Why should my business have a blog? What’s the point? What are the benefits of blogging for business? It’s not as if your blog makes you money, closes deals, or makes sales, so why bother? If any of these questions ring true you’re in the right place. Because you’ve got the wrong end of the stick.
Blogging as a content marketing strategy has had trouble shaking off its association with digital nomad travel writers, photo-backpackers, bedroom stylists and beauty bloggers. Understandably so. It began as a medium for sharing personal thoughts, ideas, opinions, and experiences. Like a digital diary.
With monetisation, blogging quickly became more than a hobby. It moved from an alternative to, potentially, the main source of income for many bloggers. Thus, blogging has become a highly saturated market. But, of course, there are plenty of good reasons for this. And, more importantly, you can still make blogging work for your business, despite there being over 500 million blogs currently online.
Here’s our rundown of the top five benefits of blogging for business.
1. Business Blogging for SEO
Search Engine Optimisation (SEO) is a process of making your website more discoverable. It’s about making your site search engine friendly. To do this, you determine a list of keywords and phrases your target audience use in searches within your sector or industry. These are the terms you want your website to rank for. Ultimately, you want your website to feature on the first page of a search. This increases the likelihood of someone clicking a link to your site at the point when they’re most in need of your product or service.
To improve your chances of ranking well for specific search terms, it is essential to optimise pages across your site for those keywords. This tells the search engines that your website is a source of valuable information for anyone searching for those terms. The more interlinking pages you have offering content based on variations of those key terms, the better your chances of featuring on the first page of a search, and therefore, the greater the chances of being found by prospects.
“Websites with a blog tend to have 434% more indexed pages”
This is where blogging for business plays a vital role. A blog is an opportunity to create large quantities of keyword-optimised content that doesn’t seem out of place or forced. Thus, starting a blog for your business makes shrewd business sense.
A blog is a great way of signposting your business to prospects searching with intent.
2. The Business of Blogging for Social Media
Social media marketing should now be part and parcel of every brand’s overall marketing strategy. It’s a channel, like any other, that should be explored as a means of boosting brand awareness, fostering engagement with consumers, and devising highly targeted advertising campaigns.
A point often overlooked is that blogging for business can feed your social media which, in return, will drive visitors to your website. It’s a virtuous cycle. One hand washes the other and everybody wins. More specifically, your business wins.
“95.9% of bloggers promote their blog posts via social media”
Creating and curating regular social media content to keep your profiles active and your followers engaged is time-consuming. If you’re already blogging for business you have ready-made content to share across your social media channels.
Promoting and sharing your blog posts across your various social media profiles is an easy way to repurpose existing content, boost engagement across social media, and route people directly to your website, via your blog.
This brings us nicely to our next point.
3. Blogs Boost Website Traffic
When optimised, promoted, and shared correctly, blogs boost website traffic. To put it another way, the more content you create the greater your chance of being found, and the more likely you are to retain visitors to your site as they move from one piece of content to another.
“Companies that publish 16+ blog posts per month get nearly 3.5x more traffic than those that publish 0-4 monthly”
When blogging for business, it’s important to consider your internal links to other blog articles or relevant pages. For example, this link here will take you to our guide on how to start a blog. Internal links help to reduce bounce rate (see our guide for handy definitions to commonly used marketing terms). Ultimately, your blog should help you retain visitors to your site by providing them with a chain of content full of valuable insight.
In short, a company blog is a way of attracting interest.
4. Blogs Show What You Know
What better way to attract interest than by offering value? Just like every company website should have FAQs as a consumer help point, there should also be a blog offering further insight and deeper explanations.
In essence, blogging for business is about providing informative and educational material for your target audience to consume. Blogs are a means of showcasing your knowledge and understanding of your sector. More importantly, a blog is the ideal platform to show you understand your audience’s needs, providing a free source of information to help them understand your brand, your offering, and how your business solves whatever problems they may have.
“60% of consumers feel engaged/positive with a brand or company after reading custom content on their blog”
Many businesses use blogging as a way to build trust with their audience. Give them value and they’re more likely to return and recall your brand favourably when they’re ready to buy.
5. Blogging Adds Personality to Your Business
Finally, in our top five blogging for business benefits is tone of voice and personality. A blog is the ideal medium to inject a bit of character to your site and your brand’s tone of voice.
Because they are customer-facing, B2C companies tend to be better at adding personality to their marketing communications. However, it’s easy to forget that buyers, whether B2C or B2B, are still individuals. The end-user is still a human with interests and a personality. So there’s a very strong argument for humanising B2B content.
Use your blog to entertain as well as inform. Visualise the human reading it at the other end. Speak directly to them. Not the company they represent.
Some Final Stats About Blogging for Business
Still not convinced of the benefits of blogging for business? Here’s a final roundup of key stats that may just change your mind.
“57% of marketers say they’ve gained customers specifically through blogging”
“Small businesses that blog see 126% more lead growth than the businesses that don’t”
“70% of consumers stop to learn about a company through an article rather than ads”
If you need help getting your business blog off the ground or would like some advice and support with your blogging efforts, get in touch. We’re here to help.