Did you know that it was estimated in 2016 that by the end of this year, 51% of all companies would have an executive in place that directly oversees their company’s content marketing strategy?
The truth is, content marketing works. And more than ever, people with business websites of all sizes are realizing this. In fact, all of the most successful businesses already know this and take advantage of including high quality, written content on their website to engage new customers, convert more sales, and drive revenue.
It can be hard to publish valuable blog content on a regular basis. Especially if you are trying to run a growing online company. However, while it can be difficult to justify spending time crafting blog content for your website, it is not difficult to see the benefits of doing so. That’s why today we are going to take an in-depth look at what exactly content marketing is and the top reasons why your website needs a blog now.
Seeking more readers or an increase in sales, there are so many benefits that a blog can have for you.Click to tweet
What is Content Marketing?
In short, content marketing is the process of creating and sharing high-quality, free content with others. Killer content published on your website not only establishes you as an authority in your industry, it helps build strong relationships with your readers and increases online sales.
This content can take many forms:
- Blog posts
- Case studies
- Slide decks
You do not engage in content marketing for the sole purpose of promoting your company or brand, much like advertisements do. Rather, content marketing is for garnering interest amongst your target audience and drawing them to your website to see what you have to offer, but in a valuable-added way. Moreover, the content you publish should be informative, consistent, and should encourage your site visitors to take action.
In the end, the goal of content marketing is to inform, entertain, and engage your site visitors, while also promoting your content, products, or services. Ultimately, with a strong content marketing strategy in place, you should be attracting new visitors regularly, turning them into customers, and retaining them as loyal followers.
Top Reasons Why You Should Have a Blog on Your Business Website
1. Increased Brand Awareness
Have you ever noticed that some of your website’s pages rarely, if ever, change in terms of content? If the answer is yes, then you may also realize that once a site visitor views these pages, there is no reason for them to return because there is nothing new to learn by doing so.
Unfortunately, this may be harming your efforts of attracting visitors and turning them into loyal customers. Additionally, this lack of new and fresh content is also harming you in terms of SEO optimization.
That’s why having a blog on your business website is so important.
In addition to the static pages you have on your website, it is essential you publish new blog posts to increase your chances of being found by new people and encourage those who are familiar with you to check back and see what’s new. You see, every time you publish a new blog post on your website, major search engines crawl and index your website. This helps you rank higher in search engine results, gets you found by more people, and helps build your authority as a reliable and trustworthy brand.
2. Drives Traffic
Relying on organic traffic to boost your online sales or build your email list is ineffective, to say the least. Sure, some organic traffic will land on your website and be happy they did so. More so, they may even subscribe to your newsletter or purchase a product or two. But the truth is, incorrectly typed URLs, costly advertisements, and weak keyword searches may bring the wrong types of visitors to your website.
However, one of the best ways to drive the right kind of people to your website is by incorporating a blog into your website that is SEO-optimized. For example, you can fill your content with strong keywords for getting found in search results and ranking higher with the likes of Google and other search engines.
In addition, build upon your blog’s content and expose your brand to more people by integrating your social media channels directly into your blog. Check out how social media plays a role in boosting site traffic:
- Include social media share buttons so site visitors can share their favorite blog content with those they know
- Automatically share new blog posts on social media channels to attract site visitors
- Repurpose old blog content on social media
- Build relationships, interact with followers, and encourage dialogue with your target audience
In the end, social media plays a large role in driving more traffic to your website. As word spreads that you are a great company, those that may never have noticed you before will, and they will come to your site looking for more.
3. Establishes You as an Authority
People will always have questions and concerns about the products and services your online business provides. And, as a successful business, it is your job to accommodate these questions in order to build authority in your industry and gain customers’ trust.
By consistently publishing blog content on your website, you do the following for your business:
- Share what you know about your industry
- Inform people about your company
- Become known as a trustworthy source of information
- Build brand awareness by drawing repeat customers
- Encourage people to spread the word to others
- Retain more customers
- Provide additional communication outlets
- Answers common questions
- Decrease the number of support calls, emails, and support tickets
People do not want to land on your website and only encounter promotional material. They want valuable information to use during the purchasing process. Luckily, a blog is an easy way to share everything you know about your niche and your company so that customers can make informed purchasing decisions.
4. It is Cost Effective
Blogs are one of the most cost effective ways you can share any kind of information with your target audience. Rather than spending big bucks on audience specific advertisements, you can simply publish killer content in many forms (think blog posts, podcasts, YouTube videos, and social media) and draw in traffic from many sources. In doing so, you eliminate the need to “promote” your company via ad slots on radio or TV, which are both notorious for being very expensive.
If you already have a business website that has blogging capabilities, creating blog posts is free. It doesn’t get more affordable than that. And, if you are tight on time, you can typically find content writers to craft quality content for your website for reasonable prices.
Altogether, creating great content is relatively inexpensive and establishes you as a solid business. With a blog that people enjoy reading, you no longer have to seek out the same customers over and over, convincing them to return. Instead, you will have them hooked from the start once they realize through your blog that your content, brand, and products are worth their hard-earned cash.
5. Increased Networking Opportunities
As your blog becomes relevant in your specific industry, you are likely to notice that authorities preceding you may begin to traffic your website and make themselves known. This is especially true if you use the opinions and knowledge of strong authorities in your blog and connect to them via outbound links.
The connection your build with others in your industry may help open up the possibility for networking opportunities, business partnerships, and business growth.
6. Brand Personalization
Your website’s homepage is where site visitors form their first impressions. More so, your site’s landing pages are for directing customers through a specific sales funnel in hopes of converting them into buyers. Lastly, your About Me, Contact, and Services pages are for direct information. However, a blog allows for the personalization of your brand.
By starting a blog on your business website, you invite readers to see the real side of you. For instance, you can share what your company stands for and what you value as a business. In addition, you can reveal what kind of people you hope to help with your business.
In the end, people appreciate the humanization of a business and are more apt to trust a company if they feel they know the people behind it.
In the end, adding a blog to your business website is one of the best things you can do for the growth and success of your company. Whether you are seeking more readers or an increase in sales, there are so many benefits that a blog can have for you that there really is no reason why you can’t invest in one right now.
What are your thoughts on the importance of having a blog section on your business website? Have you noticed an increase in subscribers or sales? I would love to hear all about it in the comments below!