The Importance of Blogging for Businesses in 2021

Content Marketing

If you want to increase traffic to your website, get a reputation as a thought leader in your industry, attract new customers and increase sales and customer loyalty, then posting consistent, educational and entertaining content is a must.

There’s so many types of content you can use today.

Videos and podcasts have become the latest trendy content marketing tactics that “everyone” is doing.

But the power of blogging for businesses is not to be underestimated.

These benefits are endless and last long after you’ve first published for initial article.

In fact if you look at the top ranking articles at the top of Google searches, the majority of them are more than six months old, some of them are years old.

If you look at this top result for “SEO and Content Marketing” from Forbes, the article was written in 2018:

There are ways to go about writing blogs that work for SEO and your audience.

You can read more about how to write SEO blogs that people will actually read by clicking here.

But if you get it right, having a blog on your business can help grow online and ultimately lead to increasing sales and revenue as more customers find you and get to know your brand.

Be warned though, because more people are blogging for websites today, you have to be consistent and publish content as often as you can.

And we’re talking about content that is informational, the helps your audience find out something new or help them make an informed buying decision.

A business blog isn’t an excuse to shout “look at us, we’re great”.

Those types of blogs just get ignored anyway.

So, what are the main benefits of blogging for businesses?

 

Increased Website Traffic

One of the best things a blog can do for your business is to increase the traffic to your site.

When people search on Google they’re usually looking for one of two things:

  • An answer to a question
  • A product or service

Writing a blog gives you a better chance of getting found online for these searches because your website gets a reputation as a good source of relevant information, and a provider of products that people are looking for.

The more relevant content you produce, the more authority your website gets and the more often people will come to you when searching for something.

A blog also lets you target customers who aren’t ready to buy, but are in the process of researching.

For example, when you’re buying a pair of running shoes, it’s not often a customer will just go to a shop, find a pair they like and buy them.

Some will, but most won’t.

What they’ll do is search for the things like “best running shoes”, “top 10 running shoes for a marathon”, “how to choose the right running shoes for your stride”.

All these are questions you can answer in your blog.

You’ll get more traffic initially, and then as the customer get further down the buying journey they’ll remember you.

There’ll be a certain amount of technical SEO that goes on behind the scenes to get your blog ready for Google, but for the most part an educational and informative blog will get found and earn you trust and traffic.

 

Increased Brand Reputation

People buy from people and companies they trust.

And if you want to earn trust with customers, you need to build a reputation for your brand that goes beyond just trying to sell your products.

We don’t like being sold too. It’s why when we see a salesperson coming towards us we don’t think “oh great a person who can help me” we think “oh god they’re going to try and sell me something I don’t want and I’m not ready”.

Yes, your product and sales pages can sell your business and the benefits and outcomes of choosing you over the competition.

But your blog can provide something else. Impartial, informational and entertaining articles and guides that help the reader make a good decision for them, not convince them that they should pick you.

Look at any good blog and it’ll be full of “how to” guides, “best ways to” articles and will be full of case studies with examples of how companies and people with the same problems as you got over them.

They don’t go in for the hard sell. They inform.

This will not only improve your company’s reputation but may also improve rankings, especially on Google searches – a search engine known to reward websites that inform the public and answer consumer questions efficiently.

It is important to remember that a website or blog is always judged on first-impression, therefore it is vital that all content is original, well-written, up-to-date, relevant and targets a specific topic and audience.

All of this will not only improve your brand’s reputation but also has the potential to increase the number of consumers and conversions.

 

Reach new customers

It doesn’t matter what you sell, whether it’s pens to clothes to accounting software.

Frequently blogging for your business can get you in front of more new customers by reaching them earlier in the sales cycle.

Unless a customer knows a company that provides what they want, and trusts them, they’ll be open to buying from any company.

So when they make their initial searches online, if you appear towards the top of search results, they’ll check you out.

The more relevant terms you can rank for the more potential customer you’ll get in front of, and the more new customers you’ll win.

But again, this only works if the content you produce adds value and is relevant to the customer.

If they’re just researching a product for the first time, and your website offers no information other than your services and a price guide, the customer will look elsewhere.

However, if they find a blog on your website that is relevant and helps them, then they’ll research your company more.

If they like you, they’ll buy from you.

But you can’t reach those customers unless you’re regularly publishing new and informative content.

And for that you need a blog.

 

Reach a wider range of searches

A website without a blog has one massive disadvantage over other websites with a blog.

It’s extremely limited in the number of keywords and searches it’s able to rank for.

This is because product pages target a very narrow and specific set of keywords.

To rank, you’re relying on customers knowing exactly what they want, and that your product pages have more authority than the competition.

With a blog, you have the chance to naturally target a broader range of keywords that can draw more attention and help you appear for more searches.

A lot of this has to do with search intent. We’ve written a full guide to search intent which you can read here.

Basically what this means is figuring out what the customer wants to find by making a certain search, and creating the content to match that search.

If you don’t have a blog you can only really target intent around transactional or commercial intent – as in when a customer is nearly ready to buy.

But most Google searches fall into the other two categories:

  • Informational
  • Navigational

With a blog you can target searches when buyers are in the very early stages of making a decision and appear for more searches.

 

Increased Customer Relations

Blogging is one of the best ways to improve customer relations.

And that’s because a regular steam of informational content is the best way to gain trust with your customers.

If customers trust you, they’re more likely to listen to you, and they’re more likely to think of you when it comes time to buy.

But this trust isn’t easily earned, and you won’t get it overnight.

That’s why you have to be consistent with your blogging. It doesn’t have to be everyday straight away, something once or twice a week will be enough if that’s all you can manage.

Overtime those articles that help customers solve problems on their own, or that entertain them or help them will make you a valuable resource that they’ll keep coming back to.

Eventually, this trust will translate into sales.

 

Starting blogging for your business

At first, it may feel like a daunting task to start up a blog, especially if you feel you are not a great writer – but you shouldn’t be discouraged.

You can always hire someone to do the job for you.

Here at Paramount Digital, we can help you create the perfect blog catered specifically to your business.

Call or email us today at 01744747474 or marketing@paramountdigital.co.uk.

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