Today we’re living in the Content Marketing Boom with more and more businesses are starting up their own blogs. While running a blog adjacent to your company site might sound like an unnecessary to-do (especially if you’re a small business owner), it can actually be a very effective tool in your grand marketing strategy. The key lies in knowing what makes for a high-quality company blog.
To help you figure out how to create an awesome blog for your company, we’re going to look at a few of the companies that have already gotten it right. There are literally thousands of great corporate blogs out there.
Business blogging is as essential to marketing a business and if you haven’t adopted the practice yet, you may be at a serious disadvantage to your competitors.
Fortunately, it’s not too late to get started. In this article, I’ve put together everything you need to know to make up for lost time and start blogging for business right away. You may like How To Build A Real Successful Home-based Online Business.
Benefits of writing blog posts on your Brand website:
Increases search engine traffic
In terms of search engine rankings, I like to think of blogging as fishing. The more hooks you have in the water, the more likely you are to catch a fish. In the same way, as you add more content to your site, more pages from your domain become indexed in search engines. This improves organic search visibility and increases website traffic.
Every new page you publish is like dropping another hook in the water. With more opportunities for your target market to find your bait, the more bites you’ll get. The more blog posts you have, the more chances you have to rank for various keywords.
Think about how many pages there are on your website. Probably not a ton, right? And think about how often you update those pages. Probably not that often, right? (How often can you really update your About Us page, you know?)
Well, blogging helps solve both of those problems. Every time you write a blog post, it’s one more indexed page on your website, which means it’s one more opportunity for you to show up in search engines and drive traffic to your website in organic search.
Blog content also helps keep your social media presence going. Instead of asking your social media manager to come up with your brand new original content for social media (or creating that content yourself), your blog can serve as that repository of content. You’re strengthening your social reach with blog content and driving new website visitors to your blog via your social channels.
Helps to humanize your Brand
Carefully crafted website content (e.g., a homepage or about page) can’t hold a candle to a blog post when it comes to showing the personal side of your business. Blogging gives your business a way to touch on issues and concerns of interest to your prospects, while also sharing what you and your employees are passionate about. Your blog posts give you a unique opportunity to share your voice and personality, building up trust and increasing your brand likeability quotient.
It helps convert that traffic into leads for your brand
Now that you have traffic coming to your website through your blog, you have an opportunity to convert that traffic into leads.
Just like every blog post you write is another indexed page, each post is a new opportunity to generate new leads. The way this works is really simple: Just add a lead-generating call-to-action to every blog post.
Often, these calls-to-action lead to things like free eBooks, free whitepapers, free fact sheets, free webinars, and free trials. Basically, any content asset for which someone would be willing to exchange their information. To be super clear for anyone unfamiliar with how traffic-to-lead conversions work, it’s as simple as this:
- Visitor comes to website
- Visitor sees call-to-action for a free offer
- Visitor clicks call-to-action and gets to a landing page, which contains a form for them to fill in with their information
- Visitor fills out form, submits information, and receives the free offer.
Builds authority in your industry
A blog is one of the best ways to establish yourself or your brand as an expert in your field, as it gives you a platform for sharing important industry-related information and insights. As you build up authority in your niche, this breeds trust and familiarity, keeping you top-of-mind when your prospects are ready to buy, and increasing conversion rates.
Can you imagine the impact of sending an educational blog post you wrote to clear things up for a confused customer? Or how many more deals a salesperson could close if their leads discovered blog content written by their salesperson?
Establishing authority is a fluffy metric and certainly not as concrete as traffic and leads, but it’s pretty powerful stuff. And if you need to tie the impact of blogging to a less fluffy metric, consider measuring it the same way you measure sales enablement. Because at the end of the day, that’s what many of your blog posts are. Think about the sales enablement opportunities blogging presents:
If prospects find answers to their common questions via blog posts written by people at your company, they’re much more likely to come into the sales process trusting what you have to say because you’ve helped them in the past, even before they were interested in purchasing anything from you.
Prospects that have been reading your blog posts will typically enter the sales process more educated on your place in the market, your industry, and what you have to offer. That makes for a far more productive sales conversation than one held between two relative strangers.
Salespeople who encounter specific questions that require in-depth explanation or a documented answer can pull from an archive of blog posts. Not only do these blog posts help move the sales process along more swiftly than if a sales rep had to create the assets from scratch, but the salesperson is further positioned as a helpful resource to their prospect.
Blogging is a skill that will improve with practice. The best way to write better is to write every day.
Just as you would exercise any other muscle in the gym, you have to exercise your writing muscle to get stronger. You’ll also improve your blogging by getting more strategic as you master the best practices.