It’s no secret that  those considered ‘Titans’ in their industries  implement blogging as a fundamental part of their marketing strategy. And why wouldn’t they? Statistically speaking, businesses who blog generate roughly between 67% to 88% more leads per month than businesses who do not! Blogging can be used to assist your business and brand stand out amongst competitors. and focus on your niche. Isn’t it time you considered blogging an essential part of your business too? 

So, What Is a Blog?

‍Blogging initially started as a personal online journal for individuals who wanted to share stories and build a personal brand. Blogging has now become a crucial element in many marketing strategies and is used to capitalize on various marketing channels. Businesses implement blogs in order to  share valuable information and updates occurring within a particular industry, on a regular basis. These usually take the form of short articles, press releases, or guides posted on the blog section of a website. Now that we have a general idea of what a blog entails, why is it good for business? Consider the below. 

1. Builds Relationships with Your Audience

‍Blogs are considered to be an open source whereby individuals are able to connect with your business on a more intimate level. Your target audience will be able to understand the various intricacies and complexities of your business through the relative information your blog provides. Blogs have been proven to increase engagement and build rapport with your viewers. Blogs are generally an open, interconnected source whereby viewers are able to comment and provide feedback regarding your post. This will yield long term results as your business can engage directly with viewers and address any questions they may have regarding your business. Trust is everything!

2. Increase Traffic to Your Website 

‍Frequent and consistent blog posts that are content rich and informative can positively  impact the amount of traffic to your business page and website. Your business blog channel works cohesively with search engine results, so the more you blog, the more visible your business becomes. With an influx of new traffic, your business has the opportunity to convert visitors into potential clients and finally, fully fledged customers. Blogs are also seen as part of the essential strategy toolkit when generating new business leads – many businesses implement a CTA (Call To Action) within their blog posts in order to target readers that are caught up in the moment, dramatically increasing the chances of conversion.       

3. Content for Social Media 

‍Should individuals find your blog post informative and relevant, your blog can easily be shared across various social media platforms which in turn increases the probability of your business being discovered through other social channels. Content created and used in your blog can also be posted to various social media platforms such as LinkedIn or Twitter. The simple existence of this content will save time brainstorming ideas for new social media posts as comments and interactions will organically form the pathway towards new topics and conversations, based on what your audience has told you they really care about! This allows your business to strengthen its social reach to a wider target audience and as mentioned in the first point, drive a larger influx of new visitors to your website.   

The Importance of Being Regular

In the beginning of this post, we mentioned that  sharing valuable information and industry  on a regular basis is the key to a successful business blog. But why is the regularity of the post sequence so important? Outside of appeasing the almighty algorithm, businesses that deliver their blogs at regular intervals build a deeper sense of trust with their audiences more quickly than others for 2 reasons. Firstly, a regular blog ensures that the audience is having their unconscious expectations about that blogs' delivery timeline met, creating and then reinforcing the idea that the business cares about that customers/ audience members needs and educational development in this area. Secondly, regular blogging allows the reader to check in or out of the conversation at any point, safe in the knowledge that your business blog will always be there to deliver valuable information that they can then choose to engage with, and hopefully act on, when the time is right.