We often get asked, “Do I really need a blog for my business?” No matter the industry or size of your business, our answer is a resounding yes. These are the reasons why we will always recommend you publish blog content.
First up: The stats
Before we get into the nitty-gritty, there are a few statistics to consider. Why bother with blogging? The figures speak for themselves.
HubSpot research found that companies that engage in blogging see improved marketing results, including:
- 55% more online visitors,
- 97% more inbound links, and
- 434% more indexed pages.
Add to these figures the changes in consumer internet behaviour over recent years. According to We Are Social, Australians spent 10% more time online in 2020, and we know how important the internet is during the decision making process – helping consumers to search, filter and evaluate relevant options. As a business, it’s time to take full advantage of this online presence.
Drive traffic to your website
Blogs are search engine friendly – meaning, every time a new blog is published on your website, another page is indexed (referring to the process of a search engine visiting, analysing and then adding a page to its database). It’s another opportunity to appear on the search engine results page (SERP). Consider how frequently you update the main pages of your company website; this regular blogging stream of publishing continues to show Google that your website is alive and active.
Blog posts can also continue to drive traffic long after their publication date. If the content is of an “evergreen” nature (i.e. not specifically time-oriented and general, important information), leads can be generated for years to come as users search for these key terms.
Not only do blogs help get the traffic to your site, but they’re also vital in converting visitors into customers. Generally, blog posts will feature a strong CTA (call to action), encouraging readers to engage with your business further – purchase, contact, download an ebook, sign up for an email newsletter, and so on.
Build authority and trust
You’re the expert in your field. Blogging is the perfect way to share that expertise.
Support business growth and build consumer trust by offering them important information relevant to your field. Use this as a space to answer commonly asked questions and address major concerns; make it easy for your audience to access what they need to know. You want users to turn to you as an authority figure in the area, which, in turn, assists them through the sales funnel. When they come to purchase, your business will be front of mind.
Create compelling content
While it’s important to sell your brand via the business blog, keep in mind that you must also engage the audience and build community. As part of a wider content marketing campaign, your blog should address peripheral topics and ideas outside of the product-specific.
RealClicks works with our clients to develop nuanced and informed content marketing strategies. Editorial calendars are devised around specific content pillars relevant to your audience and brand, with topics derived from these. Surprise your audience with something new; teach them and enhance their lives (while selling and boosting business). We strategise relevant keywords and topics to improve your SEO rankings and build traffic.
A good blog strategy will also boost your social media activity – that’s why our Content and Social Media teams work closely together. Blog content can feed straight into social media posts and assist in the cycle of information, linking back to the website and, hence, further driving traffic.
Chat to RealClicks today about building a blog content strategy for your business. There is no business too big or too small; we believe that all businesses can benefit from these advantages. The internet is a big and wild place, so we’re here to help you navigate it.