Creating content can be a time consuming exercise, and without a clear implemented metrics system, it can be difficult to measure how much of an impact the action is having.
However, in an increasingly saturated digital market – businesses are finding that customers now have different priorities when it comes to differentiating between businesses and making their spending choices. Content that educates, informs and interests is more important than ever when it comes to capturing and maintaining positive public attention.
53% of marketers say blog content creation is their top inbound marketing priority. (HubSpot, 2017)
Here are seven ways your business can benefit from blogging:
1) Proof of Industry Leadership
When you are creating insightful and engaging content, you become a resource for your customers, engage new interest and show the world that you know exactly what you are talking about, and are the people to trust when it comes to industry experience.
2) Develops Relationships with New and Existing Customers
By using your blog as a platform to teach you can educate people on the product or service you provide. But by asking questions and encouraging discussion, not only will people be engaged with you, but your brand will stick out amongst others. Potential and new customers will feel reassured that there are resources available to assist them, and existing customers are given a platform to champion their experiences with you.
3) Creates A Point of Connection for User Generated Content (UGC)
UGC is a targeted and valuable form of advertising, people are sharing your content with other interested parties – and acting as a 3rd party marketing system. It is promotion and engagement that isn’t costing your business, and is generally seen as more reliable because potential customers have a higher level of trust in someone who has already engaged with the brand, rather than the company its self.
4) Encourages a Deeper Relationship with Customers
By using your blog to showcase your brand values, current and future projects, your customers will be able to connect emotionally with your business. The more they can understand your core values and align them with their own, the more likely it is that they will become loyal advocates.
5) Drives Targeted Traffic to Your Website
By writing and promoting blogs, you can increase the amount of traffic to your website – and it is more likely to be people who are willing to engage, and possibly spend with your company, as they have an initial interest that has seen them click through.
6) Boosts Search Engine Optimisation (SEO) Results
Search Engines are always scanning and searching for new content, the more relevant information your pages are providing, and the more searchable terms they can index, the more likely it is that your webpage will be listed higher in the search engine results – giving it a better chance of being seen and engaged with by your target customer.
7) Blogs Drive Long Term Results
Once your content is uploaded and being indexed by search engines, it will continue to do so. This means that even after the initial promotion of the blog though your social media channels is over, potential customers who are searching for webpages related to your industry will still be offered the blog as a result. Compounding blog posts make up 10% of all blog posts and generate 38% of overall traffic. (HubSpot, 2016)
By having a well presented, regularly updated and consistent blog – you put your business in a better position to be seen and engaged with, which has the potential to generate new leads and increase overall sales.