Given the amount of time and effort involved in running a business blog, many companies are understandably doubtful about its worth as a marketing strategy. However, there's no doubt that a great business blog presents many advantages ultimately leading to increased sales. Success comes with creating, publishing, curating and sharing excellent content that people actually want to take the time to read. Achieving that goal might sound challenging, but it is undoubtedly worth it. Here are four key benefits.
1 - Improve SEO
Search engines increasingly rely on quality, original content when determining a website's ranking in the search results. Blogging gives you the opportunity to provide a constant stream of fresh content that the search engines will crawl periodically, thus increasing your exposure in Google and Bing. In other words, the more content you add to your website, the more pages will be getting indexed, and the more often they will appear for a wider variety of queries.
2 - Humanize Your Brand
No successful business blog is without its social element. After all, business blogging is all about building relationships with your target audience and encouraging engagement through social sharing and on-site comments. A blog presents the opportunity to humanize your brand by focussing on issues that are important or interesting to your target audience. Your blog serves as a unique outlet for your brand's distinct voice and personality.
3 - Produce Sharable Content
People aren't likely to share landing pages and other purely promotional content on their social networking pages, but blogs are somewhat different. Since a business blog should contain content that educates, entertains or offers help, people will start to see enough value in it that they'll share it with their friends. You can also promote your blog on your own social media brand pages, but without the content on your blog to share, maintaining an active presence on social media will be much harder.
4 - Build Authority
Consumers remain relatively cautious when shopping online, and there's often a lot that goes through their minds when they're making purchase decisions. People only want to part with their money with a brand that they can trust, and this means that a business needs to build thier reputation and authority in order to become successful. A blog provides an excellent content format for showcasing your knowledge in your niche and helping people get more out of your brand and its products.
If you have a creative flair or you are prepared to outsource all or part of your content marketing efforts, running a business blog shouldn't be particularly difficult or time-consuming. However, relatively few blogs are successful, and you need to approach it with the right frame of mind if you want to see your efforts pay off. You'll need to set realistic activity goals, establish your brand's voice and set aside enough time. Before you begin, you'll need to have a solid plan in place, and you'll need to have a good idea of the type of content your audience craves.