content marketing is one of the world’s fastest-growing promotional trends. Increased audience cynicism towards traditional advertising has forced companies to look for better ways to engage their potential customers. Simply shouting at them through advertising is no longer a feasible stand-alone strategy.
Publishing content that answers questions, solves problems and adds value to your audience (rather than simply promoting your brand) has emerged as one of the most effective ways to do just that.
Blogging tends to be the backbone of content marketing. It’s an easy (and often free) way to publish content, increase your search rankings, and position your company as an industry expert.
Here are 5 reasons why blogging can be a powerful business tool:
1) Boost Your Google Rankings
Well crafted blog posts can have a significant impact your website’s search engine results. Google’s algorithms favour websites that produce regular, fresh content. A blog is the ideal way to achieve that, creating more indexable pages and links to your website — signals to Google that you’re a reputable and trustworthy operator. Accordingly, regular bloggers are rewarded with higher Google rankings.
2) Drive Traffic to Your Website
Businesses that build a regular blog enjoy a significant increase in relevant web visitors compared to those with a more static website. According to HubSpot, B2B companies that blog 11+ times per month receive almost 3x more traffic to their websites. Meanwhile, B2C companies that post 11+ times per month get 4x as many leads when compared to companies that blog less than 4 times per month. Blogging has become an essential tool in driving web traffic and generating leads.
3) Create a Steady Stream of Content
Social media platforms are hungry beasts, demanding regular and interesting content to keep followers engaged.
But where do you get all that quality content? Your blog is a wonderful source. A single blog article can generate multiple social media posts. You can concentrate on individual elements of your blog article and use them across Twitter, Facebook, Instagram and LinkedIn, or you can add visuals that your audience might find particularly interesting. In that sense, your blog can be the engine that keeps your social media marketing machine running.
4) Establish Thought Leadership
Small business owners tend to find themselves in a common bind: how can you make your brand and business stand out from its competitors? Why should your audience choose you over larger, well-established brands?
Thought leadership is one way to stand out from the crowd. Through your blog, you can share your own thoughts on news and trends in your industry. You can offer tips, and answer the common questions of your audience. As a result, you begin to establish yourself as a trusted source for potential customers, who will increasingly begin to see you as an expert in your industry.
5) Attract and Convert Leads
Finally, don’t underestimate the power of your business blog to attract and convert new customers. Ideally, your website should serve not just as an online billboard, but as a tool to turn visitors into leads, and convert those leads into paying customers. To attract leads, your blog articles can direct people to a larger piece of long-form content (like an eBook, Webinar or other free resource). At this point, the reader exchanges their contact information for that piece of useful long-form content.
Before you can say ‘qualified lead’, you have a new contact that you can add to your sales and marketing pipeline — someone you know is interested in your products and services.
At the same time, your blog can also keep you fresh in the minds of your existing leads, giving you a natural call to action for your nurturing emails.
Blogging has become increasingly essential for companies looking to increase their online profile, engage their audience, and grow their business. In fact, the majority of both B2B and B2C marketers now view it as their most critical digital marketing tactic for achieving success.
Supercharge your business blog
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