15 years ago, blogging for business and marketing wasn’t a big deal. Today, there are over 160 million blog on the internet.
Yet, it still baffles me when business and organisations don’t take advantage of this platform to show their expertise. Having a blog is the single most important thing a business, cause, or person can do to advance online. Even though ‘blogging’ has hit it big, most people don’t get what makes blogging so powerful, helpful, and beneficial.
To put an end to that, I’ve compiled a list of the benefits of having a blog below. If you’re among the uninitiated, prepare to be enlightened. If you’ve already started a blog of your own, then you can consider this an affirmation of why you do what you.
This post is to correct the misconception of people who still thinks that a blog is a pointless public diary.
The more you blog, the more the likelihood of people coming in contact with your website. So, how can you drive any traffic? Here’s how it works.
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.
We’ll get into more of the benefits of blogging on your SEO a bit later, but it’s also one more cue to Google and other search engines that your website is active and they should be checking in frequently to see what new content to surface.
Blogging also helps you get discovered via social media. Every time you write a blog post, you’re creating content that people can share on social networks — Twitter, LinkedIn, Facebook, Pinterest — which helps expose your business to a new audience that may not know you yet.
Blog content also helps keep your social media presence going — instead of asking your social media manager to come up with 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. Quite a symbiotic relationship, if I do say so myself.
So, the first benefit of blogging? It helps drive new traffic to your website and works closely with search engines and social media to do that.
With a blog, you are continually adding fresh content to your website, and Google loves websites that are constantly being updated. Using the right keywords properly within your blog posts can also help your site rank highly for those keywords in the search engines. Blogs can serve as “link bait,” too, drawing highly-desired inbound links that will further improve search engine rankings.
The benefits of small business blogging far outweigh the drawbacks, so it’s worth the effort to add a blog to your website. It’ll help build your company’s online presence, and will more than likely bring in more sales down the line.
Once you’re established as an expert, you become an industry resource for others, including the media. You’ll be seen as a viable source of information, not just about your company, but your field as a whole, which can lead to coverage in a variety of media. Your blog will also be viewed as an archive of sorts, with information on industry issues, developments, and trends.
Blog marketing is extremely useful for gaining mainstream visibility for your products. Your product line may be the focal subject of your company blog – a place where you educate consumers or prospective customers on product features and use, or a place to debut new additions to your line.
Product advertising is of course not limited to company blogs. Blogs on every imaginable subject span the net. Paying high quality bloggers to speak about your products or review your company is another effective blog marketing technique. There are Blog networks like Loudlaunch.com or Sponsoredreviews.com where you can tap into a network of bloggers that work on a pay per post model. This can be a low cost and effective way to grow your product awareness.
Closely related to networking, Blog marketing benefits a company by keeping it visible. The next time a customer or collaborating company is in need of your product or services, your business will be foremost on their minds.
Part of the benefits of blogging visibility has to do with links. On-site blogs can link to other areas within your site, but off-site blogs can link directly back to it. As you build your blog presence, you may eventually swap links with other high-traffic blogs further adding to your traffic and search engine results.
There are other reasons businesses might want to blog, but I think they’re smaller and stray from the core benefits of blogging.
For instance, I love to use my blog to test out big campaigns on the cheap — before I invest a lot of money and time into their creation. I also love to use my blog to help understand my target audience better. These are all great side effects or uses of a business blog, but they’re secondary benefits to me.
If you’re looking to start a business blog or get more investment for one you’ve already started, the reasons above are a great place to start arguing your case.
Are you already well underway when it comes to business blogging? Just starting out? Share your thoughts on business blogging below and what you’re looking to get out of it.
PS: contact me if you need help growing your business and brand online