When my team asked me to write a blog this week, I wasn’t sure what topic to write about. I wanted something that readers would find helpful and I wanted to take a break from backflow-specific content. And after spending a few days mulling it over, it hit me… What better blog topic than a blog about blogging?
I will start by answering the question you may be asking yourself right now, “Is blogging still relevant in today’s social media-focused world?” And the simple answer is “Yes!” In fact, blogging should be an integral part of your online marketing strategy.
Now if you’re reading this and saying to yourself, “Sure, maybe for small businesses. But not a company of my size,” then I ask you to please read on because I will definitely change your mind. Blogging is important for companies of all sizes that have the following goals:
• Driving traffic to your website
• Increasing your Search Engine Optimization (SEO)
• Building trust and credibility with your customers
• Becoming a recognized leader in your industry
Drive Traffic to Your Website
Blogging is an opportunity to create relevant content for your customers and prospective customers. And when it’s done right, you can use your blogs to drive traffic back to your website. Make sure to post links in your blog articles that bring readers to specific landing pages of your site. According to web magazine TechClient:
"37% of marketers believe blogs are the most important type of content marketing."
Your blog can and should be a major component of your advertising plan and can work better than traditional online advertising. Research shows that people are becoming more averse to internet banner ads, so a blog is another great way for people to find out more about your company.
"70% of consumers learn about a company through articles rather than ads."
When it comes to social media, you should already be on Facebook, Twitter, LinkedIn etc., so make sure to post links to your blog articles (with visuals) to give your followers a reason to click through to your website. In addition, without a blog to promote on social media, you are missing an opportunity to drive high quality engagement with your audience. Your blog should be the foundation for all of your social media platforms, and not the other way around.
"Interesting content is one of the top 3 reasons people follow brands on social media."
Increase Your Search Engine Optimization (SEO)
Plain and simple, blogs increase your SEO. The key to beating out your competitors in a search engine’s results pages is to write about fresh and relevant content. Make sure to use very specific keywords in your blog articles too. The easiest way to ensure you do it right is to first list out the keywords, topics, and categories you want your business to be found with. Then, make sure to use them, as well as related expressions, in your blog.
"Small businesses with blogs generate 126% more leads."
Build Trust and Credibility With Your Customers
Did you know that blogs are the fifth most trusted source for accurate online information? Since you’re halfway through this article, I’m guessing the answer is no. Blogs show the human side of your company and allows your readers to get to know your ‘business personality,’ which can be directly correlated to your brand likeability. In addition, your audience can use your blog to find their voice, and express issues or concerns.
So make sure to respond and interact with your readers. If they have questions about the topic you are writing about, respond to them directly in the blog. Website comments last longer than Facebook posts or Tweets, and it allows other customers to see your interactions. And, of course, because the blog is a part of your website, readers are driven to it and can get to know your product or service through their own curiosity.
"81% of US consumers trust advice and information from blogs."
Become Recognized as a Leader in Your Industry
Well written, informative blog articles can help establish your company as a leader in your industry. Posting topics that resonate with your customer base demonstrate your in-depth knowledge and market your expertise as a company. Becoming a source of information is another great way to build trust. In the end, customers want to stay informed and they will remember the company who informed them.
"60% of consumers feel a company's positivity after reading the site."
"82% of consumers enjoy reading relevant content from brands."
*Stats provided by http://www.techclient.com/blogging-statistics/