Content development is an art. It’s a lot more than starting with a topic, writing down some words and publishing them.
While traditional marketing only focuses on how to sell their products, modern marketing focuses on their customers and how to add more value to them. And that’s why blog has come a long way since its first appearance in the late 1990’s. Researchers showed that businesses that blog average 55% more website visitors than those that don’t.
So, what is blogging?
Your blog is a place to regularly publish and promote new content related to your business, and give your customers valuable pieces of content.
When people started blogging they mostly wrote personal accounts sharing their thoughts, their feelings, opinions or experiences. And while people still do this today, blogging has involved into a much more valuable content medium.
Today, blogging is an effective way to regularly publish and promote new content related to your business and industry. Regardless if you’re small business or multinational business, blogging is an integral way to your online content marketing strategy.
What you’ll be reading here is the fundamentals of business blogging
1. Drive traffic to your website
Your blog gives you the opportunity to create relevant content for your customers. Strategically, you can use it as a marketing tactic to drive traffic back to your website.
So how can you drive any traffic?
First, think about a stranger searching for information online. They have questions or problems that they are looking to solve. If your blog posts provide the right solutions, they will find your posts, then automatically, they will turn into your visitors.
But it doesn’t stop there. In addition, every time your visitors found their problems in your posts and their solutions, they’ll tend to share it with their friends, on their social media. If you know how to use the strength of social media platforms, blogging is an effective way to get more traffic via a social network of your customers.
A unique and new blog also gives you a chance of ranking in search engines, then post inbound links directly to your blog articles, to drive traffic to specific landing pages of your website. And all of this results in new traffic to your site.
2. Convert traffic into leads
Once people visit your site, you’ve opened the door to them. Think about it - if they’re interested in your content, they will be likely interested in your offers and they will be converted into leads.
Promoting offers via your blog is a strategy for growing your business. Your blog is a trustworthy source of information if your content brings to your visitors what they want and need, then they will start to look you as a reliable source.
3. Increase your SEO/SERP
One of the most recently recognized benefits of blogging as a business is an ability to improve your website SEO. Blogging is now a vital component to SEO and keeping social media communities up to date. There are certain structural issues that must be addressed in order to bring search visibility to your blog. If you are blogging for SEO already, make sure you are doing things correctly and have a solid keyword based editorial calendar.
Then, of course, there are some activities that help to boost your SEO rankings. These can only help you if you know how to use them:
Backlinking: Some of the techniques used for SEO when blogging raise eyebrows, and backlinking is no exception. Work with reputable, quality sites that fit your blog’s niche. When links to your blog appear on sites that have nothing to do with your company, you’ll get another ding from Google. Finally, use the same basic rules for any blogs you link to on your site.
Guest Blogging: you can also benefit greatly from guest blog. As with the backlinking, guest blogs can be tremendously beneficial to the SEO of your website. If you work with reputable writers who are indeed experts in their industry, their popularity can only help you.
Unique Content: Search engine loves fresh and unique content. That’s why you need to sharpen your blog, and keep a steady blog filled with new information due to your content framework. By blogging, you build your brand as an expert in your industry and provide your content for Google to index.
And there are a lot of activities and tactics that help you rank higher in the results such as images, videos, popularity, social media, etc. All of them result in the higher position on the search engines.
Therefore, if a blog is well-managed, meaning regularly updated and based on relevant topics to your business, it will increase your website’s SEO.
4. Position your brand and establish authority
By blogging, you are building trust, too. The more you can show that you are well-versed in your field, the more likely your consumer will trust you to supply what they need. By posting topics which resonate with your market and show your knowledge, you are marketing your skills for your business, service or product too.
Additionally, by blogging you will develop better customer relationship. It not only helps you show your skills or profession, consumers like to be informed, and appreciate that you are the one teaching them. If you're consistently creating content that's helpful for your target customer, it'll help establish you as an authority in their eyes. This is a particularly handy tool for Sales and Service professionals.
5. It drives long-term results
Let's say you sit down for an hour and write and publish a blog post today. Let's say that blog post gets you 100 views and 10 leads. You get another 50 views and 5 leads tomorrow as a few more people find it on social media and some of your subscribers get caught up on their email and RSS. But after a couple days, most of the fanfare from that post dies down and you've netted 150 views and 15 leads.
It's not done.
That blog post is now ranking in search engines. That means for days, weeks, months, and years to come, you can continue to get traffic and leads from that blog post.
In fact, about 70% of the traffic each month on this very blog comes from posts that weren't published in the current month. They come from old posts. Same goes for the leads generated in a current month -- about 90% of the leads we generate every month come from blog posts that were published in previous months. Sometimes years ago.
This demonstrates the scalability of business blogging. While you might not see immediate results, over time, you'll be able to count on a predictable amount of traffic and leads for your business without any additional resource investment -- the work to generate that traffic and those leads are already done.
If you're looking to start a business blog or get more investment for the one you've already started, the reasons above are a great place to start arguing your case.
From a practical standpoint, blogging just makes sense. With minimal effort and expense, you can build credibility, boost search engine rankings, increase website traffic, and foster relationships with potential and current customers. This is an opportunity no small business should pass up.
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