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Why Blogging is Critical to Your Business’ Success

By Kevin Howell

Business owners often ask me if they need a blog for their company. And I usually answer: Hell yeah!

Listen, blogging is a necessary part of your digital platform. If you have a website, then you should have a blog.

Why?

Because a blog is one of the best and simplest ways to…

  • Increase brand awareness
  • Reinforce brand knowledge
  • Nurture sales leads

If you aren’t blogging, chances are your website isn’t getting much traction. And if your website isn’t getting traction, you’re missing out on customers.

What’s worse is your competition is probably getting those customers. The numbers don’t lie:

Not only are most organizations blogging, but audiences are eating it up. It’s beyond a trend. It’s an essential practice for businesses in the digital world.

So what are the benefits of blogging? And how does it increase your brand awareness and get you more business? Here are some key benefits of having a blog for your business.

IMPROVES YOUR SEARCH ENGINE RANKING

One of the key ways to get noticed online is by ranking high on search engines, such as Google or Bing. There are several search engine optimization (SEO) tactics you can use, but one of the simplest is blogging.

seo

 

When you blog regularly, each post adds an indexed page to your website. The more indexed pages and indexed links you have, the higher your site will rank on search engines.

Blogs give websites 434% more indexed pages and 97% more indexed links.

Also, when you regularly add fresh and relevant content to your site, you earn points with Google’s algorithm, and in SEO, Google rules.

EXPANDS YOUR REACH

Blogs give people a reason to visit your site. There is a vast audience that doesn’t know your business exists. But if you are producing blog content that is relevant to them, it draws them to your site, and they learn more about your business.

This is called inbound marketing. The formal definition is:

“Marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.”

So as you produce interesting and valuable content, people are more likely see that content, which brings them to your site. If you’re not creating fresh content, you’re missing out on this opportunity.

BUILDS RELATIONSHIP WITH VISITORS

People buy from organizations they trust. So, to gain new business, you have to build trust with your audience, and blogging is one of the best ways to do it.

78% of consumers trust brands more if they create customized content, according to Demand Metric.

blogging builds relationship with visitors

Custom content, such as blogs, provides useful information to customers. It’s not loaded down with marketing messages. It helps solves their problems. And when you consistently provide this type of content to your audience, you’re seen as an ally, not a sleazy salesperson.

Benjamin Crook, marketing director of Unilever, said it best:

“Traditional ways of talking at consumers are no longer useful; they are intrusive. Brands must now play a key role in people’s lives to help resolve their deeply felt needs at critical moments – when the tension is most in need of resolution. Brands must be both relevant and timely to build a relationship and ultimately brand affinity.”

Blogging helps your business be both relevant and timely for customers. In turn, you build a relationship with them, and they trust your brand.

THE TAKEAWAY

Blogging is a proven and effective way of reaching potential customers. It’s not a quick trick to boost sales, but it is one of the best ways to draw your target audience to your website.

When you’re creating valuable content on your blog, you build a relationship with your audience and increase brand awareness.

The more people come to your site for relevant content, the more likely they are to buy from you. So go ahead and start blogging.

Not sure how to get started blogging? Drop me a note with any questions or assistance you may need and I’ll be glad to help.

 

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