Most people don’t enjoy writing, so when we recommend blogging as a way to improve business, we’re often faced with the reply, “but does my company really need a blog?”
Our short answer is yes. Blogging isn’t just a task to keep your fingers busy. When done correctly, it has important advantages. To name a few:
Improve Your SEO
Last month, we covered the importance of SEO. Maintaining a blog on your website can help improve your SEO results by increasing the presence of certain keywords and phrases on your website. Having fresh, compelling content on your website, can also bring in more visitors, expediting your website’s climb in search results.
Establish Yourself as a Thought Leader
A blog is a great way to establish yourself as a company at the forefront of your industry. Writing about subjects or events that are relevant to your services or products helps to show potential customers that you are ‘in the know.’ It also keeps your website from getting stale, keeping your current customers coming back for more. We believe, based upon a patent that Google was granted in 2003, that “Fresh Content” may impact search results.
Gather More Leads
Each new blog post is an opportunity to gain more customers. Each topic may strike a chord with additional people who want to learn more about your service or product. By placing a call to action at the end of each blog, you are giving them a quick and easy way to identify themselves to you. That call to action might be signing up for a newsletter, downloading a free e-book, or contacting you directly.
What to Keep in Mind
For a blog to truly make an impact, it must be both well written and well maintained. It will take time, both in terms of brainstorming topics and actually writing the content. But when done correctly, the return is worth it.
Also, if possible, each piece of content should be able to stand alone, and also be part of a series that can be easily incorporated into an eBook. To aid in reading, subtitle each section of the blog so that readers can quickly find what interests them.
If your company does not have the bandwidth to maintain a blog, there is always the option to outsource the work to a marketing agency (such as ours!). If you’d like assistance creating or maintaining a blog for your company, let’s talk.