In this digital age, most people are equipped with mobile devices which offer access to the internet 24/7. In fact, it’s estimated that as many as three-quarters (75 per cent) of the global population will be connected by mobile by 2020. So, it’s hardly surprising that over 409 million people globally are already viewing more than 20.7 million blog pages each month.
For businesses, blogging has the potential to penetrate a huge pool of target customers in the digital space. Whether you decide to engage an experienced freelance writer or produce blog content yourself, here are a few reasons why a blog for your business’ website could deliver a solid return on your investment.
Raises brand awareness
Research has revealed as many as 70% of consumers prefer to learn about a product or service through content than traditional advertising. This is because many modern consumers want to feel in control of their purchase decisions while they are much more likely to trust the voices of peers over salespeople.
Blog content that delivers meaningful and useful insights (not sales messages!) with an engaging and relatable communication style is, therefore, crucial to help getting noticed and nurturing trust within your audiences.
Boosts SEO ranking
With 93% of all online experiences beginning with a search engine, you can help increase your business’ chances of being found online with every blog you publish. That’s right, by creating high-quality content that includes relevant keywords for your website, Google’s algorithms will help your blog pages connect with prospective customers who are looking for the information you have to offer. What’s more, every click-through and inbound link your blog page receives contributes to enhancing your website’s credibility online.
An opportunity to improve credibility and authenticity in the market
Connecting with your market on an emotional level is an effective way to help drive a perception of authenticity and credibility among consumers. This means taking your blog content beyond the products or services you offer and delving deeper into your business’ unique identity.
Some examples might include blogs that conversationally communicate your business’ purpose, mission and goals or even share stories about how the business contributes to social change or supports charitable initiatives – anything that shows a more human side and shifts the focus from driving sales.
Promotes shares on social media channels
By regularly producing high-quality, relevant blog content, your business can be perceived as a credible thought-leader within its industry. What’s more, when individuals see real value in your content, it’s more likely they will want to share among others in their network.
Blogs can be easily shared via social media channels such as LinkedIn, Facebook and Twitter, which could do wonders for raising brand awareness outside the confines of your Google ranking.
Educate and inform about products
Depending on the type of products or services you offer, it’s not always easy for prospective customers to determine a business’ unique value proposition up front. So, blogs can be an ideal way to ensure prospective customers are equipped with all the information they need to make an informed purchase decision.
To be most effective, educational blogs should demonstrate an understanding of who the target customer is, how your business’ products or services work for them and anticipate any questions prospective customers may have.
Blogs can be repurposed
If you’re going to the effort of producing a few hundred words of quality content (or even a short video), why stop at your blog page? Indeed, blogs can be a great foundation for a range of other marketing activities.
For example, why not extract and share some key statistics or messages via your social channels? Or, try converting some of the more insightful and educational posts into a useful ebook or infographic. The more informative and conversational blogs could even be converted into some eye-catching email marketing. However you decide to use your blog content, keep an open mind to other marketing opportunities to repurpose your content.
So, if you haven’t already, why not introduce a few creative blogs to your business’ website? Done in a meaningful way, the potential benefits of a blog on your website can be limitless.