Why You Should Be Blogging

Editorial Content

A blog can be an essential piece of your marketing strategy, but it also can seem like a lot of work. The good news is, great blogs pay off. Here’s how:

  1. Quality blogging boosts search ranking. Where do you go when you have a question? Probably Google. Search engines work hard to provide the highest quality answers for searchers. If you publish detailed blog posts in your area(s) of expertise, you’ll start to fit this bill. But you’ll have to do some work to get this benefit:
    1. Your posts should be researched and edited thoroughly. Remember, quality is key.
    2. Post regularly so search engines know that you have the most up-to-date information possible. They reward this. Here are some more tips on content frequency.
    3. Maximize keywords. If you’re writing a post that’s relevant to your audience, keywords should come naturally, but that doesn’t mean you can’t help them along. Make sure your URL, titles, subtitles, meta description, and image text support the main topic of the post, aka the keywords.
  2. Blogs provide face time with customers. If you’ve gone to the same hair stylist for years, you know this one: People prefer to do business with people they like and trust. A blog gives you another opportunity to put your name, your personality, and maybe even your face in front of your audience. As readers engage with your content, they’ll get to know you and trust you. If you partner with an outside agency to write your blog posts, make sure the writers have a clear understanding of your brand’s voice and values.

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  3. Blogs provide original content for sharing elsewhere. You’ve launched a social media account, and now you face the seemingly mountainous task of populating it. A blog can help with that. Make a plan to share relevant posts frequently. You’ll populate your social feeds with valuable repurposed content, and you’ll drive traffic to your site.
  4. Blogs increase conversion opportunities. Speaking of traffic, more website visitors mean more opportunities to turn leads into customers. According to HubSpot, marketers who have prioritized blogging are 13 times more likely to have a positive ROI. Once you have folks on your site, you can offer them gated content, prompt them to sign up for emails, or create a compelling reason to contact your sales or business development teams.
  5. Blogs teach you about your audience. As your blog traffic grows, you’ll start to learn even more about your audience based on what posts perform well. This insight can guide future content, and it also can change how you communicate with customers and prospects.

What’s the next step? Building a blog following.

  1. audience
  2. blogging
  3. branding
  4. content marketing
  5. editorial content

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