In the digital age, establishing a strong online presence is crucial for businesses of all sizes. With search engines like Google serving as the primary gateway for customers seeking information, it is imperative for companies to rank high in search engine results pages (SERPs).
One of the most effective strategies to achieve this is by maintaining a business blog. Not only does a blog enhance a website’s visibility, but it also serves as a powerful content marketing tool.
In this article, we will explore the reasons why having a company blog is essential for both achieving top Google rankings and maximizing content marketing efforts.
Blogging Increases Website Traffic
As you should know, getting traffic to your website is the first step to leads and conversions.
Let’s start with some statistics to show the benefits of blogging regarding website traffic.
HubSpot conducted interesting research concerning their clients. They analyzed data from 1,531 customers (mostly small- and medium-sized businesses).
795 of the businesses in their sample were blogging, 736 weren’t, making the groups similar in numbers. However, were the numbers similar concerning marketing results?
Source: HubSpot Blog
As shown in the diagram, companies with blogging efforts generated 55% more website traffic than the sample that didn’t blog at all.
Another great example is Ahrefs. With blogging, they got 1136% traffic growth in three years (starting from 15,000 monthly visitors). For two years, they were posting two blog articles per week and then minimized the efforts to just one text a week.
Blog Articles Facilitate Social Media Exposure
According to the Content Marketing Institute 2022 Report, the top 3 types of content B2B companies use are social media content (95%), blog posts/short articles (89%), and email newsletters (81%). It goes without saying that these online marketing activities bring numerous benefits.
Besides social media presence, creating well-written, high-quality content generate customer engagement. The blog content can be shared on various social platforms, increasing brand awareness and giving you free exposure to potential new customers. But that’s not everything.
When it comes to social platforms, blogging can also save you time and money. Instead of hiring a social media content creator, you may post a lead of your fresh blog post and then support it with a link to a full article.
This strategy is used by Overgear, one of the top websites offering goods in MMO games. And it helps them generate pretty good engagement rates.
Blog Posts Personify Your Company
The official brand websites usually provide customers with raw information regarding updates, company news, discounts and so on.
Business blogs, however, are more flexible and make space for creativity.
Through blogging, you may educate customers and show them your brand’s personality, who you are, and what values you’d like to share.
To do that, your writing may include some humorous elements, such as memes, wordplays, or pop culture references. That way, your content will receive a human face and become more relatable and approachable.
Blog Establishes You As An Industry Expert
By creating educational content on your blog, you boost your position on the market, heading towards the title of an industry expert. At a certain point, readers seeking knowledge and advice will be coming back to your website for industry expertise.
Making your blog a reliable information source should be one of the top priorities in the digital content marketing strategy.
Think this way – if customers trust you, they also trust your product. That being said, becoming an industry expert will increase brand loyalty and convert into sales – why should customers look for goods elsewhere if they have confidence in the quality of your services?
Additionally, having the opinion of an industry authority translates into even more traffic to your website. Other companies will link to your blog posts, increasing your visibility on Google and other search engines.
Blogs Are Cost-Effective
According to HubSpot’s research, marketers prioritizing blogging are 13x more likely to enjoy a positive return on investment.
Blogging isn’t free; you have to hire copywriters and Search Engine Optimization specialists to get that organic traffic going. However, it’s still relatively cheap when compared to other marketing channels.
We have already analyzed the example of Ahrefs blog in one of the previous blog posts. Ahrefs revealed the amount of traffic their blog generates from organic results and calculated the costs needed to generate the same traffic through PPC campaigns.
Perhaps unsurprisingly, It turned out that hiring a copywriting team was far more cost-effective than if they wanted to get the same results with PPC.
Additionally, texts containing universal information, advice, and tips are timeproof. Therefore, evergreen content grants you a top spot on the search engine result pages for way longer than a paid ads lasts. This helps expose even small businesses with limited resources, translating into conversions and engagement of both existing and new customers.
For details, check the section “What Are The Benefits Of SEO” in our text Is SEO Worth It For Small Business? We Believe So.
Blogging Boosts Your SEO
Google notes more than 3.5 billion searches every day. And that’s the good news.
Well, the bad news is that…there are 1.2 billion websites across the world competing for users’ attention.
Your business needs SEO to stand out from this huge crowd. And blogging is a fantastic SEO booster, as it does the following:
- ensures that your website has fresh content;
- increases time on site;
- creates opportunities for long-tail keywords;
- is great for internal linking.
Blogging is also a great SEO opportunity for every small business out there. Having your landing page optimized for specific keywords may not be enough. Your competitors with higher domain authority likely aim at the same keywords. With blogging, you may focus on less popular keywords, still attracting the desired target audience.
Blogging Is Another Channel Of Communication
Blogging provides opportunities to write about your products or services and collect feedback directly from people.
Let’s say you have created a blog post about the best gaming keyboards available on the market. If the readers share your opinion, they will show that in the comments by saying: Hey, I have had a great experience with keyboard X so far, good job!
However, some readers may disagree with your choices, and that’s fine. It gives them even more reasons for commitment, as they’d like to tell you why they have a different point of view.
The Guardian Gaming Blog contains a post titled “The Six Best Retro Consoles For Modern Gamers”. Below the text, we may see two-sided comments generating extra on-site engagement.
Company Blog Helps Build a Sales Funnel
One compelling reason to start blogging is its ability to help build a sales funnel. Let’s take the example of gaming keyboards to illustrate this concept.
A company blog dedicated to gaming keyboards can create content that drives organic traffic of potential customers who are passionate about gaming. By creating informative and engaging articles, tutorials, industry trends, and reviews, the blog establishes the company as an authority in the gaming keyboard niche.
This, in turn, captures the attention of readers and nurtures their interest in the company’s products. As a well-written blog builds credibility, it can seamlessly guide visitors through different stages of the sales funnel, from awareness to consideration and finally, conversion. By educating and engaging potential customers, corporate blogs effectively cultivate leads, boost brand loyalty, and ultimately drive sales.
Let’s dive deeper into blogging for business can cater to different stages of the sales funnel through examples of blog posts related to gaming keyboards.
Awareness Stage
At this stage, potential customers may be exploring their options and looking for information about gaming keyboards. A blog post titled “The Essential Guide to Gaming Keyboards: A Beginner’s Overview” would be perfect.
This article could provide an introduction to gaming keyboards, highlighting their benefits, key features to consider, and different types available. By providing valuable insights, the blog post helps raise awareness and capture the attention of individuals who are just starting their research.
Consideration Stage
In the consideration stage, potential customers are evaluating different gaming keyboards and comparing their options. A blog post titled “Top 5 Gaming Keyboards for Competitive Gamers” would cater to this stage.
This article could delve into detailed reviews of the company’s top gaming keyboards, highlighting their unique features, durability, and performance. By showcasing the company’s products and emphasizing their value, the blog post helps potential customers narrow down their choices and develop a preference for the company’s offerings.
Decision Stage
Once potential customers have narrowed down their options, they enter the decision stage, where they are ready to make a purchase. A blog post titled “Why Our Gaming Keyboards Are Worth the Investment” would be highly effective here. This article could focus on the specific benefits and advantages of the company’s gaming keyboards, such as programmable macros, customizable RGB lighting, or ergonomic designs.
By highlighting the unique selling points and explaining how the products meet gamers’ needs, the blog post reinforces the decision-making process, instills confidence, and encourages potential customers to convert into buyers.
Final Thoughts
Having a company blog can undoubtedly increase the power of your marketing tactic. It will help you establish better relationships with your audience, boost your authority, and improve your website’s position in search engines. However, keep in mind that business blogging requires time and consistency, which is worth its time.
If you are looking for experienced specialists to help you with blog posts or any other form of relevant content, feel free to hit us via the contact form on our website.
FAQ
How Can Companies Benefit From Blogs?
Blogs help companies in various ways, including:
- Increasing traffic;
- Securing a spot among industry leaders,
- Boosting social media marketing and presence;
- Supporting SEO strategies;
- Connecting the brand with existing and potential customers;
- Personifying the brand.
Do Bloggers Earn Money?
Bloggers earn money from various sources, namely:
- Ads in articles;
- Affiliate links;
- Memberships;
- Guest blogging;
- Conversions that come from traffic and more.
What Is A Good Blog?
In short, a good blog is one that skillfully combines the frequency of posting with the quality of content.
SEO enthusiast and digital marketing strategist. My expertise lies in optimizing websites for organic traffic growth and search engine visibility. I carry out, among others, SEO tests, keyword research and analytical activities using Google Analytics. Privately, he is a lover of mountains and bicycle trips.