6-7 MIN READ.
This blog post will give you a run through of the benefits of blogging and a company blog and an answer to the question ‘why write a blog?’. Blogging is a form of digital content marketing and can be a great way to get known online.
- What is a blog?
- Why write a blog? 5 Reasons
- Should you blog on your site or on a blogging platform?
- How often should you blog?
- Schedule & share it!
What is a Blog?
A blog (short for “weblog”) is a form of informational web page or site. It contains blog posts displayed in reverse-chronological order, with the latest posts appearing first. Blog pages or sites are usually written by a single or small group of writers and cover a small range of topics related to the business. It is usually updated regularly with the most successful blogs posting an average of over 11 articles per month. We understand that this is challenging for small business blogs but to start off you can start with a lower amount of articles. Whizz to our ‘How often should you blog‘ section to find out more.
Why Write a Blog? 5 Reasons
Whether you’re a B2B or B2C business you should be blogging. Here’s an overview of 5 reasons why to write a blog:
- Increase your rankings in search engines
- Establish yourself and your business as an industry leader
- Generate leads & sales
- Engage with existing and potential clients
- Advance your social network
1. Increase Your Ranking in Search Engines
Having regular and fresh content is a reason for search engines to crawl your site and index your site more often. You’ll get more organic traffic to your whole site! Users searching for information in your blog post and users actively looking for your product/service too.
By using relevant keywords sparingly throughout your content, you can increase the amount of keywords your site ranks for. This increases the traffic to your site and traffic that stays there longer. Search Engines like Google respond to long clicks (when someone clicks a search result link and stays a significant amount of time). So, by creating good content you’ll get more of those valuable long clicks.
Blogging has a snowballing effect for search engine optimisation. Blog posts become more powerful over time so by refreshing old content to keep it relevant and accurate you can get further boosts. As an added bonus of good content, you’ll also find you gain organic back links from other sites sharing or referencing your content.
2. Establish Yourself and your Business as an Industry Leader
This one is really important for small businesses. Your existing customers realise you “know your onions” as you’ve demonstrated this to gain their trust. But, as a small business it is often difficult to show off your knowledge to anyone outside your existing customer base. By using a company blog to demonstrate your product, service or industry knowledge you can gain access to a wider audience. By creating relevant and engaging posts you’ll gain trust from existing and potential clients. You’ll position you and your business as a leader and if you’re really good, you may even get invited to guest blog. Guest blogging on an already established blog can only cement your trustworthiness and status in your industry further.
3. Generate Leads & Sales
Even if your only expense is your time, you need to be paid for your endeavours. But, when you blog this shouldn’t be your main goal. If you make your posts too “salesy” people won’t read them. You should write this information in the hope that potential clients will use your services at a later date or subscribe to your email marketing. That being said B2B marketers who blog regularly receive 67% more leads than those who don’t!*1 And, if you go down to our ‘How often should you blog‘ section you’ll see B2C blogs get even better results.
4. Engaging with Existing and Potential Clients
Similar to social media, blogging gives your site’s users the opportunity to engage with you by commenting on your posts. Invite readers to comment or share their view and gain trust and loyalty with your audience. Blogging is also a great way of keeping in front of your existing and potential clients. You’re then the first one to call when they need you most.
5. Advance Your Social Network
Informative and engaging posts that include free tips, tricks and advice are gold for social media. SHARE THEM!
It’s often difficult as a business to keep your social media content interesting. If you keep offering special discounts, telling them what you’re up to or shaming a co-worker for eating a whole box of Celebrations, it’s going to get old. Your blog posts are superb to share via social networks and gain followers. Then when you do choose to post something salesy, it’s more likely to get a good response after you shared all the useful content.
Should You Blog on Your Site or on a Blogging Platform?
There are tons of blogging platforms out there like WordPress.com or Medium. Even Social media platforms like LinkedIn allow you to write blog posts. These platforms offer hassle-free blogging at no cost. That sounds great but the chances are that you won’t own or control your content. And, if you don’t have a website you’re missing out on most of the benefits above. Businesses without a website can start blogs on these platforms and may see a short-term benefit (you’re piggybacking on their websites after all). But, in the long run you’re probably best setting up your own site that you own, control and can benefit from in the future. Most website platforms have an integrated blog function which should be easy for your web admin to set up. If you have a bespoke website, it’s likely your developer can attach a WordPress.org blog easily.
How Often Should You Blog?
In short, as often as possible.
Blogging is a fantastic way to compete against big brands in your industry. And, those small businesses that blog regularly generally get fantastic results. As you can see below, the impact on indexed traffic based on company size and post regularity.
We would advise as a small business to look to post at least 3 times per month. It takes roughly 3-4 hours to write a post and back it up with stats. Any posting is a start but make sure it’s regular; there isn’t a lot of point in sporadic posting through the year! If you struggle with the time or style of writing there is a solution. With a short brief and some bullet points a good agency can write the content for you.
We’ve spent quite a while talking about B2B but as you can see B2C websites get even more traffic for their blog posts!
Schedule It & Share It!
Don’t just wait for search engines to come to you, share your posts far and wide. A great place to start is Social Media. To get some consistency and to avoid having to be there when you want to share something, we use Hootsuite. You can schedule a limited amount of posts and links to 3 social media platforms for free here. Once you’ve shared your posts on social media, share your posts with industry or local business magazines and groups. Email the editors and you might get some juicy back-links to boost your SEO or get noticed in the industry/locale.
Thanks for reading and we hope you’ve found the information in this post useful.
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- *1 – http://www.techclient.com/blogging-statistics/
- *2 – https://blog.hubspot.com/marketing/blogging-frequency-benchmarks