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Business Blogging In Simple Terms

The benefits of business blogging in simple terms

You’ve heard repeatedly that blogging is important for your company, usually from people trying to sell you their business blogging service.

But did they explain to you exactly why blogging is such an asset? Or did they fall back on jargon about SEO and dazzle you with impressive statistics about how companies that prioritise blogging have 97% more inbound links and are 13 times more likely to achieve positive marketing ROI than those that don’t? (HubSpot)

While all this is true, it only tells part of the story. We understand that you need something more relatable than that if you’re going to be committing your time and money.

So what are the advantages of business blogging?

Blogging gets you noticed

Everyone wants more people to visit their website. While you can help people to find you by improving your search engine ranking and posting ads, one of the most effective ways to get your site noticed is to make it harder to miss.

Every time you publish a blog post, you grow your site by one page. On average, companies that blog have 434% more indexed pages than those that don’t (HubSpot), which means lots more chances to show up in search results.

If you’re writing about interesting and engaging topics, people are more likely to share your blog posts on social media, which drives more visitors to your site.

Blogging establishes your authority

The focus of your business blog should primarily be on answering your customers’ questions.

When you produce informative blog posts that cover all aspects of the topic at hand (whatever it may be), using language that your readers are able to understand, you’re building your reputation as an authority in your field.

If someone asks you or your sales team a question, and you’re able to direct them to something you wrote that includes all the information they need, you’re showing that your expertise can be trusted. Linking to someone else’s explanation can do quite the opposite.

Blogging makes people like you

Even if your business is already successful and your customers trust you, do they really like you?

Business blogging personalises your brand, making it easier for people to relate to your ideas and values and helping you to develop lasting relationships.

Whether you invite your own experts to publish blog posts using their own names, faces and personalities, or you publish anonymously under your brand’s established identity, your readers will come to know what to expect from your business blog, and – as long as you make the right impression – they’ll keep coming back for more.

 Content is good for Google

Blogging gives you all the content you’ll ever need

Many people starting out in business blogging worry about how to come up with new topics to write about. If you look back over your recent social media updates, newsletters and other promotions, you’ll quickly see that you are already writing content.

Think of your business blog as a central hub where you can inform your customers about what’s happening in your business, as well as other topics they’re interested in reading about. If you commit to publishing on a regular basis (ideally once a week), that means you’ll already have four topics for your next monthly newsletter and more excuses to post updates to your Facebook and Twitter followers.

Business blogs are the ideal testing ground for new ideas too, and sometimes the exercise of coming up with fresh content on a regular basis can lead to you striking gold in unexpected places.

Blogging keeps on giving

Blog posts aren’t a flash in the pan like social media updates, billboards or TV ads. Older entries will stop trending and get pushed off the front page eventually, but they stick around.

While some of your blog posts may be short-term in nature, most will continue to be of interest long after they are published. It doesn’t matter how deep they’re buried in the archive, your informative and authoritative resources are just a quick Google search away for interested readers.

If you do notice that some blog posts are performing exceptionally well, you can promote these to a more noticeable location on your website and re-push them on social media. You should also think about updating older posts to keep them relevant.

Blogging keeps your customers informed

Your business blog shouldn’t just be about self-promotion, but if you do have news that your customers will be interested to hear – whether it’s a sale, product launch or change of address – your blog is the perfect place to mention it.

With a blog, you can also go into much greater detail than a snappy advert or 140-character tweet allows. Those promotional activities will put eyes on your site, but it’s your blog posts that will provide all the information and generate leads.

Blogging makes you money

Of course it does! Otherwise, why bother?

Up to now, we’ve discussed your business blog as a way to establish your brand online and develop relationships with your customers, because this is the attitude you should be writing with.

At the end of the day, every promotional activity you invest in should deliver real rewards for your business. So how does writing a blog help with that?

Your blog posts bring more traffic to your website, which means more chances to convert interested readers into leads. You can make sure this happens by including a call-to-action (CTA) link in every post, which interested readers can follow to take the next step in the buyer’s journey.

Not every CTA should be a direct attempt to make a sale – in fact, this can often be off-putting and make you look a little desperate. Instead, you should provide links to more engaging content that will give your readers even more information about the subject they’re interested in and help them to answer their queries.

So on that note, why not find out more with our five reasons to start a business blog.

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