Blogging isn’t easy. Anyone who operates a blog on their business website understands the special brand of pain that comes from having to create that much content that often. Even those individuals who blog for fun about any topic they want know how difficult it can be to stay on point so consistently.
You may be debating whether or not a blog is appropriate for your business. Without knowing exactly your line of work, however, I can tell you that there is a 95% chance that your business is actually hurting right now without a blog. It may not be an option only in the rare case that your specific industry creates absolutely no news, and your brand has absolutely nothing valuable to weigh in on anything.
But I know you’re not that kind of business. If you can launch your blog and pull off a consistent flow of content, you’ll be amazed at the kind of results you’ll see. Here are just a few of them.
1. Keeps Your Site Updated
You’ve probably invested in some great copy for your homepage, and aren’t planning on changing it out for a while. That’s perfectly fine, but if there’s nothing else on your homepage then it’s going to end up remaining static for a while. Returning customers, either subconsciously or consciously, will soon view you as obsolete – nothing makes your site look more neglected than a lack of activity.
A business blog will give you a great excuse to update the home page with awesome content. With every article you publish, you can advertise it wherever you’d like on the site and keep the visuals fresh. At the very least, keeping your blog updated will notify your users with a reassuring time stamp that tells them you’ve managed the site within the last month.
2. Helps You Become a Source
Whatever industry your business operates in, your blog is a great tool to help you join the most popular conversations within that industry. By posting unique how-to guides, updates on relevant news, and even bringing up controversial viewpoints, you can over time become a reliable source for information.
This means much more than a general awareness of your business. This will earn you a specific brand of loyal customers, those who will consistently come back to your blog for related information. This kind of loyalty will do wonders for your brand image, even if users aren’t buying anything from you. Simply the fact that you’re providing valuable information free of charge will mean the world to your users.
3. Lets You Benefit from “Viral” Posts
Every once in a while, an article will gain a lot of traction and manage to go “viral.” It’s hard to anticipate when this will happen, but it’s ideal that when it does, all the traffic is channeled somewhere productive. Meaning, if you’re posting these articles on an off-site blog, you’re going to be less likely to see an increase in traffic to your product pages. Or, if you don’t have a blog and you missed out on writing that viral article as a whole, you will see none of the benefits that come from a trending topic in your industry.
The other benefit of keeping your articles on your website is that Google will recognize your influx of onsite traffic positively (it is a sign that you can provide valuable content for users). This will in turn help your business website rank higher, as well as get people to stay on your website longer. This in turn makes them more likely to buy something.
4. Boosts your SEO Abilities
If you’re trying to put any sort of SEO strategy into effect, you’re going to need some content to do so – and a lot of it. There is only so much optimizing one can do with static, short-form web page copy (e.g., 500 word “About Us” page content). By posting weekly blog posts, you have much more material to work with.
To aid in your SEO strategy, also keep in mind that Google really likes sites that publish long articles. If you can manage 1,000-2,000 word posts, you’ll probably rank higher on Google. Also make sure you address a wide range of topics, answering as many user questions as you can so you cover more ground for Google searches. When it comes down to it, you can’t really do much with SEO without an onsite blog.
5. Fleshes Out Your Brand Identity
Hopefully your brand already has its own strong personality. Maybe it mirrors your own, or maybe it’s a personality that you fine tuned to appeal to your audience. Whatever it is, the more that your brand’s personality is introduced to its audience, the more likely they are to see your brand as a person rather than a cold lifeless voice. This is always a plus for business.
Writing blog posts from the perspective of your business is a great way to better introduce its voice to your customers. It will even better familiarize you with your brand voice as well, which is great for keeping your overall content strategy intact.
6. Helps Your Social Media Post Outreach
Facebook can be fickle when it comes to getting the post reach you want on your business page. The platform’s algorithm takes into account what you’re posting, how people are behaving when you see their post, and how many negative interactions there are in response to your post. It can sometimes be tricky to keep the Facebook beast happy enough to get your posts in people’s news feeds.
Facebook does seem to like when you share original content though, as opposed to links curated from other sites. While this doesn’t mean you shouldn’t share other peoples posts as well, being able to share content original from your website is a great thing for your outreach and keeping on Facebook’s good side.
7. Increases Engagement
People like to read articles, and they especially like to read them if they’re going to come away having learned something new. However, people also like to state their opinion and argue via social media (sometimes without having actually read your article.)
Even negative opinions and arguments can be a good thing for your social media profiles and blog comment sections. If you can get a reaction out of your audience, encouraging them to comment and have conversations with each other, this is a great way to attract followers and see better Facebook outreach.
8. Costs Little Money
What is perhaps the best part of investing in an onsite blog? It requires very little investment and returns all these great benefits. You can either spend the money to purchase custom-written blog posts from third-party companies, or you can choose to invest your time instead and write them yourself.
Create a schedule that lays out all your future posts, and then stick to it. Whether you post once a month or twice a week, just be sure keep it consistent. As long as you can stay diligent, you’ll see the benefits at a relatively low cost in money and time.
Your posts don’t have to be perfect, but they do need to add value to the herds of content currently on the web. Otherwise, Google may flag you for simply adding to the “content deluge.” Make sure every post is genuinely valuable. This may sound intimidating, but as long as you are writing in the genuine interest of your customers, you’re on the right track.
If you are totally stuck on what to blog about Website Rocket is a handy tool to have at your side; it will literally tell you what to blog about even giving you the blog post title, and it will schedule out your posts for you.
So if you’re planning on tackling the content creation yourself, why not get started right away? Let’s get to it!