Why Do I Need A Blog?
Is It Really That Important?
One of the first things that Code of Entry does when working with a new client to strengthen their online presence is to encourage them to get a blog on their website if they don’t have one…and ASAP!
Typically clients fall into one of 3 categories:
- They started a blog, posted a handful of articles….and then called it quits.
- They have a blog and post whenever the mood strikes them.
- They have no blog at all.
When suggesting a blog, most clients look at us with very serious eyes and ask “What exactly is the purpose of a blog and do we really need one?”
What I really want to know…
And with that simple question we really see the hurricane of questions behind it that they are not asking out loud:
- How much time and money is it going to take to create content for this blog?
- Does it really help my business?
- What in the world am I going to write about?
- Do I have to do all the writing myself?
These questions, fears, concerns are real and totally natural. Code of Entry wants to help you understand the importance of a blog and help answer some of these burning questions.
What does a blog do?
Often clients come to us because they have heard that SEO (Search Engine Optimization) term tossed around and know they need that….whatever that is….to not be left behind in this ever changing technology driven world.
SEO is simply improving your search engine rankings. You want to be one of the first to show up when someone types their word, phrase, or question into that search bar and hits enter. You simply want to be FOUND!
A very important part of digital marketing is having content on your website that the search engines can “read” and analyze to help decide who you are and what you are all about. A search engine can’t recommend you if they don’t know anything about you!
You wouldn’t recommend a business to a friend if you didn’t know anything about that business, would you?
Well, a blog is that ever-growing, ever-changing content that allows search engines to recommend your website to answer people’s questions.
A business’ blog can validate your expertise. Blogs are like the new resumes.
But I have a website. Doesn’t that tell people who I am and what I do?
Well…yes…but most websites are only a handful of pages, and they don’t get updated very often. A blog helps to keep content fresh and allows you the opportunity to have articles based around keyword research (what kinds of things are people actually searching for and how exactly are they typing it into that search bar).
A blog also allows others to link to your content, which helps others find you all that much easier.
Still not Convinced? Let’s Take It To the Numbers!
According to a Hubspot study, companies that blog have much better marketing results.
The average company that blogs has:
- 55% more visitors
- 97% more inbound links
434% more indexed pages (pages that a search engine has visited, analyzed, and added to its database)
A blog allows your business to connect with people, which gives you a chance to build trust and authority in your specific space. Simply by answering your readers questions, you are building trust that you know what you are talking about, adding value to your potential customer, and increasing your brand awareness.
Creating blog content also gives your company new things to share on social media and in email marketing, amplifying your efforts!
Sounds too good
Now remember, a blog is not magic. Posting a few articles on your blog is not going to all of a sudden make visitors magically find your site. A lot goes on behind the scenes to ensure the success of an article, like search engine optimization, keyword research, and promotions.
Also, results don’t happen overnight. Often results will not be seen for months after the article has gone live on your website.
Blog NO GO!
A blog is not just another promotion, ad, or plug for your business. It doesn’t sell your product! A blog is to provide VALUE to your readers without asking for anything in return. That value may be in the form of informative material or videos, it may be a funny meme that speaks to your audience, or maybe it will inspire them to step up or out of their comfort zones and try something new.
In marketing you often hear about the sales funnel. Well, blog content is at the very top of that funnel. It is meant to attract potential customers to your website. Your website is meant to encourage people to invest in your product or services. Don’t use your blog for the sales pitch or those visitors will leave and never return.
Ok, I need a blog. How do I get the best results?
Consistency is key!
Blogging consistently is important when it comes to increasing your domain authority. A good website is like a spider web. If you just have a homepage, then you just have a single strand hanging down. But when you consistently produce content you can link your blog pages together with your static web pages. If your content is useful and/or helpful, then other websites will link to you, increasing that spider web even further.
This web of links will allow Google to see that your site is providing value to searchers and your domain authority will go up.
We have all sat through a presentation of slides with nothing but text, so we know just how much images, graphs,and any type of visual aids can engage your audience. The same is true with blogs. Visuals help grab and keep your audience’s attention.
Squeeze that Content
Make that content work hard for you! Ok, so you have written and posted an article to your blog page. There is still so much more you can do with that piece of content.
You could turn your blog articles into videos and post them not only to your blog post, but also to YouTube. You can share those same articles on your social media channels to get even more visibility. If you have used any sources in your article, connect and ask them to share too!
Yeah, It Really is THAT Important
As you can see, there are many reasons your business should start or get serious about a blog. Maintaining your blog improves your organic search rank, drives traffic to your website, and validates you are the subject matter expert in your field. You have loads of expertise to offer, so start sharing with your desired audience today.