Your company blog acts as a hub for customers and prospects to grasp a stronger understanding of what your business is about and how you can meet their needs. Company blogs often account for a majority of a website’s traffic, which often translates into more conversions and sales. For instance, “B2B marketers that use blogs get 67% more leads than those that do not,” according to Hubspot.
If you’re unsure of how a blog can benefit your small business, here’s a quick look at 5 reasons why a company blog is a great idea.
1. Earn backlinks to your website
“Websites with a blog have tend to have 434% more indexed pages.” This alone gives you more opportunities to be found in active online searches. When you are found early and often, other high quality websites have a chance to link back to your blog. Google then recognizes that a third-party reputable site has used your content as a source and this builds SEO trust (improving your search engine index ranking for SERPs).
Keep your company blog current and share content on newsworthy topics that affect your industry and your ideal customers. As topics are searched, the content you produce will fuel your SEO. Ranking well on any search engine is a result of acquiring authoritative links from top websites, which will be a lot easier to do if you are writing about highly searched topics.
2. Share new news to fuel word of mouth
A lot of companies use their company blog to share new news, awards and recognition, work they are doing for clients and their impact in the local community. You should do the same!
There is nothing customers love more than seeing how your brand is making an impact. It solidifies trust and empowers them to become word of mouth ambassadors for your brand by sharing their experiences and reviews with friends and peers.
3. Gain free PR
Reputable media outlets run stories with fresh stats and sources on their websites. Your latest white paper, case study, trend report or creative blog post could be picked up by media outlets completely free of charge. Create blog content that is easily shareable and share it often on social media.
4. Get recognition on social media
If you regularly churn out great content on your company blog, automatically share it on social media. Social media platforms offer a great way to get your content picked up and shared with a larger audience than you could reach alone. As your content is shared more on social media, there is a higher chance you’ll become more recognizable which could generate new leads and paying clients.
Don’t forget to include great visuals. “These days, failing to illustrate your content with suitable images is practically a criminal offense.”
5. Provide a helpful resource
Your company blog presents a great opportunity to address common customer questions about your services or products. Many customers don’t want to ring your customer service line or email you to ask a question. Instead, they’ll move onto a competitor that makes the transaction more seamless and empowering. This is why a company blog is a great place to publish regular Q&As.
For example, if long tail keyword research shows people are searching for the phrase: “Are X products good for the environment?”, then create a blog post titled 5 Reasons Why X Product is Great for the Environment (simple and effective).
Paul Hunter is the Marketing Manager of Liberty Marketing, a specialist digital marketing agency in Cardiff. As well as being responsible for the overall marketing strategy for the agency, he works with key clients such as Universal Music and Admiral.