Gone are the days when blogging was just that exciting new thing you would do after coming home from school, writing about your day on your Live Msn blog and MySpace, sharing depressing Green Day songs and leaving cryptic clues about who you had a crush on (wait, was it just me?).
Blogs are now considered a trusted source of information, a career path and, most importantly, an effective marketing tool for businesses. Yep. A marketing tool on the rise, too.
What is the purpose of blogging for business?
As you might have read on my homepage, blogging helps you rank, reach and stand out. But how so? Well, instead of cramming it all on there, I thought I’d break down in a blog post all the ways in which blogging for business allows you to achieve those three main goals.
Ways in which having a blog helps your website’s SEO
It generates more indexed pages (and traffic)
Imagine you have written the best novel of your life (aka your website) and placed one copy in a massive library (Google). You obviously want people to find it, but there are trillions of other books in there (yeah, I know they wouldn’t fit in an actual library, but it’s my attempt at a metaphor, ok?).
What if, instead of just your main novel, you also wrote lots of smaller books (blog posts), all relevant to the genre of your masterpiece and all mentioning its location in their pages? It would definitely allow more people to find your book.
It’s the same with blogs. Each blog post is a new indexed page on search engines. Another chance to get noticed. That’s why websites with blogs get an average of 434% more indexed pages! (1)
It helps you rank higher for long tail search queries
I’m sure your website is already optimised for single keywords, but think of the way users type on Google. If someone were to search “How to reduce my plastic footprint” and you had a blog post that covers that topic, they’d find yourself on your website. And after reading it, they’d realise that you are a company that sells plastic-free products. ‘Interesting!’ You see where I’m getting at, right?
Blog posts come with ‘titles’ and ‘headings’, which means ‘strategically placed long tail keywords’. Imagine the amount you could cover by blogging regularly!
It can generate plenty of inbound links
Search engine crawlers LOVE websites with lots of inbound links. Their logic is: “so many websites are linking back to them, so they must have great content”. However, it can be tough to get people to spontaneously link back to the homepage or ‘about’ section of your website.
If you were to share useful or relatable content, though, your readers might very well link to it or use it as a reference. In fact, websites with blogs receive 97% more inbound links than normal websites (2). Not bad at all.
It gives you the opportunity to create internal links
While you still need plenty of inbound links, you shouldn’t forget about internal ones either. Search engine crawlers are obsessed with those too. They actually help them ‘crawl’ by creating more and more pathways. Also, internal links to other relevant blog posts, different sections of your websites or specific products can help you keep your readers (aka potential customers) on your website for longer and facilitate the conversion funnel.
Google rewards sites with fresh content
Another important aspect of SEO is freshness. Of course, your website hasn’t got an expiry day (unlike the yoghurt that I forgot about for two weeks until this morning), but if it’s been created two years ago and NEVER been updated… well, crawlers are not going to favour it (just like me with the yoghurt).
Periodically adding fresh content in the form of blog posts lets search engines know that your website is still updated and relevant.
Ways in which a blog can help you get noticed by more potential customers
It creates shareable content
On average, we spend 2 hours and 22 minutes PER DAY on social media (3). Wow. It’s only natural that you want to direct your marketing efforts towards those platforms. I’m sure you already have a badass social media presence, but not all the users who would probably be interested in your products are actually following you.
If you create shareable content (aka compelling and useful blog posts), many people will want to share them on their social media. And their followers might do the same. And so on. And so on.
You are basically reaching more people on social media without the added cost of paid ads! Nice one.
It improves your conversion rate
Remember when I said that search engine crawlers love fresh content? Well, so do humans (we are not that different after all). A website with a blog that’s been updated two weeks ago looks more active and appealing than one that, much like Firefly, has been abandoned abruptly years ago.
Updating your blog regularly shows your potential customers that you are actively putting effort into maintaining your website and creating fresh content for them. They are going to be much more likely to purchase from you.
It helps generate leads
A blog post is also a chance to spark interest in your readers and generate new leads. Add a call to action, an email opt in, a form submission and so on. The more you blog, the more leads you’ll generate, and these leads will... lead (duh?) to more sales!
Ways in which having a blog sets you apart from the competition
It positions you as an expert in your field
Let’s say a coffee shop is looking for a new coffee supplier and finds two roasters that offer very similar products, but one has been posting regular blogs about blends, caffeine and coffee-related topics. Which one do you think would inspire more authority?
And don’t forget that 70% of consumers learn about a brand through its blog posts rather than ads (4).
It supports your newsletter
Sometimes it’s hard to find new things to talk about in your newsletter and, even worse, to get people to actually click on the links that you provided. Blogging is, once again, a lifesaver! It provides you with fresh and useful content that you can link to in your newsletter.
It humanises your brand
Blogging helps you strengthen your relationship with customers. It shows them that your company is not just logos, branding and products: it’s made of people who are getting involved with local events, who are excited to share company news with their customers, and who are becoming more and more active within their industry.
Blogging allows you to tell your brand’s story, show (and reward) the employees behind your success, put a face to the names and make your brand feel human, relatable and likeable.
Woah. That’s like a… what’s the technical term? A PRETTY AWESOME bunch of benefits that you can get by blogging! It’s not a surprise that businesses that blog experience 126% higher lead growth (5).
What do you think? Are you already or are you going to be part of the blogging business squad?
Hood, E. (2013, August 7). The #1 Small Business Marketing Idea [Infographic]. Retrieved from http://blog.ignitespot.com/blog/small-business-marketing-idea
Jekishan, K. (2014, June 4). 10 Unbelievable Statistics To Sell Your Boss on Business Blogging. Retrieved from https://www.business2community.com/blogging/10-unbelievable-statistics-sell-boss-business-blogging-0903221
Salim, S. (2019, January 4). How much time do you spend on social media? Research says 142 minutes per day. Retrieved from https://www.digitalinformationworld.com/2019/01/how-much-time-do-people-spend-social-media-infographic.html
A Guide To Making Your Corporate Blog Relevant. Retrieved from (2019, January 19). https://www.quicksprout.com/corporate-blogging/
Blogging Businesses Experience 126% Higher Lead Growth. (2019, January 28). Retrieved from https://blog.hubspot.com/blog/tabid/6307/bid/5519/Blogging-Businesses-Experience-126-Higher-Lead-Growth-Than-Non-Blogging-Businesses.aspx?__hstc=181308536.dbf6dd422626b61c97c6f0f9559dc6d4.1562430918617.1562430918617.1562513823271.2&__hssc=181308536.1.1562513823271&__hsfp=462428578