Are you yet to be convinced of the value of having a business blog? Here’s a statistic to set the scene, thanks to Neil Patel of Quicksprout. Companies that blog typically have 97% more inbound links than those that don’t, which means more search engine traffic. He has also stated that 61% of consumers have made a purchase based on a blog post they have read. Now that’s pretty impressive. So let’s focus on seven ways that putting some time into running a blog can contribute to these kinds of numbers, and benefit your business.
Become a thought leader
A business blog helps you to position yourself as a thought leader within your niche. It is a form of social proof, a way to show you know what you’re talking about and that you are up-to-date with the happenings in your industry. This is a brilliant way to build trust and confidence within the buyer cycle.
Provide valuable information
When it comes to content marketing, it is more about being social than pushing constant sales pitches. There’s only so much you can write about one product, so the key is to think outside the square and provide information your audience will value. For example, your company might sell paint. It’s very hard to continue publishing content on paint, so instead you could share an infographic on colour trends for 2015, offer tips for home renovators on applying paint properly, or write a how-to guide on selecting colours to make rooms look bigger.
A blog drives traffic
When you have a website without a blog, most of the time it remains static. On the other hand, if you have a blog, you have content that is updated on a regular basis, which means that your website suddenly comes back onto the Google search radar. Optimising your posts with keywords also drives traffic. Most importantly, if you post quality content, it increases the chance of backlinks and of social media shares.
A blog is the perfect way to funnel readers to your website from channels like social media and email. In order to capture leads on your blog, you need to persuade people to take action after they consume your content. This might be through a call to action with a link to buy a product, or download a free e-book or webinar. Having the reader click a link which takes them to a landing page where they enter their details to get the offer also gives you the opportunity to capture email addresses to send them similar content.
Reach a new audience
A blog allows you to be found by a completely new audience. Blog content has the ability to reach far and wide when shared on social media channels, in newsletters, and on other blogs.
Learn about your audience
Having a blog will give you new insight into your audience and what their interests and needs are. You will be able to assess the popularity of content as well as demographic information through tools such as Google Analytics.
Your audience gets to know you
A blog gives you the opportunity to share your brand voice and build a connection with your readers. Consumers also use blogs to find out more about a company, or a product, before they take the step towards making a purchase.
Neil Patel also shared that 60% of consumers feel positive about a company after reading the blog, and 70% learn about a company through the blog versus ads. People don’t want a sales pitch and they don’t want to connect with a company, they want to connect with the people behind the brand and hear your story, your brand voice.