We’re not going to make this complicated: The answer is YES. Absolutely.
When we discuss the best and most effective inbound online marketing tactics with clients, business blogging is high on the list: the creation of short-form content relevant to your audience and business.
Online, attracting new customers comes down to visibility: The more you make your website seen, and the more you engage with users, the more it becomes a marketing asset. Unfortunately, counting on people typing in your website address isn’t enough. One of the best ways to improve your visibility is through search engines.
See, the more pages your website has, the better its chance of ranking higher in search engines. Business blogging allows you to add multiple—infinite—thoughtful, engaging pages to your website without junking up your entire site. In fact, according to HubSpot, companies that blog receive, on average, 434% more indexed pages than those that don’t.
Think of it this way: Every time you publish a new piece, you create a new web page—and one more opportunity to be indexed online and rank higher in search engines when users type in a specific question or command.
There are other benefits, too
Blogs aren’t just good for Google. They’re good for everyone: Readers, consumers, and you.
1. Help establish authority
Your posts should answer consumers’ questions—the ones they have asked, and the ones they haven’t. They should be
educational, and they should be unique to you and your business: After all, according to Content Plus, 60% of consumers feel more positive about a company after reading custom content on its site.
And don’t be greedy—your posts should share knowledge. This not only posits you as an authority, it also potentially helps your salespeople by providing consumers with answers to oft-asked questions before they even pick up the phone.
Never underestimate the power of blogging, excellent content (including images!), and social media. According to BlogHer, 61% of US online consumers have made a purchase based on a blog’s recommendation. Blogging gets more of your work indexed online, great content keeps consumers coming back, and social media helps spreads the word.
3. Help convert traffic into leads
Thought-provoking, helpful content positions you as an authority. Adding a simple call-to-action at the end of your blog posts is what will help get you leads. The call-to-action can be anything: a newsletter, a free white paper or consultation, etc. Direct users to a submission form or phone number, and ensure you have the best tracking and follow-up procedures in place.
4. Will benefit you in the long term
Did you know that companies with fewer than 10 employees typically allocate 42% of their marketing budget to content, according to Content Marketing Institute?
That’s because content marketing, and blogging, is the gift that keeps on giving. Let’s say you post a blog today and by the end of the week receive 150 views and 10 leads. Then the numbers start to trickle down and you get worried.
Except, weeks, months, and even years after that page and your post is indexed, you will continue to receive views. It’s not uncommon for businesses to receive leads months after a page has gone live. What you’ve written is available to search engines forever, and if it’s quality content, believe us, it’ll keep churning.
How to stand the test of time
The simplest way to keep consumers coming back? Give them something good. While we hate to repeat ourselves: Nothing is more valuable than engaging, thoughtful, unique content that answers questions. Make it funny or make it serious. Just make it yours.
If your content marketing strategy could use a breath of fresh air, contact the buyCalls team today.