As a business owner or marketer looking to make the biggest impact from your marketing efforts, you’ve probably questioned the return on content creation for your website. While you can quickly accomplish some goals (such as generating social shares and brand mentions), other goals and benefits can take longer to achieve. A blog can be a powerful asset for your company when done well. If you are still questioning what you can get out of your blog, here are five ways your company can benefit from a business blog.
Blog posts are a great way to show in-depth knowledge of your particular product or service. To successfully do this, your blog should provide value to your customers. This could mean sharing updates on products or your industry, answering potential customer questions, or discussing what sets your company apart from others. If customers can find answers to their questions or learn more about the industry from your blog, then you’ve shown some of the value your company can add in fulfilling their needs and, therefore, have taken a huge step in earning their trust. And if you expect consumers to spend their hard-earned cash on your product or service, you better do everything you can to earn that trust. Writing easily understood business blogs with relevant content can be difficult at times depending on your industry. I encourage you to check out our blog post about writing to your audience for some pointers.
From a search engine optimization (SEO) perspective, the more blog posts you publish, the more indexed pages in Google’s database your site has. With more pages indexed, Google will be able to better understand the purpose of your site and drive more relevant traffic to it.
Your blog can help improve your SEO performance in more ways than just helping Google comprehend the purpose of your site. One powerful use of blogging can be to boost pagerank for important product or service pages on your site. You can do this by inserting relevant internal links in your blog to these pages. Internal linking directs search engines to important pages on your site and helps to pass some of the page rank between linked pages on your site. This isn’t a guaranteed page rank booster or an overnight process; like many things in SEO, it is a long-term strategy, but it does help to show search engines which pages you believe are important.
At Marketing Mojo, we follow the practice of internal linking and have seen several pages for both clients and our site climb in rankings after implementing internal links. In one case, the web page we targeted with internal links was the only page in the top five without a third-party backlink. I am not claiming internal links from blog posts were the sole reason for this ranking, but there appears to be a correlation. As a word of caution: Do not to overload blog posts with links. Linking back to your target page once per post is sufficient; otherwise, Google might consider your excessive linking spammy.
As your blog grows and you cover a wider array of topics, blog posts will appear on more search engine results pages. This is important because clicks from these search result listings will grow your audience and increase company awareness. Most of the searches that trigger your blog post to show are topical, non-brand related searches. These topical blog posts will bring in potential new customers who might not have heard of your company before as compared to someone who is actively searching for your brand.
When you produce high-quality content for your audience, other bloggers will likely link to your content as a valuable resource. Gaining referral traffic, visits to your site via a link on another domain, to your blog can be a great way to expand your blog audience and potentially capture more blog subscribers. Another great way to generate referral traffic is to write guest posts for leading industry blogs. But, you should be selective about where you invest your time and publish your helpful content. While you might assume that the more links you receive, the more referral traffic you will receive, and although they tend to be positively correlated, many other factors play a part in referral traffic, including:
Each blog post you write is another opportunity to attract a potential consumer. Blogging enables you to expand your reach in search engine result pages (SERPs). The more articles you write and topics you cover, the more search queries (or keyword phrases) your blog posts will rank for in SERPs. To ensure you are driving the right traffic from search, thoroughly research your keyword phrases for both volume and search intent.
Sharing your business blog posts on your company social media channels helps drive more traffic to your site. By doing this, you also create another touch point for your customers or potential customers. Sharing through social media and increasing audience engagement will strengthen your brand awareness. If you have done a good job with the blog post itself, then the increased traffic you receive from social media views will also improve your brand authority as well.
Shares, likes and comments are all great things for your blog posts, but at the end of the day, your business blog should drive new leads to turn into new customers. Blog posts can be a great way to directly generate new leads or nurture current leads.
To build new leads, your blog should provide value to the customer, as previously mentioned. So you’ve created great content that answers customer questions and provides valuable insights—do not stop there. You should always try to include a call-to-action (CTA) on your blog post. Offering free downloadable content or a newsletter signup are common call-to-actions featured on blog posts. The intent of the CTA is to capture an email or phone number that can turn that visitor into a lead. From there, your sales team should evaluate and follow up on the quality leads.
Consumers rarely, if ever, convert on your site after one interaction. HubSpot shared this stat on the number of customer interactions it takes before they convert.
This stat shows why it is important to create multiple opportunities for customer touch points. When you share your blog post through social media and provide internal links and call-to-actions in the article, you will be well on your way to reaching that average and turning that lead into a customer.
Retargeting your website visitors through advertisements is another great way to generate and nurture leads. Retargeting ads allow you to target visitors of your blog or even specific URLs that are not on your website, enabling you to market specific content to your audience based on their online behavior. Let’s say that you run a catering business. You could use retargeting ads to follow users who read your post about “How Much Should Catering a Wedding Cost?”. Given that these readers are likely budgeting for a wedding, they are more likely to consider your services than visitors of your “Horror Stories from the Catering Business” article. You can use retargeting ads to encourage these blog visitors to convert on a form for a special offer (checklist, template, coupon, etc.), nurturing them along the buyer’s journey.
Creating quality content can be very time consuming, but it is a powerful tool when performed correctly. If your company is looking to start its own business blog or wants a consultation on areas to improve on for your existing blog, Marketing Mojo has the talent and expertise to help. Our content marketing team would love to help, so don’t hesitate to reach out so we can help your company maximize your blogs lead generation!
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