Blogging and content marketing seem to be all the rage these days, and marketing data clearly shows that blogging directly correlates to better business results. In this post, we’ll get in to the details of how that happens, and what benefits blogging can have for your organization.
Blogging Increases Website Traffic
The biggest point here has to do with search engine indexing. Search engines (like Google) love to see websites with fresh, relevant content. The more a website is updated with new content, the more relevant search engines see it, and the higher the website will rank. (There are several other factors that go into search rank, and I realize this is a bit of a generalization, but it gets the point across.) Since most organizations don’t regularly update most of the content on their site, the best (and easiest) way to publish new and relevant content is to blog. Every time you post an article, that’s one more indexed page that search engines can identify.
When you post a blog article, it’s important to remember that incremental reach can be huge for your company’s exposure. It’s important to utilize your social media presence (even for B2B companies) as a promotional tool to gain that incremental reach and additional traffic. We use this method here at Masuga as a part of our own Inbound Marketing strategy, and saw an increase of over 220% over the course of just a single month.
Everybody Wants More Leads
Ultimately, your website is a sales and lead generation tool. It’s an always awake, 24/7 salesperson that is eager to capture potential client contact information at any time. That being said, if your website isn’t generating leads for you, then it’s time to take a hard look at your digital strategy to assure that it’s not only generating traffic, but optimized for conversion so you can capture leads properly.
Now, every single blog post that you write is a prime opportunity to capture new leads. All you need to do is add a clear call-to-action to your blog posts.
Often, these calls-to-action, or CTAs lead to offers for free, quality content such as an e-book, infographic, webinar, or a free trial to a product or service. In exchange, the user gives their form of currency (contact information) and is given access to the content. The process works as follows:
- User visits website
- User sees CTA for a free offer
- User clicks the CTA and gets sent to a landing page containing a form to fill out with their information
- User submits their information, and receives the free offer
The best part about these types of CTAs is that they work, as long as the offer presented is relevant to the post. Chances are, if you’re reading about why your business needs to blog, you’ll likely be interested in what inbound marketing has to offer, and how it can benefit your business.
Become a Thought-Leader in Your Industry
The best blogs have one primary goal: to answer questions and solve problems that their customers have. Businesses that create content that is consistently helpful to their customers, typically see those same customers coming back to their website again and again. Why? Because in their customer’s eyes, they’ve gained a certain level of clout, and are viewed as a thought-leader.
There have been times where our prospects here at Masuga have had questions regarding a project, and we’ve pointed them directly to a blog post, CTA offer, or book that we wrote to answer the question. How powerful is that?
So, the prospect has spent time on our blog educating themselves on the industry, our company, and process. When it comes time to speak to the prospect, they’re much more educated and further down the funnel compared to a cold lead. On top of that, they will typically trust what we have to say, since we’ve really been helping them all along through blog posts.
Blog Articles Keep Working For You
Here’s what I mean: Say you write an article, and send it out via email to your targeted list and social media accounts. And initially it gets a ton of traffic to your site, but then starts to slow down after a bit. That’s OK, and it’s typical. The good thing is, the page is indexed by search engines, so you’ll continually see organic traffic from these posts, even months down the road.
In fact, our best performing blog post to date is several years old, and still ranks at the top. It’s a prime example of how blog posts can compound over time and help drive scale to a blog. As a marketer, it's great to put an hour or two of work into a post, and see return from that time investment months and even years down the road!
So there you have it. The marketing and sales benefits of blogging for business. Hopefully this article proves useful if you're considering starting a blog for your business, or need to explain to a customer or colleague why it is important.