Think of a company blog like a platter of free samples at your favorite market. Some visitors may drop by to take a quick bite before carrying on their way, and others may linger to see what else you have to offer. In either case, if you add value to their experience, you can guarantee they’ll be back for seconds. While the thought of dedicating time to free content may at first appear scary or unnecessary, leveraging these blogging benefits can help you engage new customers, increase sales, and feed your brand marketing strategy.
1. Blogging Fuels Your SEO Strategy
Google has an insatiable appetite for websites with a steady supply of fresh, high-quality content — which just so happens to be your blog’s leading role. The pages on your website should be optimized with your most important keywords, but each new blog post provides another opportunity to create keyword-rich content. Every post becomes another indexed page on search engines, which can increase traffic to your website and give online searchers new opportunities to discover you.
2. Blogs Reinforce Brand Messaging
A well-crafted About Us page may do an excellent job showing visitors what your brand is all about, but it just skims the surface as far as opportunities to showcase your personality. Treat every blog post like it’s someone’s first impression of your business (after all, it very well could be). Your brand’s voice and messaging grows even stronger when it courses through every piece of content you create.
3. Shareable Blog Posts Boost Your Social Status
Finding new and relevant content to share on the social scene can be tough, but a blog doubles as built-in social media material. Use new and existing blog content as part of your regular social media message to engage your followers with interesting, shareable content coming straight from a source they respect — you!
4. Blogs Give Your Brand Authority
Are you trying to stake a claim as the go-to travel resource for your area? A blog helps back up those goals. No matter what your area of expertise is, your business blog shows visitors just how in-the-know you really are. Every question that your content can answer will build trust with your readers and potentially lead to long-term loyalty.
5. Blogging Leads to Leads
A blog is far from the time and place to make a sales pitch to your readers, but it does serve as a convenient platform to nudge them in the right direction. For instance, if a hotel writes a blog about the best family-friendly activities in the area, then they should absolutely include a subtle mention and link to their family vacation package. Adding a soft sell to the end of each blog post can increase your chances of converting readers with quality content.
If you find these blogging benefits appetizing but don’t fancy yourself a wordsmith, or don’t have time to fan the flames of a company blog, have no fear — you can still reap the business benefits of blogging by handing over the reins to a content marketing team.