The Importance of Blogging for Business

By: Kelsey Boes | @KelseyBoes

Although it is crucial for businesses today to have a social media presence, one other aspect of content marketing that businesses should be utilizing is having a company blog site. Blogging can not only be a fun activity for writers, but it can also allow businesses to share their level of expertise with customers, which they enjoy. In fact, according to a recent survey by HubSpot, 60% of businesses who blog acquire more customers.

One of the most important reasons that companies should have a company blog site is that it fuels your SEO. Search engine sites enjoy seeing valuable content and as a result you will get rewarded for doing so and show up higher in search results. When you publish a new blog post, you are adding one more indexed page to your website, which allows for more opportunity to show up in search engines and drive traffic to your website in an organic search. This, in turn, boosts your overall sales with more people visiting your company website. Posting blogs frequently also acts as a signal to Google that your company page is actively being updated and they should check out your page for new content to put higher up on a search engine page.

Another reason why blogs are so beneficial for businesses is that they help keep your social media pages active and popular. Blogs act as the center of your social media as it is a great source for content. When developing your social media content calendar, blogs act as an excellent source to share content, as well as drive users back to the website. It also helps prevent the content writers from constantly trying to come up with additional social media content. This also helps with getting the conversation going with your audience to share their thoughts or comments about the blog posts via social media channels as they encourage feedback.

With blogs assisting in increasing the amount of traffic going towards your website, this can also help turn this traffic into new leads. When a customer goes to your company website to see your blog post, they are able to take a look inside your company, get a gauge for the brand’s voice and personality, and want to find out more about your company and services. As a result, new customers will be more likely to check out additional pages to your site to find out more information. In addition, blog posts allow companies to include a lead-generating call to action link at the end of the articles which typically give customers a free offer in exchange for their personal information. And after reading your blog post and seeing your level of expertise and brand voice, customers will feel more apt to sharing that information.

Whether your company already has blog or not, it’s important to recognize the importance and benefits that they offer for your business. Blogs give customers an inside look into your company, and give an overview of your brand’s story illustrating your company values and goals, as well as your business’ voice and personality. This helps give your customers an opportunity to feel a personal connection to your brand, and build trust with the content you deliver, which in turn helps build a loyal customer base. Blogs are cost-effective, as each post is a long-term asset, they create free pr for your company, and assist in generating leads. The bottom line is: there are no negative consequences when having a company blog, so if your business isn’t posting blogs, now is the time to start.

Do you find blogs to be beneficial for your business? We would love to hear your comments below!

Samantha OrtizOctober 2, 2015