Menu

How Blogging Works For Your Business and Why it Matters So Much

By: Tomas Swinburne   February 22, 2018

You’d be forgiven for wondering, “What exactly is a business blog, and what’s the point?”

The answer is simple: successful businesses blog to become visible to both customers and search engines, and the point is that it makes their businesses boom.

Continue reading below to find out more about the benefits of blogging for your business, and why you should get started immediately.

business-blog-writer-desk

Trying to decide if you want to start a blog? Check out what a blog is first.

What is a blog and why do they matter?

A blog is an online platform where individuals, organizations, and businesses can share their thoughts, insights, and expertise on any given topic. So if you’ve been thinking of blogging purely as someone’s online personal diary, that’s not the case anymore.

The medium has evolved into what’s estimated to be a $300 billion industry by 2019, and that’s because content marketing has become an integral part of a business’s success. How integral? A 2017 survey by Content Marketing Institute found that 75% of business-to-customers (B2C) marketers use blogs in their marketing strategy and 51% agree that blogs are critical for content marketing success.

Here’s how to think about why making a blog for your business is important:

Imagine that you’re in a room filled with people trying to get everyone else’s attention by shouting everything they know. Your blog is the the microphone and speaker you use to shout louder than everyone else — if what you’re saying is interesting, you’ll get and keep everyone’s attention.

And your business will benefit immensely from it.

Business blogs can include a wide variety of content, such as employer blogs, how-to guides, white papers, trends in industries, top tips, and so much more.

Despite the diversity of bloggable subjects, they all share the following characteristics:

At this point, you might be wondering, “Ok, but what does blogging have to do with my business?

Why blogging matters to your business success

When you blog the right way, you can convert your readership into clients or customers by generating higher demand generation through your content. The bottom line for business blogs is that they are a cost-effective tool to create visibility for your business, brand, and expertise.

And it isn’t just a passing fad either — there are 409 million people viewing 21 billion pages each month on WordPress hosted blogs alone. Capturing even 0.1% of that monthly readership would reap massive rewards that your business cannot ignore.

For a better understanding of what a successful business blog looks like, check out these fantastic websites:

These blogs are professionally written, but the content is light, engaging, and most importantly, insightful.

Why are these businesses spending time and effort on their company blogs?

And your businesses needs to achieve these goals, too.

Big Tip
A well-crafted blog requires intensive labor and a significant investment of time. To save on operating costs, many small to mid-sized businesses outsource their blogs to expert trusted third-party content creators, like ourselves at Compose.ly.

4 benefits of blogging for business

For a smaller investment than you might think, a blog can bring in a sizable return. Here’s how:

1. Blogging leads to more sign-ups and clients at lower costs

Blogging — when done right — will increase your customer and client base. Businesses that blog tend to increase their leads by 67% per month. Content volume matters too: studies indicate that publishing larger volumes of blog articles can increase your lead generation even more.

Salesforce documented their successful experience with blogging when they increased inbound leads by 100%, and attributed this to the growth in organic SEO from their blogging strategy.

Lower cost per lead

It can be nerve-wracking to make a big initial investment into content marketing to create leads, but studies show that within the first five months, your cost per lead will decrease by 80%, giving you plenty of room to make a solid return on investment.

Search Engine Journal found that inbound marketing strategies – such as blogging – simply have a better return on investment than outbound ones because:

Blogging and other content marketing strategies are so effective that they are being attributed to the death of the “cold call, as potential clients find this type of marketing approach more informative, and less invasive. So if you haven’t started blogging already, you should seriously consider it.

But how exactly does blogging lead to lower costs and higher lead counts? Part of the answer can be found in search engine optimization (SEO) from blogging.

2. SEO-friendly blog posts will drive relevant users to your website

SEO is the practice of gaining relevant traffic to your blog by making your website’s pages visible to users of search engines like Google or Bing. By driving relevant users to your blog via SEO, you can convert them into leads and clients.

As Volume Nine outlines, there are three primary reasons why blogging is a requirement for good for SEO:

But what does all this SEO jargon mean for your business?

Blog Relevance & Keyword Ranking

By employing SEO best practices and keyword targeting throughout your website, articles, and blog content, search engines will offer your webpages as relevant results to users for the related keywords they are searching.

If users find the information relevant, you can rank higher on search engine results pages, also known as SERPs. For instance, if you’re running a dog chew toy business, you’ll want to create blog content about dog chew toys. For example:

Eventually, users searching for keywords related to dog chew toy terms may end up finding your website — and purchasing your product.

Big Tip
You can ensure that you’re providing relevant content by following the steps outlined in our complete guide to making awesome content.

Site Authority & Backlinks

Blogging more often will lead to potentially more backlinks — links that other websites send to yours when they reference, cite, or recommend you.

Backlinks are critical to increasing your rankings for your business’s important keywords in Google, helping to put your content in front of relevant users interested in your content and services.

With 81% of shoppers performing online research before making big purchases, ranking high on SERPs through SEO optimization is a must for business success.

Bluehost explains in great detail why SEO can help grow your business and how.

But what does it mean for your blog articles to be “SEO optimized?

3. Blogging gives you a voice to differentiate yourself

Blogging differentiates you from competitors by creating a platform for your brand to develop a strong and consistent voice. Having a brand voice aids in creating brand equity, which how consumers perceive brands’ images in a way that is unrelated to their products or services.

From Dunkin’ Donuts to Gillette, many case studies showcase just how effective a brand voice can be to set you apart from the competition.

You might think brand equity is an intangible asset, but Kissmetrics explains the three factors that determine brand equity.

But how do you attain strong brand equity? Your blog, of course!

Brand voice is about creating an authentic personality that people can relate to with emotion. Whether it’s sassy, witty, absurd, or all serious business, you’ll want to turn the mundane into something engaging with a strong hook.

An example of a quirky brand voice is the UK smoothie and juice maker, innocent drinks. They add humor to their message, all the while still keeping the product relevant.

humorous-innocent-drink-tweet

Innocent drinks shows that what sets you apart from competitors isn’t what you say, but how you say it.

Their brand voice enhances the product and gives it a quality that you can’t pay for — character. And with character comes the added benefit of being able to have authentic conversations with customers.

Blogging starts dialogues with your customers

Dialogues with your customers provide valuable insight into who they are, and what they think about your brand, and your blog is the perfect medium to host conversations with them.

Mark Grow outlines the benefits of two-way conversations with customers as being able to:

Conversations are about learning from your customers, and helping them learn more about you. This two-way stream of information and collaboration gives your business a human quality that customers tend to find appealing.

Your customers are also your audience

You should think of your customers as your audience that wants to be consistently entertained. Without a clear style and direction for your product and services, audiences will not pay attention. While you might have an innovative product, you’ll lose out on new or returning customers if your product has no character.

Sprout Social found that 51.3% of social media users follow brands because they’re entertaining, while only 42.2% follow because of offered incentives. If your company doesn’t have a brand edge — be it humor, social issues, reliability, or professionalism — you won’t stand out against your competition.

Big Tip
The key to developing a successful brand voice is deeply understanding your customers, their values, and their concerns, and speaking to them in a way they’ll understand. While it might be fun to mimic Old Spice, Doritos, or Budweiser because you can be silly and absurd, most businesses will require a more subtle approach. You can read our comprehensive guide on creating marketing personas here.

After you’ve developed a brand voice on your blog, it becomes much easier to have conversations elsewhere on social media, opening up a new front for you to engage with your target customers and turn them into buyers.

4. Blogging provides content to feed your social media channels

social-media-Facebook-app

After putting all that effort into crafting great content, the fact is that it can take months before you’ll see a bump in SEO traffic. That’s why you should simultaneously be repurposing your content for other traffic channels, namely from social media.

Big Tip
Unless you have exceptional talent for creating viral content, creating a steady flow of traffic from social media will also be a long-term project. You’ll need to become well-known to other brands and influencers that may be initially skeptical of you as an authority. And you’ll need to be diligent about creating and maintaining your community of followers and fans.

Leveraging your content with a solid social media strategy is an excellent way to create further brand awareness for your services and products, and to connect your business with new followers and potential clients. Facebook alone influences 54% of consumers’ online and offline purchasing.

Kissmetrics explains that your social media posts should direct traffic to either:

With excellent blog content, you’ll not only be welcoming new buyers, but also cultivating fans.

How can I get started, or scale up my blogging efforts?

If you want to take advantage of blogging for your business, you have the following options, each of which has its own pros and cons:

At Compose.ly, we recognize that not every business has time, expertise, or a budget to commission content in-house, or write their own content. That’s why many small and medium-sized enterprises outsource their content writing to third-party providers to save money, and also maintaining content quality.

If that sounds like an ideal solution for your business, we’d love for you to give us a try — we can help you find affordable writers to fit your needs for any projects you may have.

Happy blogging!

Compose.ly's Free Content Outsourcing Ebook Cover

The Content Strategist's Playbook: How to Outsource Writers to Save Money, Drive Traffic, and Win Big

Outsmart your competition with cutting edge content outsourcing strategies used by experts worldwide. 2017 Edition.

Download Now