As of April 2022, there are five billion internet users worldwide, which accounts for 63% of the global population. Considering this, we can say there has never been a better time for brands and businesses to incorporate blogging into their overall Digital Marketing strategy. Blogging plays a significant role in driving website traffic, differentiating your brand or business from others in the market, promoting your offerings, keeping your current customers engaged, and building trust with your target audience. Here in this article, we shall highlight the many benefits of blogging for brands and businesses.
- Blogging Helps Drive Traffic to Your Website
You can attract new readers and traffic to your website through blogging and optimizing your website for search engines.
Think about the number of pages on your website – probably not a ton, right? Also, think about how often you change or update those pages – again, not that often, right?
Well, blogging offers a brilliant way to resolve the previously mentioned issues.
Whenever you write and publish a blog post, there is one more indexed page on your business website, which implies one more terrific opportunity for you to show up on the Search Engine Results Pages (SERPs) and drive significant traffic to your website in the organic search. Furthermore, blogging shall make Google and other search engines come to know that your website is active, and they shall be checking in time and again to see what new content to surface.
- Blogging Helps Repurpose Content for Social Media
Blogging for your business or brand shall help you get discovered via the different social media platforms. Each time you write and publish a new blog, you also create content for the users to share on social media platforms – like Facebook, LinkedIn, Twitter, and Pinterest – which, in turn, helps expose your brand or business to a new set of audience. Blogging also helps in maintaining your social media presence. Rather than asking your social media management team to create new content for your social media platforms every time, your blog posts can serve as the content repository.
All in all, you shall be able to strengthen your social media reach with blog content and drive new website visitors to your blog via your social media handles.
- Blogging Helps Convert Traffic into Leads
After implementing the points mentioned above, you will have some traffic coming to your business website through your blog posts, which, in turn, brings in the opportunity to convert such traffic into leads. The way every blog you write forms another indexed page, every new post is yet another opportunity to generate new leads. How it works is pretty straightforward – all you need to do is add a lead-generating Call-to-Action (CTA) to every blog post. In most cases, these CTAs lead to trials, webinars, fact sheets, whitepapers, free ebooks, or any other content asset for which users would be willing to exchange their information.
Go through the points mentioned below if you wish to understand how traffic-to-lead conversions work:
- A visitor comes to your business website;
- He sees a CTA for a free offer;
- He clicks on the CTA, which redirects him to a landing page containing a form to be filled in with his info; and
- He fills up the said form, submits his details, and receives the free offer.
Kindly note that not every blog reader shall convert into a lead, and there’s nothing to worry about it. No business converts 100% of the blog readers into leads. So, keep going with blogging, put a CTA on every blog post, establish a visitor-to-lead conversion rate benchmark for your brand or business, and look forward to improving the benchmark every month.
- Blogging Drives Long-Term Results
The best brand and business blogs answer the questions that readers and customers usually have in their minds. If you create compelling and valuable content or blogs for your potential customers, you shall establish your brand or business as an industry leader or authority in their eyes. Can you think about the impact of posting an educational blog you wrote to clear some aspects for a confused customer or the number of deals a salesperson could crack if his leads discovered the blog content he wrote?
‘Established authority’ is not a vanity metric as definite as leads and traffic; however, it’s a pretty powerful concept since you can use it to measure sales enablement, i.e., the iterative process of providing the sales team of your business with the resources it needs to close more deals – and, blog posts are one such resource.
- Blogging Helps with Link Building
Inbound links or backlinks fall in the list of the 200 significant factors that Google’s algorithm considers for ranking a website on Google’s search engine results page. Many small business owners and industry experts also believe backlinks are the third most crucial factor in Search Engine Optimization (SEO). While generating inbound links is vital, it is the most challenging part of SEO, as per 41% of the SEO experts. When you write articles and blogs valuable to your target audience and to other business companies or brands your audience sees as the industry leaders, it becomes convenient enough to gain relevant links.