The Blog Post About Blogging - 5 Reasons Why Blogging Is Important for Business
Yes, this is an actual blog post about blogging. You are probably like "Wow, she is really desperate and has finally run out of topics to write about!"
Well actually this is probably one of the most important topics when it comes to content marketing. So why is blogging so important? Do SMBs (small to mid-sized businesses) really have time to blog on a consistent basis?
The answer is yes and no. Yes, blogging is really important for businesses who want to have a strong online presence. And, as we know, digital marketing is increasingly more essential in this ever changing mobile environment. So, you need to find a way to make time for blogging. However, no, SMBs don't really have time to blog unfortunately. And, I am guilty of not doing it on a regular basis. But as a reminder to myself, and for all of you reading this blog post, let’s get to it!
Top 5 Reasons why blogging is important for business:
#1 - SEO (Search Engine Optimization) - Driving Traffic to your Website
I can't stress this enough...that's why it occupies the top spot on the list. You have a website, you want people to go there, and eventually purchase something, so how does that happen? You need ways to drive traffic to your website. In addition to advertising and posting on social media, blogging is an excellent way to drive organic, FREE website traffic to your site. Here’s why:
Blog posts are a source of new website content. If you don’t update your website with new information regularly, it may not rank organically high on search engines. Blogging monthly or more adds new content to your website on a regular basis. Search engines index it as a new page every time a new blog post is added. In other words, it’s difficult to add content to other pages on your site unless you have something new each month, such as new products or services. If that is unlikely, then blogging is your answer. NOTE: Make sure you write your blog posts with SEO in mind, or “optimize” them using the keywords within the blog post content that you want to attract visitors to and rank high for on search engines.
Blogging provides more chances for keywords on different topics that you might not have on other pages of your website. More relevant keywords for the audience you are targeting equals more possible, targeted web traffic to your site.
Blog posts can go viral! Some popular and viral blog posts are the single reason a website ranks #1 on search engines such as Google. Viral blog posts can drive significant traffic to your website. Pick topics carefully and title them with attention grabbing SEO-friendly headlines (that are relevant to the topics of course.)
Blog posts live forever. So if you have an interesting, evergreen blog post, that post can continue to drive traffic to your site long after it was initially posted.
NOTE: Make sure you hyperlink words within your blog posts. For example, if you mention a product or service within a blog post, hyperlink that word to the corresponding product or service page on your website. This drives targeted traffic to that page within your website.
#2 - Source of Content for other Marketing Channels
If you are posting on social media and sending out emails regularly, you know how challenging it can be to consistently provide interesting content to your audience. Blog posts serve as an excellent source of content for social media posting and email marketing, while driving traffic to your website all at the same time. Providing informative, relevant content on your website through blogging creates a treasure trove of content for current and future social media posts and email marketing campaigns. Just look back over your evergreen blog posts and use this content to drive more traffic to your website. Blog posts can even be updated or repurposed, so if they do get outdated be sure to update them and re-post as needed. You can also pick a topic that can be segmented and spread out into several blog posts, emphasizing major points in each blog post, while at the same time, extending the content into 2, 3, or 4 blog posts. This allows for more content, spread out over several weeks, keeping your readers engaged and providing you with additional content for your website. More chances for keyword rankings!
#3 - Humanize Your Company and Tells Your Story
After all, companies are made up of people! Websites can sometimes be too corporate, too rigid. Blogging is a way of humanizing your company and telling your story to the outside world. Having a blog can help soften your image to prospective clients and even prospective employees. Communicate your company culture and inspiration for new products/services through interesting stories, photos, and videos. Try to communicate your company mission and culture through each blog post in the way you “speak” and the topics you discuss. This also helps with creating “authority” or “thought leadership.” (See #4 below.)
#4 - Establish Yourself or Company as a Thought Leader and Authority in your Industry
Especially for service-based businesses. Businessses are more likely to purchase from a company that positions themselves as leaders in the industry who educates and adds value, not just sells! Who are prospects going to think of first when they are ready to purchase, a company they’ve never heard of or read about or your company who has been continually providing them with relevant, informative content about the industry/product/service? Blogging helps to tell your story, building trust over time, until the prospective customer is ready to purchase, and then they will think of your company, as it has been “top of mind” due to your informative, consistent, and value-added content!
#5 - Build Your Following and Create Targeted Leads
Let’s be honest, ultimately you’re in business to make money. Blogging can move that process along.
Blogging builds your social media following, by having social media “follow” buttons on your blog posts
Blogging builds your email marketing list by having an “opt-in” "join our mailing list" button on your blog posts
Blogging attracts more subscribers and followers through referrals by having “share” buttons on your blog posts
Blogging brings in “targeted” traffic (leads/prospects) that are already interested in the topic because they found your SEO optimized blog post while searching for something online they are in need of, or interested in. This is the concept of creating inbound marketing experiences where prospects "find your company” instead of you having to “find them.”
Inbound Marketing Tip
Remember to be focused in your blog posts on a particular subject, so you can attract readers that are interested in that subject and then lead them to a CTA or “call to action” on each blog post that will direct the reader towards a free e-book/guide, newsletter sign up form, or contact form. They get great information on the topic they are interested in and you get a “targeted” lead that you can choose to contact and qualify at your leisure. It’s a win-win.
Content Tip
Consider inviting guest bloggers to help you accomplish the above. Guest bloggers are a great way to build your following and targeted leads by driving more traffic from another audience who might be in a different industry, but is similar to your demographic/target audience. Guest blogging also creates fun and profitable networking and cross-selling opportunities.
I hope this blog post has convinced you that blogging can help accomplish multiple goals for your business. So carve out an hour or so of your time once a month, pick topics that directly relate to the products/services you provide, boost your SEO and drive traffic to your website, create ample content for your social media channels and email campaigns, humanize your company, establish your company as an authority in the industry, and ultimately build your following and drive targeted leads to your site.
FYI…I wrote this blog post on a three hour flight to Vegas! But, if you really don't have time to blog, we can help.
For more information on Infuse Marketing’s services, contact us or schedule a free introductory call to assess your needs.
Infuse Marketing, LLC
Infuse Marketing is a marketing consultancy offering fractional CMO services, marketing strategy, marketing analysis and marketing management services.