Do I need to be blogging for my business?
Don’t worry; I’m not going to draw this out. Yes. Your business needs a blog. Whether you’re a restaurant, a cleaning company or an advertising agency. You need a blog. Here are seven perfectly good reasons why:
1. It’s a source of organic traffic
Inbound is the buzzword for 2018. It’s still not nearly as notorious as Content Marketing, but it’s up there. It’s important because it’s like the holy grail. People’s jobs depend on it, and if you can master it, you’ll be worshiped. If you can master organic inbound traffic? You are all powerful.
Every time you publish a blog post, a new page is added to your site, and the Google bots index it. Which makes it another page that can show up on a google results page, another page you can rank for and another page you can drive organic (Aka. free) traffic from.
60% of businesses who blog acquire more customers
2. It converts visitors
Make it a useful post and add the right CTA at the bottom, and these readers are closer to becoming customers. (cough cough…. see the bottom of this post for a cheeky example…cough) More than 60% of businesses who blog acquire more customers, according to a HubSpot survey.
3. You can convey complex information
You can only do so much with the pages you have on your website, and they have their own purpose in life. Having a blog means you can supply in-depth answers to questions your potential customers are asking. Forget the static FAQ page, invest in a blog.
3. Instill trust and prove you’re an expert
Yes, it’s also a place where you can show off. You’re the expert in your industry. Prove it on your blog. Make it impossible for readers to choose a competitor. Nobody could possibly know more than you! Knowing so much about what you do will also build up your level of trust with your readers.
4. It fuels your content strategy
A blog can be the home for your content that you can then share on your other social media channels. It gives you a reason to gather email addresses and send weekly/monthly newsletters. That’s a blog, social and email strategy in one.
5. It gives your company a voice and a personality
You can tell your brand story here, which helps with the trust reason above. You can introduce team members here, bringing that human element to your content strategy. You can host User Generated content here, empowering them to tell your brand story themselves.
7. When done right, it is evergreen content that keeps on giving
A blog post I wrote for a travel blog about cool things to do in Dublin was published recently, and while it’s already doing a stellar job performance wise, I know the real benefits are yet to come. The more it’s shared (which it is), the more it ranks, the more it’s found organically for people wondering what to do when they visit Dublin. Here’s how I expect it to perform over the next year, thanks to HubSpot.
It’s one of the most valuable tools a business of any size has at their disposal. And it’s an easy win. If you know your business, blogging should be easy. If you don’t have time, you can hire people to keep your blog updated with relevant content.