Working as a content writer, I get a lot of questions from people. The most recurring of which is; why is blogging important?
It’s a very simple question that can be answered in many ways.
Blogging offers you the opportunity to build relationships with your customers and potential prospects and adds personality to your brand. In other words, it’s a great way for you to get an edge over your competitors.
So how did blogging all begin? In the late 90’s and early 2000’s blogging was a unique way for people to share their thoughts and feelings. Fast forward to 2015, and blogging has become a cultural phenomenon. From every major brand all the way to small business owners, everyone blogs to increase their online presence.
In fact, if you don’t blog, then you are missing out on a huge opportunity to expand your business and acquire more customers.
So just how important is blogging? – Ask Google
For your business to be listed in the first pages of google search results, you need a strong online presence so that people can find you when they search. Google puts an emphasis on keywords that your business uses and how often it appears on your website.
In other words, Google uses advanced formulas to determine how frequently you post and update content on your website in addition to the quality of the content that you post.
This is exactly why blogging is important. There’s no better way to add content to your website consistently than with a blog.
That being said, let’s look at the other benefits of blogging
- Drives Traffic to your website
If you want more visitors on your website, raise your hand please? I thought so. Ultimately, a sure way to drive traffic to your website is through blogging. There are many ways to acquire traffic. You could buy an email list and hope someone opens your messages. This is costly and probably illegal.
You could buy ads on the internet and place all over the place, but this too is also expensive and once the payments dry up, so too will your traffic.
Blogging brings an excellent solution to this.
When you look at a conventional website, you realize that there aren’t many pages that can be updated regularly. Pages like the “About Us” can hardly be updated with any kind of regularity.
Every time you blog, Its another indexed page on your website. That is to say, one more opportunity for you to appear in search engine results and drive traffic the organic way. The more active your website is with frequently updated content, you will rank higher in search engine results.
Blogging can also increase your exposure on social media. When you write a blog post, you create content that people can share on Facebook, Twitter, LinkedIn which can expose your business to new prospects who haven’t heard of you yet.
You can also use blog content to sustain your social media presence. Your blog will serve as your source of content that you can share with your audience and strengthen your relationships with them.
- Blogging converts traffic into leads
Having a lot of visitors on your website presents you with the perfect opportunity to convert those visitors into paying customers.
Each new blog post you write can be used to generate new leads with the relevant calls to action. What this means is that you can offer your visitors free items of value like an e-book, a fact sheet or even a free trial in exchange for contact information like an email address.
If you are unfamiliar with traffic-to-lead conversions, here is how it works:
- A visitor comes to your website
- The visitor sees call to action for a free product
- The visitor clicks the offer and arrives at a landing page with which they will provide their information.
- The visitor then submits the information and receives the free offer.
It is also fair to mention that not every visitor to your website will become a lead. Its impossible to convert 100% of your readers into leads. Instead, always ensure that you put calls to actions in every blog post. Then you can set a benchmark for your self to try and improve on your visitor to lead conversion each month.
- Blogging establishes authority.
The best business blogs on the internet answer common questions and problems their customers have. When you consistently publish content in a particular field, you establish yourself as an expert, a thought leader.
Establishing authority is powerful stuff because it also makes your brand credible and increases the trust your customers have in you. If your customers find answers to their problems through your business, they will trust the things you say because you have helped them in the past, way before they knew anything about your business.
Interested prospects that have been reading your blog posts will enter the sales process more educated and informed about your industry and the products you have to offer. That in its own provides a far more productive sales conversation.
People who encounter specific questions that require in-depth explanation can pull information from an archive of your blog posts. Not only do these blog posts help move the sales process quickly as opposed to a sales rep having to create the information from scratch, but the seller is better positioned as a helpful resource to their prospect.
- Blogging drives long-term results.
Say you write up and publish a blog post today and get 20 views and 10 leads. The next day you get 10 views and 5 leads. The day after, the numbers keep reducing. You realize at this point most of the excitement your post has generated among your readers has died down. The dwindling numbers are no cause for panic.
That blog post that you’ve published now ranks in search engines. In the days, months and years to come, you will get traffic and leads from that blog post so while it may feel like your blog post was only relevant for a couple of days, it will still be relevant in the future. This is how blogging really works.
The effort you put into writing the blog post yesterday can get you thousands of views and leads in the future. So when you don’t get engagement from a blog post you’ve just published, don’t fret.
This graph from hubspot perfectly explains this point. As you can see, more contacts are generated from the previous months’ blog post as opposed to the current one
While you may not see the immediate results over time, you can predict the amount of traffic and leads your business could get without any additional investment. You have already laid down the foundations to generate traffic so you can put your mind at ease.
If you would like to know more about the long term impact of blogging, I highly recommend this article here “The Blogging Tactic No One Is Talking About: Optimizing the Past”.
Blogging still has more benefits apart from the 4 core benefits I mentioned above. For instance a blog can provide an opportunity for your business to experiment with advertising campaigns before you decide to actually invest money into one.
Your blog can help you understand the persona of your business better. It becomes an outlet for you to communicate things like product releases or event information particularly if you have a large audience. It is easier for you to communicate this information to your audience with a blog as opposed to pitching your news to journalists.
So start up a blog today and get an edge over your competitors. Do you have any more benefits of blogging that you would like to share, let me know in the comments below!
Feature Image: FreeDigitalDownloads.com
In Post Images: Hubspot.com, FreeDigitalPhotos.net
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