Why start a business blog?

Why bother with a blog?

One of the key questions many businesses ask is, “Why bother with a blog? Will my customers even read it?” This post is the fourth in our blogging for business series. Read on to learn to value of blogging for business as part of your content marketing strategy.

As a business, why are you blogging?

There are a number of reasons why you’re contemplating writing a business blog. We touched on a couple of these in our previous posts, but the key ones are:

  • Provide valuable content to your existing customers.
  • Entice new clients through demonstrating your team’s expertise.
  • Improve search engine optimisation (SEO).
  • Drive traffic to your website.

Surely, this is what you started a business for? To make as many sales as possible, provide a great quality product or service, and ULTIMATELY, make a profit.

Content marketing as a whole covers a number of different areas. You should vary the type of content that you publish; using social media, video, images and of course… the written word. This is where your blog posts come in.

Blogging to build trust with new and existing customers

With our new inverted sales funnel we know that our existing customers go on to act as our brand advocates further down the line.  Building trust through our business blog can demonstrate the skills and knowledge you have within your team, and also highlight other services you provide. We recommend using case-study style blogs for this. Highlight ways that you’ve helped your customers, and, depending on your industry (and client confidentiality) they might also appreciate a backlink to their site!

Comment and opinion-style pieces can also benefit your business. You can show off your expertise, and your company personality through this style of blog.

Don’t forget; you’re an expert in your field. People will want to know what you think on industry-related topics!

Why would a business blog improve our SEO?

Ranking #1 in Google is something of a holy grail. Many businesses are looking for quick fixes and easy options to get them to the top spot in the search engines. In reality, Google is looking for the most VALUABLE content to answer questions for their customers. If Google started to give crappy answers to your search results, you’d probably look to another search engine!

So, here are some of the things that improve SEO, that you can incorporate into your blog marketing strategy:

  1. Google loves fresh, regularly updated sites. If you add to your business’s website on a regular basis, search engines will recognise this and they’ll be confident that what you’re saying is current.
  2. Search engine algorithms notice how long people spend on your site. While people are online, reading your blog, Google will believe that your content is valuable.
  3. Creating more written content allows you to target specific sets of keywords. Using long-tail keywords means that you have the potential to rank higher for less-popular search terms.
  4. Blog posts give you the opportunity for internal linking, which helps Google’s search algorithms to crawl your site.
  5. If your content is really valuable, there’s a chance that other websites will link back to yours, creating a network of backlinks that are sure to boost your search engine position!

How does blogging for business improve your bottom line?

Driving traffic to your website will increase brand awareness and build trust with your audience. The more you improve your search engine optimisation (SEO), the more people are likely to stumble across your business when looking for your product or service.This all serves to drive traffic to your website (which further improves SEO) and inform people about what you do.

Because your potential new customers are found through search, they’re more likely to be ready to make a purchase. They already actively LOOKING for your product or service. This means they’re more likely to contact you as a genuine business lead.

So, if you’re looking for genuine business leads (which I’m sure you are), then it’s probably time to get started with a blog!

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