Blogging is one way of establishing a deeper connection with your audience, and proving to them that you are a Thought Leader, and a source of relevant, factually correct information. A 2016 Hubspot survey discovered that 43% of the people they spoke with only skimmed blogs - but its estimated that at least 346 million people worldwide are interacting with blogs (be it a quick look, or reading the entire article).
Having a blog allows you to express the company’s views on matters without having to commit to any particular ethos – you can post articles that agree or disagree on a current standpoint, and ask your audience to opinionate on the subject.
It allows you to put across facts, information or opinions that add an important humanising element to the business, but may not be particularly suited to being expressed anywhere else.
What are the facts?
According to Tech Client, a recent statistic shows that by including a featured blog on your website, your chances of being ranked highly by search engines increases by 434%. The potential to increase your authority and reputation is increased by developing, maintaining and sharing interesting content. According to nymarketing.com – 94% of people will share blog content that they believe will be useful to other people; this gives it a far higher engagement rate than ‘likes’ or leaving reviews.
Will any blog do?
Creating and maintaining content can take time and money. However the potential lead generation, customer engagement and authority increases make it worth the effort. Some businesses choose to create their content in-house, whilst others chose to hire professionals.
The standard of blogging is crucial – if you are producing and promoting something that is sub-par or factually incorrect, you will damage your brand and consumer confidence in your company – people don’t just want an entertaining read (although that is important too) – they want to learn, and finding out that they’ve wasted their time on something that is not accurate is a sure-fire way to drive your audience away. According to Hubspot, 92% of businesses that blogged multiple times daily, acquired a customer from their blog.
Producing quality products that have a similar standardised ‘voice’ will actually help develop the perception and voice of your brand. Sysomos found that the most active demographic for blogging was the 21 to 35 year olds (at 53.3% of the total blogging population) – so knowing your audience is vital.
Maintaining a Schedule
Once you’ve decided on the blog content and created them, it’s important to realise that this is not a ‘one and done’ procedure – Companies publishing 16+ blogs in a month obtained 4.5X the leads than companies that published 4 or less in the same period.
By updating regularly, your audience develop a trust in your scheduling and will return to engage with new content because they know that it will be available – if it isn’t, you may start losing visitors who feel they’ve been let down.
Simply put - blog quality often!