The importance of blogging

marketing / content

For a business to stay seen, trusted and in the loop in the marketing world it needs fresh and interesting content.

Having a blog is essential to any website as well as keeping it up to date with unique content. Having one spot to share news, updates and opinions, means that clients and customers have a go-to place to see what you’re up to. A blog needs to provide your customer with value, whether that is educational, instruction or just interesting!

Whereas having a mediocre blog is just as damaging as not having one at all…

THE IMPORTANCE OF BLOGGING

Blogging isn’t only for influencers, it’s also a key part of a successful content marketing strategy. Being able to talk about what’s important in your industry, your own opinion on trends and topics, showing your products services and how to get the most out of them shows that you are on the ball and in the know.

A lack of blog on your website means that you’re missing out on potential sales and website traffic. Not only that but by not having a blog in this day and age it gives the wrong signals about your company. Especially for an online business. An abandoned blog leaves customers asking, is your business still alive? And, do they even care?

Martech

B2B buyers consume an average of 13 content pieces before deciding on a vendor

TURNING CONTENT INTO A SUCCESSFUL BLOG

1. Quality over quantity is true for blogging.

Producing one or two high quality, well-researched blogs that give your readers new information is much more important than posting something sub-par for the sake of posting.

TIP: Look at what’s doing well on your site and the keywords that people are using to find you. Can you create content to support that?

2. The more knowledge you share on your blog, the more reliable you become in the eyes of potential customers.

Neglecting your blog will give the impression that you have nothing distinctive to show for your products/services, resulting in a reluctance from the customer to place their trust in you. This is also the same for search engines. The E-A-T principle is a key SEO element.

3. Companies use blogs to present themselves as ‘thought leaders’.

Businesses share knowledge with their readers, as well as build trust through posting testimonials and case studies to reinforce the quality of their product or services. This process will show their potential clients how strongly they feel about looking after their customers.

4. Staying on top of your blogging schedule can be time-consuming.

Being strict with your content creation time is key. Or you may consider appointing a specialist to take control of the process can ensure the responsibility is shared. Make use of your team! It is amazing who may be up for contributing to the company blog.

5. Keep your blogs interesting and readable by adding key images, audio and videos.

If you are mixing up your content, think about everyone that may consume it. For example, if you have videos, please use subtitles. Not only for that hard of hearing but also for those that have forgotten their headphones and maybe watching on their daily commute.

TIPS & TRICKS

Make sure to include a ‘call to action’ to encourage readers to share the post, click on a link to find out more, download something or provide feedback to you directly. This will generate activity on your website, making Google happy, which is a huge tick in your business’s online presence. Not doing so means you could be missing out on some valuable chances to endorse your blog, sell products, or bond with readers.

When people read your blog, you are inevitably committed to publishing updates for those people, because they will expect it from you. Start with a content strategy, and grow personas to understand your target audience. The more understanding you have of the audience, the better your content will speak to your customers. The more they engage, the more trust they build, and therefore the more sales you will generate.

ONE BLOG – MANY USES

Writing the blog and posting it on your website is only one way to share your creativity. Creating multiple social media posts that relate to the blog or taking snippets out of it will give you more content to schedule in for a later date.

Try different types of updates at different times. Shake up the #’s to see if you can get in front of more of the audience you want. But remember views is a vanity metric. Conversions is what you are looking for.

TO SUMMARISE

Leaving your blog to go stale suggests to your audience that you don’t have the time to invest in them. Not only this, but you will also lose out on search engine rankings if you are not adding any new content to your website that compliments (not sells) your business.

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