For any brand, business, or company it is key to have a blog. Despite what many people in the industry say, having a blog has more benefits than drawbacks. Blogs set you up for success in the following four ways:
1. Increase SEO
2. Helps Establish Industry Authority
3. Supports Social Content
4. Inexpensive to Operate
New and consistent content is vital to SEO (search engine optimization). All search engines crawl the site for updated information, keywords, titles, descriptions and much more. Having a blog that is regularly updated with new posts that have been keyworded with rich content will help drive your SEO. Having a broad range of topics for your site is important to help bring in traffic and increase reach for user searches. The topics should be relevant to your brand, business, or company but can explore various topics. Jayson DeMers (2015) says “writing two to three new blog articles each week offers Google, and other search engines, fresh, relevant content to scan when they crawl your site.”
Helps Establish Industry Authority
Having a blog sets you up to be an industry leader and to have authority in your market. Building consistent content that is valuable to your readers builds trust and helps them perceive your brand as an expert in a particular field or industry. People are going to read your blog, whether or not this is your main reason for building one, so tailor it to your specific audience and make sure it is valuable to them. By consistently publishing content you can build a connection and relationship with these readers and users, and they will continue to return as long as you are providing value.
Specific industry examples from WishPond (2016)
Helps Build Social Content
Jason DeMers (2016) says “It’s difficult to maintain an active social media presence without access to unique, high-quality content. Sharing other people’s content on social media is great, but at some point you want to be directing those leads to your own site. As you share your blog posts on social media, you increase traffic to your business website - a feat that would be much more difficult without highly-relevant, topical information such as that found in blog posts.”
Blog posts also provide content for email marketing. If you have got an email newsletter, you have probably wondered what content should go in it. A top-5 list that highlights your best blog content over the last 3-6 weeks is valuable content that is likely to be appreciated by your readers. This email newsletter can boost your link clicks and help provide you with a very consistent email newsletter that goes out on a weekly or monthly basis.
Inexpensive to Operate
Compared to other traditional media advertising and even social advertising, blogs are inexpensive to operate and practically free. You have put the time and effort into the website, so why not put in a little more time to provide your users with value. It will also help them convert into customers and become brand advocates. The only thing you need to do is start writing or find people who will do it for you. Also, most contract fees for content creation is fairly moderate. Lastly, the content will forever live on your website site, allowing for even more users to see the content over the entirety of the life of the company or site.
You really should consider adding a blog to your website if you do not already. Having a blog will increase SEO, establish authority, and build social content all for a very low cost. What a dream for any marketer! Hopefully, these tips will be able to help you see why they are important and why they can benefit your company, brand or business.
DeMers, J. (2015, May 18). The Top 10 Benefits Of Blogging On Your Website.Retrieved from Forbes: https://www.forbes.com/sites/jaysondemers/2015/05/28/the-top-10-benefits-of-blogging-on-your-website/2/#32af3fb3329f
Wishpond. (2016). 4 Reasons Why Blogging is Important for Your Business. Retrieved from WishPond: https://blog.wishpond.com/post/47804902390/4-reasons-why-blogging-is-important-for-your-business
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