By now, blogging has made itself known across the web. Everybody has a business blog these days, but even though it is one of the most essential marketing tactics of the 21st century, there are still some people who want to know why blogging is important.
Connecting your company blog to revenue growth can be tricky, considering that the buyer’s journey isn’t always a linear one. But every business can benefit from publishing content – no matter your size, industry, or business model.
That’s right! It doesn’t matter what kind of business you are, you should still dedicate time and resources to your company blog.
A well-executed blogging strategy will produce a considerable return on investment over time. Here are some of the most significant reasons why blogging is important to business growth:
Blogging is a great way to increase your presence on the search engine results page (or SERP) and get found online. Each new blog you publish is one more page that will get indexed and crawled by the search engines – further increasing your search visibility and contributing directly to compounding traffic over time.
Publishing blogs also increases the number of keywords your site can rank for. It’s not a good idea to use multiple keywords on a single page. Instead, you should create a list of search terms you would like to rank for and write individual blog posts for each one. This is how you can rank for a variety of different keywords and phrases your customers are searching for.
Customers want to feel a sense of trust in the person they are doing business with. Blogging provides a way for you to put your expertise on display and show visitors how well you understand their problem.
By providing visitors with reliable information that effectively answers their questions, they will start to view your brand as a credible resource and begin to feel that sense of trust. Think of the types of problems your customers are facing and what questions they need answered. Addressing these topics on your blog allows you to build relationships with your audience and increase the chances of them becoming customers.
Nothing sells better than a solid reputation. Blogging gives you an outlet to share your thoughts and opinions on industry topics and present yourself as a leader in your industry. Speak with an authoritative voice and present unique takes on trending topics to further build your credibility and increase brand loyalty.
Tip: Humanize your brand by authoring posts by employees from your company. This allows people to connect a person to the words to feel more authentic and diverse, too!
Another reason why blogging is important is that it gives other websites a reason to link back to you. Consistently publishing content that covers relevant topics of conversation will encourage visitors to view your website as a source of information. A particularly well-informed blog post can attract links from other reputable websites and give you an extra traffic bonus. When people link to you, it also tells Google you’re a reputable site that others trust, boosting your SEO even further.
Internal linking is an important part of your website architecture. Internal links make your website easier to navigate and help improve metrics such as page views and bounce rate. A good internal linking structure can also benefit your SEO by acting as a helpfulness measure to search engines and making individual pages rank higher.
Blogging is useful because it increase the number of internal links your website has. By adding 2 – 3 links to each blog post you publish, you are making your website’s internal structure that much stronger and giving your domain authority a welcome boost.
Blogging and social media often go hand in hand. You can take long-form blogs and repurpose them into bite-size pieces for social posts, which can entice traffic to turn into leads from a share or like from a fellow follower.
It’s become the expectation to have relevant, thought-provoking content to share with followers to keep them engaged – and what better way to do that than through your existing content? Blogs boost traffic to your site, but they can also increase your followers on social media, as well.
Having a blog helps you grow your business in multiple ways and establishes you as a thought leader in your space. With a consistent strategy and approach, your blogs will compound and be well on their way to bringing awareness and brand recognition to your business, as well as new leads and customers!
To learn more about the different tactics and tools you can use to grow your business online, download your free Growth Stack Guide.