As a content marketer, I often find myself in a position to convince companies that they need to blog. Starting a blog takes a lot of preparation, and maintaining one is very tiring, so it requires a lot of buy-in, as it typically doesn’t show many immediate results. It’s understandable that it’s a tough sell, especially for companies with low marketing budgets and low margins.
However, I still believe that blogging is of paramount importance to modern business, online and physical, and here’s why.
1. Blogging drives traffic.
How do people find your website? If they have never heard of you before, they only visit your website. They need to find out somewhere. Sharing on social media is fine, but people need something to share, which is rarely just product listing. Paid ads are great but they require that initial cost to get traffic, which disappears when you stop paying. Email marketing is fine, but it only works for people who have already joined your mailing list.
Blogging lists your site in Google search results and this brings people to your site. Give them the content they want to see and they’ll find it when they search.
Blogging is a broad and visible way to showcase your knowledge of your products, niche and industry. When a consumer is interested in buying a product and can choose between you and a competitor, which one would they choose? Because all things are equal, they will choose the brand that they believe is most reliable.
It’s difficult to maintain a blog, which means having one is a sign of the commitment you’re putting into your business. If you don’t have a blog (or your blog is low quality or uses stolen content), it means your business may not be reliable. Customers want to shop with brands they can trust.
Social media is a great channel for reaching and capturing new audiences, but what do you post? The vast majority of posts posted by companies on social media are links to blog content because blog content is much easier to share and promote than product pages, landing pages, or unrelated posts. Each blog post is an opportunity to share it as a link on Facebook, Twitter, Instagram, Pinterest, Reddit, and more, and often more than once.
4. Blog content can be reused.
Investing in a blog is not just about investing in a blog. It invests in content, information and authority. You can take that blogpost and convert it into different types of content and media, which can reach different audiences in different places and at different times. Post can be converted into a script and read aloud as a podcast or audio post. That sound can be set to animation or action and turned into a YouTube video. The script can be reduced and converted into an infographic or even a presentation. You’re not just creating a blog post; you create a resource.
5. Blogs communicate with potential customers.
Blogs are not one-way advertising. They are a way to communicate with your customers, both personally and implicitly.
At a direct level, a blog allows you to answer questions and concerns from your audience. If your audience has a pain point, you can address how to fix it with your blog. If they have a concern about your product or industry, you can alleviate those concerns with a job. If they have questions, they can ask you in the comments of a post and you can use it to answer directly or inspire an entirely new blog post, or both.
At an indirect level, you can gauge what your users are interested in which blog posts are becoming popular and how they interact with those posts. This can lead you in unexpected but lucrative directions.
6. Blogs build individual thought leadership.
A blog is not just a resource for your business; is a resource for you. I highly recommend any company running a blog to create an author account for their CEO. Blog posts are attributed to that individual, who can then leverage that portfolio of content, experiences and opinions to open new doors, position themselves as an authority, and build relationships with others.
7. Blogging opens up networking opportunities.
Blogs can become popular. Other people may want to work with you to create content for your blog or their blog. Industry bloggers may come and ask for your quotes and opinions for a concise post. Influencers may interview you for content. You can use your blog to reach reporters and journalists. Many doors open when you have a good, well-run blog linked to your business.8. Composite blogging over time.
8. Composite blogging over time.
Blogging does not disappear. If you always do the bare minimum, the standards may move on and you will be left behind, but that is rarely the case. Blogging tends to get worse over time. The more content you have, the more authority and power you build and the faster it can keep growing. A blog may not have much return on investment in the first year, but by the third it could account for more than half of your sales.
Blogging is, to my mind, indispensable to a modern company. It’s a big investment, yes, but it pays off as long as you keep it going.