Content marketing at its core is all about creating and distributing content to attract, acquire and engage your target audience. Starting a business blog on your website is the best place to kick-start your content marketing strategy.
Individuals and some businesses have been blogging for years, but only in the past 2-3 years have the benefits of regularly blogging for business begun to appear. A recent Hubspot article found that “Companies that blog 15 or more times per month get 5x more traffic than companies that don’t blog.” That’s a significant amount of additional targeted traffic to your website.
The additional traffic to your website is only one of the many benefits of starting a business blog. Let’s see if these 7 other somewhat hidden benefits can entice you to start creating remarkable content on your website.
- It positions you as the thought-leader in your industry.These days, one of the biggest motivating factors in a buyers decision is the amount of knowledge and experience a business conveys. What better way to show your buyers you know you’re stuff than writing thought provoking articles based on your experience and education? The more you talk about industry trends, products and services, the more knowledgeable you seem to a potential client or customer and the more they trust their decision to work with you.
- It will help you with Search Engine Optimization (SEO).Search engines love content. The more content they can find on your website the better and your ranking will be higher. Google themselves talk about it in their Google Webmaster Guidelines stating, “Create a useful, information-rich site, and write pages that clearly and accurately describe your content.” Basically, what they’re saying is create useful, unique content targeted towards your audience and specific keywords.
- It opens up opportunity for other websites to link to your blogs.This benefit is two-fold. First, having other websites link to your website is a positive for SEO. Secondly, depending on the size of the website linking to you, it could yield additional traffic to your website. This actually happened with my DX3 Canada blog last year. My blog was found by a writer at Fast Company who was also writing a blog on DX3 and linked to my blog in their article. This not only gave us a great backlink for SEO but it fed us some additional traffic as well.
- It allows you to show off the personality of your team.If you’ve read any of my blogs prior to this one, chances are you’ve noticed that, while they are professional, they are not very formal. Our team writes blogs with our own personalities in mind. We try not to make things too technical and try our best to get our readers to relate to what we’re saying. I usually try to mix some of my personal interests into my blogs, like when I reference the Maple Leafs or the movie Old School. It gives the audience an idea of what I’m like in person and how I’d react if you poked fun at my beloved Maple Leafs.
- It gives your audience another place to engage with you.When most people think of the word “engagement” in a marketing sense, they think about social media. While that’s a fine place to engage with your audience, not everyone has the ability to properly manage a social media campaign. That’s where blogging comes in. No matter which blogging platform you choose, all of them come with a comment section. These sections allow for simple management of reader engagement and offer a platform for a unique two way conversation between you and your audience. Speaking of social media…
- It provides unique content for you to share on your social media.One of my biggest pet peeves as an online marketer is following a brand or business on social media who only shares content from sources other than themselves. I’m sorry but you’re not showing me you’re an industry leader by sharing content someone else wrote. Having your own business blog gives you yet another piece of unique content to distribute on your social media. This tactic worked wonders for one of our life insurance and retirement clients who use their blogs as social media posts 2x a week.
- It can help generate leads which can turn into sales.Without a blog you may only have one page on your website talking about a particular product or service but with a blog that number is infinite. With the increased traffic to your website through your blog, a properly placed call-2-action can help increase the number of leads you generate. Segmenting these leads into categories and nurturing them throughout their buyer journey with additional information or blog posts will lead to increased sales.
While adding an engaging and educational blog to your website does take some time and budget, the benefits far outweigh the cost. It not only increases traffic, but offers several other key benefits which lead to more sales and gives your business a personality people can get to know, like and trust.