Have you ever wondered why so many of the websites you visit also have a blog? It might seem strange. After all, what does a car repair shop really have to blog about? Is anyone actually reading this content? Once you understand why blogging is important for your business, it’ll all make sense.
Blogging is much more than a fun pastime these days. Today it’s a viable way to expand your online presence and improve customer relationships. A blog opens up possibilities and stimulates growth. It could even end up being quite profitable for you down the road. Here are just a few ways that blogging can benefit your business, and some tips to make sure you get the most out of your blog.
5 Reasons Why Blogging Is Important for Businesses
1. Increase Website Visibility by Blogging
The main objective for most blogs is to lure more people to your sales page. While your sales page is probably your highest-ranked search page when your business name is used, that’s now how new customers come across your company. New business generally starts with a search for a service or product. Hopefully, your page shows up in the results.
But once a customer has settled on a product or service, they tend to search around it, too. For example, if you’ve decided that you want to buy a mechanical keyboard, you’re probably going to start searching for information related to keycaps and switches. Dozens of subtopics reside beneath just those two facets of keyboards.
Your sales page can’t cover all of those topics in one place. This is where the blog swoops in and saves the day. You can write about all of these issues and discuss specific points that your audience might be searching for.
Blogging Best Practices
Always remember to optimize your content for SEO. Use Google Trends or other keyword research tools to help you identify topics that people are interested in. Pay attention to when those topics spike on the charts. Some topics are highly seasonal: the aforementioned mechanical keyboard tends to get more attention during the back-to-school season and right before Christmas.
Maintaining a steady post pattern is important for search engines also. You should post the same time of day on the same day every week. Be consistent so your readers know when to check back in and the algorithms know when to promote your page. If you’re not sure if you can keep up with the demands of your blog, reach out to us to get some extra support.
Make sure you look at what your competitors are up to. If they’re also blogging for views, analyze their content and see how you can differentiate yours. Remember, you want your content to benefit the user. Is there something the other site left out that you think readers need to know?
2. Show a Different Side of Your Brand
A blog is a great way to help people see your business from another angle. You can usually lighten up the tone of a blog compared to your sales page. While you might be more buttoned-up and reserved normally, you can unbutton your collar and speak more freely in your blog posts.
You can tell stories and recall little anecdotes that would be appropriate to write about in other formats. Maybe you share some of the history of your company in your blog while you discuss a topic. Or, you recount one of your most epic failures.
Blog readers look for genuine content. Keep it real and honest. You can’t always put content like that on your landing pages or in your product and service descriptions. That’s why blogging is important for your business: it gives you a space you otherwise wouldn’t have.
3. Address Concerns Faster
Blogs can also be useful for dealing with your company’s mistakes. You can take advantage of the fact that people expect a more down-to-earth attitude from your blog. You can open up and honestly explain what happened and how your company will make sure the problem doesn’t return in the future.
A good example comes from Netflix. Once upon a time, Netflix shipped DVDs directly to consumers as its core business. When the company decided to prioritize streaming services, they split both the DVD shipping and streaming sides of their business into two separate billing options, with an increase in cost for the consumer.
After the outrage, CEO Reed Hastings used the company blog to own up to the mistake and acknowledge customer concerns. Netflix didn’t collapse as a result of this questionable decision because they responded to the backlash immediately through an appropriate channel. Your blog can act as a safety valve for when things go wrong.
Don’t Just Apologize: Prevent!
Your blog shouldn’t just be a space where you clean up your messes. It’s also a great place to talk about your company and ask customers what they would like to see in the future. You can write about product or service ideas, or changes that you’re considering. Gauge the response that you get from your post and use that information to guide your decision-making.
Even though the old saying tells us that it’s easier to ask for forgiveness than ask for permission, people are less likely to be outraged when they’ve been given a heads up. When an announcement is no longer a surprise, they have time to process it.
4. Encourage Engagement Online
Besides feeling out the crowd’s attitude towards changes in your business, you can also use your blog as a community space. Comments on blogs are often disabled, but this is a big mistake. You need to make sure you have a solid commenting platform installed that will filter out spam and validate users, however.
But once your blog is set up properly, you can use this space to engage your audience and get them buzzing about your latest offerings. Announce new products and services or preview new features to get the hype going. Harmonize the messaging from your blog with content from your social media accounts for maximum effect.
5. Create a New Revenue Stream
Another reason why blogging is important is that it can actually generate revenue for your business! Content marketing takes a while to get going, but once it does, you could see serious income start to come in each month. You can make money by blogging, but you have to stick to it. It can take a couple of years for a blog to reach profitability, but once it does, you’ve got a steady stream of passive income.
That’s why so many businesses invest in ghost bloggers or reach out to a content writing agency. When you do this, you own the content forever. Your investment pays off over time once that ad revenue starts to arrive. But it’s not just Google Ads that can bring in some extra coin.
If your blog grows enough, you might find sponsors reaching out to you. Sponsors will ask you to write about how their product or service can help your customers. For example, if you run a blog for expats in Mexico, a local airline might ask you to write about their services. It’s a good fit, and will still be useful for your customers.
Reap the Most Rewards From Your Blog
It’s easy to see why blogging is important for modern businesses online. What’s not so easy is keeping up with the demands of your blog. You need to post regularly and never miss a date. You have to do research to find keywords and craft quality content every time.
If you don’t have the time for that, or just want to make sure that every post is a hit, then contact SteadyContent today. Our team of ghost bloggers can run your blog and put it on permanent autopilot. You’ll get great results every time.