The marketing industry kicked off 2016 by announcing it is the year of content marketing. One of the most valuable content marketing tools that businesses have to engage and connect with customers and share relevant information is a blog.
A blog is a key aspect of your content marketing efforts, offering fodder for your business’ social media and online content in the form of Facebook and LinkedIn posts, tweets and email newsletters. Not only do blogs fuel SEO, as search engines love valuable content and will reward you for it. According to a HubSpot survey, 82% of marketers who blog daily acquired a customer using their blog, as opposed to 57% of marketers who blog monthly.
In addition to marketing reasons, there are compelling ROI reasons for having a business blog, yet so many business owners are still reluctant to start a blog because the time commitment and level of writing expertise required. There is no doubt that blogs require an investment of time for planning and of course writing, but the benefits of blogging (creating content and sharing it online) far outweigh these downsides which is why you need a blog.
Here are the top 5 reasons why every business needs a blog:
- A blog creates a two-way conversation with customers, prospects and industry peers, positioning yourself as a subject area expert and thought leader, and encourages interaction, comments and feedback
- A blog builds confidence, relationships and sales. Customers will look to you as a reliable resource for information on your industry, then come to you to buy.
- Helps you stay ahead of the curve. You have to stay on top of news, trends and competitors to be a successful blogger. It helps you be a leader, not a follower.
- You can tell your brand’s story. It gives your company a voice. A blog is a great place to offer more insight into your company, philosophy, employees, and ideas. Tell your customers why you’re in business and how you can help them.
- Blog analytics allow you to track readers, click-throughs, popular topics, shares and comments. You can even tell what day of the week your visitors prefer to stop by.
If your business doesn’t have a blog, and as the CMO or CEO you don’t feel you have the time or skill-set to write one, consider hiring a marketing agency with a solid content development team. In addition to helping you create a content strategy, they can create a blogging schedule for you, write the blogs, categorize them for you, and also post them with appropriate visuals that are all in line with your brand and business direction.
Have you made blogging part of your content strategy? What are you looking to get out of your blog?