Blogs have come a long way from the first time they started gaining traction on the Internet. They were once a personal form of expression, but now they are essential content marketing tools for businesses small and large. Here I’ll go over the many reasons why your business needs a blog to succeed in 2016.
I remember my first introduction to blogging. I was in middle school hanging out with one of my super Internet-savvy friends who was always up on the latest trends–in both fashion and life. She introduced me to a website called LiveJournal. I was already on MySpace, but LiveJournal was different–on LJ, you were creating a support system of strangers. You were divulging your secrets to the vast unknown, and in return, you received a community full of comments and support from people all over the world. It was a modern diary for everyone to see. You felt vulnerable but free. You felt like you were part of something. It was the introduction to “Internet friends,” aka people you’d never meet but still felt a connection to.
Flash-forward to the year 2010, when blogs began their rise in popularity among the masses. Not only were they “public diaries,” but now they were public diaries that contained resources for the people who stumbled across them. They shared everything from useful how-to tips to funny website finds, depending on the publisher. They were still personal mediums at this point, but a lot of early sites probably realized just how big the blogging phenomenon would become.
And here we are in 2016, a time when everyone and their mothers have a blog (literally, there are tons of “mommy blogs”). Although there is a large quantity, many lack on quality, and that’s when the good blogs stand out from the not-so-good blogs. Businesses have heard that they need a blog to increase website traffic, but a lot of times, they don’t realize how important content marketing truly is. After all, the definition of content marketing continues to change as the digital landscape does.
But the truth of the matter is, if you’re an e-commerce company selling goods online, you need a blog.
If you sell your services online (this can be anything from a photographer, wedding planner, interior designer, writer, web designer, etc.), you need a blog.
If you’re a brick-and-mortar business that aims to target specific customers based on locale, you need a blog.
Adding a good blog to your business’s website is so much more crucial than you might think. Here are some of the data-backed reasons that will show you just how much you can improve site traffic, sales, and more with the addition of a well-written blog.
1. Blogs Increase Consumer Trust
When you have a blog connected to your business, your customers are able to find a more personal connection with you or your brand. People like feeling like they are part of the “in crowd.” People like knowing the company selling them things, no matter what the product is. They want to feel like they’re part of it. A blog is your chance to speak directly to the consumer, relate to them, and show them the core of your company. You’ll increase trust in your brand, thus converting readers into customers.
2. Blogs Increase Web Traffic
Sometimes simple SEO is just not enough to get your website in front of the audience you want. Blog posts give you more chances and real estate to show up on search engine sites. Because blogs are continually added and updated pages on your site, they become more likely to show up on search engines. You’ll need to post about three blog posts a week if you want your traffic to skyrocket, and trust me, it will. Just take a look at this data compiled by Hubspot:
Blog posts also work seamlessly with your social media channels, giving followers a reason to click. Engaging posts with tips and industry information are sharing goldmines on sites like Facebook and Pinterest. You’d be silly not to take advantage of the free promotions when people share, retweet, or pin your company’s post.
3. Blogs Increase Media Visibility
Looking for some publicity? Take it from someone who has worked in both PR and journalism… You’ve got to give the media a reason to talk about you. Having blog posts rank on search engines/ shared on social media sites also puts your company in front of journalists doing their research. The more your name is out there, the more publicity you have.
If you really want to take media visibility and content marketing to the next level, it’s smart to create posts that make it easy for the media pickup. For this, it’s helpful to have a strategic writer that knows the media landscape and can create clickable, useful, and newsworthy content. Head over here if you want to work with me on this. The smart companies realize that a blog is a media entity of its own, and once they capitalize on this, the possibilities are endless.
4. Blogs Give Customers More Chances to Buy
With every company in every industry striving to be at the top, your business needs to convince website visitors that you are the one they should give their money to. It’s a daunting reality, especially when 55% of average web users spend less than 15 seconds on a page, according to Time. You need to give them a reason to stay, and having a blog will keep them clicking through your site. In addition to that, when you seamlessly weave your products into the blog posts, there are far more chances for clickthroughs to purchase.
5. Blogs Work Even When You’re Not
Want to really know why your business needs a blog? It’s called inbound marketing. That’s what all of this is. So when you publish a blog post, say you share it on Facebook, and it gets 150 views and about 15 leads. It sizzles out a little the next day, and you get about 75 views. A few more clicks follow that week, and you think it’s lost its starpower. But that’s where you’re wrong. If you create the right content, your blog post will continue to receive hits long after it’s published. That means you’re getting new visitors while you’re sleeping, while you’re on vacation, while you’re at your niece’s birthday party, and so on. That’s the key to content marketing–it’s the smart way to grow.
Ready to get your content marketing up to par? Get in touch with me through here, and I’ll give you a special rate just for reading this blog post. (Yup, so don’t forget to mention you read it!)