Should Your Company’s Website Have A Blog?
A blog is a cost-effective platform to promote product news, tips, company history, and human-interest stories. The benefits of a company blog are abundant and include increased website traffic, improved sales, and elevated interest in your products and services. Despite these benefits, however, many companies don’t blog.
First, some businesses avoid blogging because they figure they don’t have enough or compelling content. The good news is that businesses can repurpose press releases, social media posts, or newsletters into fascinating blog posts. Moreover, you can say tons of things about your products, services, brand, or niche.
Second, other business owners hesitate to blog because they don’t have writing skills. On the contrary, people who read your blog want solutions to their problems or tips to make a purchasing decision. You only need to break down your expert knowledge into short and clear posts.
Benefits of a Having a Company Blog
The benefits of offering consistent and valuable blog content to your readers include the following.
1. Establish Your Authority
Businesses with high-traffic blogs understand that consumers crave valuable content. Indeed, blatant promotions in the form of pop-ups and banner ads irritate modern consumers. Instead, give readers credible insight that makes them more likely to purchase your offerings.
Being an authority expert in your industry tells readers that you are trustworthy and that your products align with their needs. Thus, furnish your business blog with a wealth of information that includes the latest developments in the industry.
Also, blog about case studies about how previous customers used your products and services to solve problems. Cover topics in-depth as long posts help your content rank high in searches. Additionally, add personal experiences to build a bond with readers.
2. Attract New Clients
When a modern consumer wants to make a purchase, they crawl their internet searching for reviews and articles. Currently, consumers are more informed than before, and they are always in pursuit of additional information. A blog for your company websites lets you attract part of this internet traffic.
The more publishing you do, the higher search engines rank your blog. Consequently, you get more new visitors and increased opportunities to convert leads into sales. Once a visitor lands on your business blog and finds relevant content, they keep coming back and are more receptive to calls to action. Moreover, guests leave comments on the blog and share your posts on other platforms.
Sprinkle links to the main website or product/service pages on blog posts to drive website traffic.
3. Boost Your SEO
Anything you do on your business website affects your search rankings. For instance, Google may penalize a website that isn’t mobile-friendly or one with duplicate content. Adding a company blog can boost your SEO score, enhance your content marketing strategy, and attract a new audience.
Search engines love rich content, and blogs offer endless opportunities to use well-researched keywords to appeal to a target audience. Further, you can include backlinks, photos, and other content. The longer your visitors stay captivated by the engaging content on your blog pages, the higher search engines rank your blog.
Blogs also give search engines more material for indexing. Typically, search engines index your web pages into categories based on relevancy. So, blog pages with strategic keywords boost the rankings of your website. While a business blog will not boost your SEO overnight, it’s among the long-term tactics that set you up for internet success.
4. Increase Engagement
Every business desires more engagement with customers. Thankfully, a blog for your company website is a great resource to deepen customer relationships. The best bloggers share their passion for topics that matter to their audience. For example, a company that sells outdoor backpacks can highlight the local area’s best trails or camping sites.
Tutorials, company news, and customer stories are some of the most engaging blog content. For a small business owner, real images of you and your employees or behind-the-scenes snippets can engage readers on a more personal level.
When creating blog content, place yourself in the reader’s shoes and explore the topics that excite them the most. Then, invite visitors to become email subscribers for further engagement.
5. Feed Social Media Channels
Truthfully, not many businesses can churn content for their website and social media channels every week. Indeed, you’ll end up burned out if you spend a lot of time creating content for each platform. The good news is that your blog content can feed your social media posts.
For example, you can break down a long post into an Instagram carousel ad, Facebook caption, or an exciting tweet for Twitter. Furthermore, blog posts can also establish your authority on Reddit and Quora or inspire short videos for YouTube.
6. Collect Analytics
All the traffic and leads you generate on your business blog can help you understand your audience better. Fortunately, most blogging platforms have built-in analytics, such as the Google Analytics plugin for WordPress.
The metrics can show how you compare to competitors and highlight the offerings that interest your audience the most. Moreover, analytics paint a clearer picture of your audience, such as where they live, how long they stay on your business blog, and where they come from before landing on your blog.
A blog for your company website is an excellent medium to enhance customer engagement. Keep in mind that the key to a successful blog is plenty of valuable and relatable information that attracts high traffic.