Blogging is one of the best ways that a business can connect with their customers and increase revenue, so why aren’t more businesses investing in a content strategy?
Honestly: it’s because most people don’t see the value in blogging.
Content creation is often seen as a waste of money because it can be hard to connect the ROI of blogging to sales, but below we’ll go over a few key reasons why you should be rethinking blogging for your business, and why content creation should always be included in your digital marketing strategy:
Blogging Drives Inbound Traffic to Your Website
We all know that getting visitors to your website is an essential step in encouraging them to buy from you, but how does blogging help increase these odds?
Let’s take a quick look at the ways that people could find your website:
They could type your website address into their browser. This is great, but these customers are already part of your target audience. They know who your business is already, so this doesn’t help get more traffic to your website.
You could blast people using your email newsletter list (assuming you have one). Which is well and good – but, again, these people are already subscribed to your list and know who your business is.
You could pay for traffic by buying paid ads. This can be great in the short-term, this can get expensive and doesn’t help convey additional value to your potential customers.
On the flipside, blogging regularly ensures that there is always fresh content on your website, which helps it rank higher in search engines (known as ‘Search Engine Optimization’ or, ‘SEO’).
New blog posts are indexed by search engines as new pages, which means they’ll help drive traffic to your website in organic searches.
Blogging Converts Traffic into Leads
So now you have a flow of new visitors to your website through your blog, and it’s time to start converting them into leads by adding a call-to-action in every blog post.
Calls-to-action generally include links to other types of content, known as “Lead Magnets” or “Gated Content” (depending on your field of expertise) which encourage visitors to sign up for your newsletter. This helps convert visitors into leads for your sales department, and gives you a better understanding of the types of promotions and content that get visitors excited.
Blogging Positions You as an Industry Expert
Blogging regularly about trends in your industry, publishing helpful how-tos, reviews, comparisons, and updates, may seem like a lot of work – and it is.
However, blogging is valuable work because it can help position your organization as a thought leader in your industry. Blogging regularly shows that your business is engaged, thinking actively about your field of expertise, and actively looking for ways to share that useful information with your customers.
Being a thought leader may not seem like a big deal, but when you take into consideration that 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep (Demand Gen Report, 2016) then you need to have content out there and available for consumption in order to help customers make informed decisions.
After all, consumers from both B2B and B2C markets are looking to make educated, informed decisions when it comes to making a purchase, and if your business isn’t producing the content that people are looking for, it’s likely that at least a few of your competitors are.
Alyson Shane runs Starling Social, a Winnipeg-based digital marketing agency which specializes in copywriting and social media management services. You can learn more about her business by visiting https://www.starling.social, and you can talk to her about social media, content marketing, cat memes and gardening by finding her at @alysonshane on Twitter.