Your company and website are up and running, and products are in place, but there’s one more element you can implement to get creative juices flowing- and that is a blog.
Doubtful? You’re not alone.
The casual everyday usage of the terms “blogging” and “blogger” has left small-time and multinational companies confused if not outright skeptical about its benefits. But if you’ve ever considered using a blog alongside your website, you’re on the right track. Business blogging is integral to growing your company- so much so that brands publishing more than 16 blog posts per month got a whopping 3.5 times more traffic than those that only churned out, say, four. That is a lot of traffic.
What is a blog?
It is an extension of your brand’s identity that puts your company’s knowledge out there in the World Wide Web and matches the larger marketing world’s conversations. Much like social media, blogs direct traffic to your website spread the word about your brand through creative writing and drive business growth.
Sure, all that sounds swell, but how do you write a blog?
WordPress, Medium and Blogger are some blog sites that allow you to create a blog and focus on content writing without pressure because they take care of all the back-end work. It’s a good place to start but establishing your blog as an extension of your brand requires much more than a content writer hacking away at a keyboard. It needs to scream ‘you’ as a brand while also gaining traction on search engine result pages.
This is where Search Engine Optimisation, or SEO, comes in. Often wrongfully dismissed as marketing jargon, SEO is what places your brand on the map. Put simply, this process involves accelerating the number of visitors to your webpage by placing it high on search engine result pages when a potential viewer enters a keyword that you have strategically placed in your copy.
Getting down to the nitty gritty, here are four ways in which a blog would greatly benefit your brand.
1. Content writing brings in relevant readers
Let’s face it- driving traffic to your website is an important element in establishing your brand and voice. Targeted blog posts will help bring relevant leads and potential business opportunities in. These posts also show an understanding of your audience and your expertise in the field, while hyperlinks direct them to specific parts of your website or to avail your services. It’s a win-win situation.
2. SEO copywriting sends SERPs rankings skyrocketing
Through SEO blog writing, search engines like Google are more likely to throw up your brand’s name and website in the results if one or more high volume words are keyed in.
Imagine your brand sells white cotton t-shirts online, and you are looking for ways to reach out to your customers efficiently. This is where including SEO in your content marketing strategy pays off! By including few high-volume keywords (which could be - white, cotton, t-shirts, online) in your copy can increase your chances of jumping a couple rankings on the Search Engine Results Page.
This gain is purely organic, not paid, and is more likely to bring in new and returning visitors- in fact, a user-centric study found 70-80% of users picked organic search engine results, through SEO copywriting, overpaid pop-ups at the top of the list.
Bloggers, keep in mind that on-page SEO is equally important. This means making each webpage search engine-optimised to generate higher (and more relevant) traffic. That said, your target audience is your potential customer, not search engines, so don’t stuff your copy with irrelevant keywords. Internally linking other relevant blog posts from your own blog or even your website will increase traffic and widen the reader’s understanding of your scope and reach.
3. Establishes your brand as an industry leader
One of the key tasks for a growing brand is to pioneer itself in the industry and emerge as a thought leader. While your website might showcase your products and the basics of your company, your blog will establish your ethos and humanise the brand.
This increases the likelihood of your blog post being used as a resource by other content producers like journalists and freelancers. Posts or reposts by other creators generate inbound links that lead readers from their website to yours- your traffic increases and so do the number of leads. The publicity’s free too. Once again, win-win.
4. Builds and furthers customer relationships
Now that you have established yourself as an industry leader, next in line is to cultivate healthy customer relationships. Blogs help put a face to a name that initially existed in their minds only in terms of the services they needed. According to Jayson DeMers, founder & CEO of Seattle-based marketing firm AudienceBloom, consistent blogging builds your brand’s likeability quotient. Comments and emails on your blog posts not only help in improving your relationship with the readers but also provide a platform to discuss varied interests and understand what your audience likes.
As with all things business, consistency is key in blogging too. Regular, up-to-date blog posts will increase your traffic steadily and noticeably.
As contradictory as it may sound, your business blog shouldn’t be entirely about your business. A reader is most likely visit your blog to get valuable insights, not to read more about your services, which ideally you’d have explained on your brand website.
The trick is to connect the larger narrative to your products and services, instead of continuously plugging the latter until the reader gets bored. Self-promotional content couldn’t hold a candle to an editorialised blog.
Business blogging is crucial as it puts your voice out there with the bigger brands and levels the playing field. It builds customer relationships, highlights your expertise and generates traffic. In short, it is the next business marketing strategy you should give a shot.
Do you have a company blog that’s working well for you or if you don’t, have you seen any of these tips work to make it better?