Blogging is a vital component of any successful digital marketing strategy, content marketing campaign, lead generation and inbound marketing machine. From mega brands to small businesses, companies are reaping the benefits of blogging. In fact, 70% of consumers learn about a company via the business's blog, not their ads.
Still, however, a couple of Red Wheel's leads have asked us: "Should my company have a blog on its website?" While there's no such thing as a dumb question, debating the benefits of a business blog is not worth your time. Blogging isn't an option anymore for businesses; it's mandatory.
So, if you're wondering "Does my company need a blog?" The answer is: Yes! Here are 4 reasons why your company's website must have a blog...
1. Blogs Attract Website Traffic
STAT: Websites that blog have 97% more inbound links (one of the most important factors of search engine optimization) than websites without a blog!
The foundation of your company's success online is generating website traffic. Think of blogs like a magnet. The internet is comprised of people in need of help, readers looking to research a problem, potential customers with a pain point, and a robust audience of queries and questions. A thoughtful and well-crafted blog will attract these people to your website. Your blog should answer all of your prospects questions and solve their pain.
2. Blogs Solidify Your Company As An Industry Expert
STAT: 82% of your customers enjoy reading relevant content from company blogs!
A common deterrent we've heard from clients in "unsexy" industries is that "no one wants to read about boring industries on a blog." We totally disagree!
While you don't want to put lipstick on a pig and misrepresent your "boring" industry as something it is not, these verticals are stocked full of questions that begged to be answered via blog posts. (When I say "boring industries" picture verticals like insurance, mortgage, manufacturing, and CRM. Check out this blog post about 10 Phenomenal Blogs in Totally Boring Industries by HubSpot.)
Readers, audiences, and potential customers out there have very specific pain points in these "boring industries" that need a remedy. Commit your company's blog to being the solution for these people's problems.
Providing a solution to their problem, an answer to their question, and being an expert in your industry will earn the trust of your readers. In addition, you are showing Google that you are a helpful advisor and a trusted authority.
3. Blogs Are A Powerful Lead Generation Tool
STAT: 61% of U.S. consumers have made a purchase based on a blog post!
Consistently and authentically providing value to the readers of your company's blog will earn their trust. Once you have their trust you can start to convert them into customers. Large organizations and mind-blowingly profitable businesses are seeing their blogs become the primary source of lead generation for their sales teams.
Begin by implementing some of our inbound marketing best practices. Create a valuable content offer and use CTA's and landing pages to capture your prospects contact info in exchange. Use a lead nurturing email sequence or a drip campaign to nurture these leads through the buyer's journey.
4. Blogs Show Google Your Website Is Growing
STAT: Websites that blog have 434% more indexed pages than websites without a blog!
Websites are static. A lot of time, energy, and bandwidth goes into the design, development, and copywriting of your website. Blogs, on the other hand, are dynamic, malleable, and easy to update. Adding pages to your website is an essential component of SEO, and search engines like Google and Bing view blog posts as additional website pages. Search engines give preference in search results to unique and original content that is fresh and relevant. If your company blogs on a consistent basis, you will have the opportunity to optimize each blog post for long tail keywords which will be easier to rank for on Google.
So, write blog posts with a purpose, answer specific questions that are commonly asked by your prospects and clients, and use language that your dream clients and target audience use (Google Keyword Search is terrific place to start your research).
Neil Patel's company Quick Sprout is a valued resource of ours. Check out this infographic from Quick Sprout that illustrates why blogging is essential for your brand: