Your Business Needs a Blog. Here's Why

If you’re wondering whether your business needs a blog, the answer is yes. Used right, a blog is a powerful tool that can help you boost brand visibility, attract your target audience to your site, and convert them to loyal advocates. 

As a business in the digital age, your growth strategy should revolve around enhancing your online presence so your target audience can find you. One powerful tool you can employ to achieve this goal is blogging. 

In this post, we’ll delve into what blogging is, the difference between a blog and a website, and the myriad ways a blog can boost your business's visibility and customer base.

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Storytelling is as old as humanity. We have this ancient and powerful desire as humans to tell tales and listen to them. Our ancestors, in dark and cold caves, spent as much time painting their stories onto their walls as much as they did hunting for food. In other words, our instinct for stories is as strong as our instinct for survival.

Methods for relaying our stories have multiplied over the ages, from cave paintings to heiroglyphs to books and films and songs. In the age of the Internet, storytelling comes in a dizzying array. From graphics to captions to videos; the options are almost endless. 

Enter blogging.

If blogging sounds like what only stay-at-home mums do to make a little money on the side, you’re too far back in the past. Today, blogging has evolved from a personal journalling activity to a vital component of business marketing strategies. 

Blogging is a handy way to tell the story of your business to your target audience. And according to statistics, target audiences love stories. 

For example, businesses that blog experience 55% more website visitors and 97% more inbound links than those who don’t. These statistics highlight the potential of blogging to drive traffic, enhance SEO, and establish your business as an industry authority.

If blogging isn't just another word for online diary, what is it?

It can be an online diary, totally. But it's more than that. Here's a working definition:

Blogging is the art of creating and publishing content on a website in the form of articles, also known as blog posts. These posts typically offer information, insights, and advice related to specific topics relevant to your business or industry. Blogs are often updated regularly, keeping content fresh and engaging for readers.

Blog vs. Website: Understanding the Difference

If this gets you confused all the time, you're not alone. An easy way to understand the difference between the two is this: Every blog is a type of website, but not every website is a blog.

While a website is a static online presence that provides information about your business, products, and services, a blog is a dynamic component that regularly adds new content. Here’s a breakdown of the key differences:

• Website: Typically includes static pages like Home, About, Services, and Contact. It provides a general overview of your business.

• Blog: Consists of regularly updated posts that cover various topics related to your industry. Blogs engage visitors with fresh content and encourage interaction.

As a business, you need a website to give people an overview of who you are and what you offer. But you also need a blog to help you engage your audience in ways static website pages cannot. You can have this as a page on your website, or a dedicated site by itself. This will depend on your business goals and resources.

Okay, a blog is nice to have. But how does it help my business? 

Here are 6 ways that blogging can boost your business and help you achieve your growth goals faster:

1. Enhances SEO and Organic Traffic

Search Engine Optimisation (SEO) is what is at work when you search, say, health-related topics on Google and see a handful of sites always tops on page one of search engine results pages (SERPs).

One of the most significant advantages of blogging is its impact on SEO. Delivering fresh, high-quality content with relevant keywords helps improve your website’s ranking on SERPs. 

According to a study by BKA Content, websites with a blog have 434% more indexed pages, which means more opportunities to appear in search results.

2. Establishes Authority and Credibility

One thing a blog does so well is stand you out as an industry authority. Whether you're a small business or an emerging big name, you know how critical this is to your brand's success.

Consistently publishing informative and well-researched blog posts establishes your business as an authority in your industry. Readers are more likely to trust and engage with businesses that demonstrate expertise. 

For instance, a report by Demand Metric found that companies with blogs produce 67% more leads per month compared to those without.

3. Engages and Retains Customers

Who says your business can't journal? A blog allows you to connect with your audience on a deeper level. 

By personalising your brand through stories, addressing audience pain points, answering questions, and providing valuable insights, you build a loyal customer base. This point is supported by the fact that 80% of bloggers report that blogging drives strong marketing results.

Every business wants to turn their customers to advocates. A blog is a sure-fire way to achieve this. And it doesn't cost an arm and a leg.

4. Generates Leads and Conversions

Blogging is an effective way to generate leads. When you offer valuable content and incorporate calls-to-action (CTAs) within your posts, you can guide readers toward taking the next step.

This next step may be signing up for a newsletter, downloading a resource, following you on socials, or making a purchase. Is it any wonder that companies with active blogs report 126% higher lead growth compared to those without?

5. Supports Social Media Strategy

The use case of your blog doesn't just end at the blog. Blog posts provide a wealth of content that can be shared across your social media platforms, driving traffic back to your website. 

The wonderful thing about blog posts is that they can be repurposed into multiple social media updates, whether infographics, posters and flyers, videos, even captions. This is an easy way to expand your reach and engagement. You wouldn’t have to rack your brain coming up with fresh social media content every single time.

6. Provides Long-Term Results

Paid advertising is great. If you do a good job, it delivers instant results. But those results wither away once you stop investing in ads.

High quality blog posts, on the other hand, are always there, and can continue to attract traffic and generate leads for years. Evergreen content, in particular, remains relevant over time and keeps drawing visitors. 10% of blog posts are compounding, meaning their traffic increases over time.

Blogging is more than just a marketing trend; it’s a powerful tool that can significantly enhance your business’s online presence, authority, and customer base. 

From improving SEO and driving organic traffic to generating leads and supporting your social media strategy, the benefits are substantial and long-lasting.

It's not enough to have a blog page on your website. You'll need to go the extra step and keep it active by consistently posting content. This content needs to be high quality, designed to help your audience with information they need, and keep them entertained by being relatable.

Google handles about 8.5 billion searches a day.

80% of internet users interact with blogs.

Your target audience is online and searching. How can you lead them to your business? You need an effective blogging strategy that comprises crafting impactful posts that incorporate keyword research and SEO best practices.

You don't have to go it alone. I can take that task off your shoulder while you focus on offering the best products/services to your customers.

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