Most marketers know that blogging is good for business – there are plenty of facts and stats to back it up. But what makes blogs so gosh darn fantastic?
Well, we thought we’d have a stab at explaining the reasoning behind business blogging, and offer up some Write My Site Wisdom (WMSW) to help you create killer blog posts every time.
1) Attract people to your site
No matter if they find your articles through social media, a keyword search or a link from another site, your blog is one of the key routes to your main website. But why is this?
Blogs are a great source of information and don’t often mention specific products – making it feel less like a sales pitch. Readers can peruse at their leisure and find all the answers they need in one place. That is why blogs are so popular.
Also, the number of blog pages on many smaller websites is often significantly higher than the number of ‘static’ web pages (Home, About, etc.) Therefore it’s often the case that your blog pieces will appear more frequently in the search engine results pages (SERPs) than your main website pages.
WMSW: Blog regularly. Websites with blogs tend to have 434% more indexed pages than those that don’t so it pays to keep it updated. A blog provides plenty of pages for search engines to crawl and index, helping your website to rank organically.
You should also use images in your blogs. On average, blog pieces with images get 94% more views than those without!
Images are also great for social sharing. You just need to pick a relevant image that catches the eye and you’ll be on your way!
2) Establish authority and trust
Blogs have been rated as the 5th most trusted source for accurate information online. However, with the uptake in fake news on social media and YouTube, we’d expect it to bump up a few places very soon.
<Online services consumers most trust>
High quality blog articles inspire trust for several reasons:
- They are independent (or they should be, if you’re doing it properly – skip the sales pitch!).
- Long form articles give you the space to prove your expertise to your prospective client.
- Statistics can support your argument and ‘prove your case’ to the reader.
- They help the reader by providing solutions.
WMSW: Make sure you’re honest and transparent about your motives for a piece, and always write from the point of view of sharing your expertise, not trying to sell.
Don’t make assumptions about the industry, topic or reader. Back up any claims you make with statistics, facts and links where possible.
You need to produce quality information that is reliable every time you blog, but don’t expect results overnight. It takes time to develop a relationship with your readers, and to demonstrate to Google that you’re taking this blogging lark seriously.
3) Support the reader
47% of buyers view 3–5 pieces of content before engaging with a sales rep. This is part of the online research mentality that is now prevalent among consumers – especially those who are being asked to part with a considerable sum of money.
This finding also suggests that readers are looking for advice and information before they take the next step. Blogs can support readers throughout their entire journey by giving them useful information and providing a solution.
WMSW: Content needs to be created for all stages of the sales funnel so you can support your visitors throughout the purchase process.
Identify pain points for your clients and offer solutions through your blog content, but don’t always push for the sale. Most readers will just be looking for information and you don’t want to put them off!
4) Are shareable
Blogs are great for sharing so therefore reach many more potential customers than your bog standard web page.
Interesting, insightful and sometimes wacky content will get shared, so you need to think about whether or not you’d want to share a piece on this topic.
5) Produce leads
All the factors above feed into one thing – blogs produce leads!
Small businesses with blogs create 126% more leads than those who don’t, so can you really afford not to have one?
WMSW: When leads come in, ask them where they heard about you. The chances are they read a blog, and if you can find out which one you can work out the type of blogs that are most effective for your business.
So, there you have it, the five key reasons blogs are so good for business! Think of these when creating your content strategy and you’ll have a powerful resource on your hands.