Content marketing is a $417B industry, and it’s attributed to the continued success of good online content, especially in long-form. Long-form content, such as blogs and articles, can generate much more engagement and return on investment for businesses of all sizes.
When a client asks us if blogging is worth it, we show them the numbers. Compared to short-form content, long-form gets up to eight times the views, three times the social media shares, and nine times more leads. These aspects are crucial to a business trying to make itself more visible than the competition, especially in the crowded online market of 2022.
Reasons Blogging Is Beneficial to Businesses
Search engines use algorithms that determine where to rank your webpage when users enter a keyword or a query in the search bar. The algorithm uses hundreds of factors to determine your site’s relevancy to the user’s problem, and that’s the root of SEO—to make the search engine algorithm decide that your site is relevant.
Your website’s position on search engine results pages (SERPs) improves if you have content that gives your customers solutions for what they’re searching for. For example, if you have blogs that have the right keywords and informative, accurate answers to what they’re looking for, your blog will rank higher.
Moreover, with more pages, you have more opportunities to organically populate your site with keywords relevant to your industry, products, and services. You can also utilize the blogs for other SEO strategies, such as link building.
Promotes Your Business Better
No matter your industry, you can use blogs to promote your business.
Blogging about topics relevant to your industry, alongside your products and services, shows users how knowledgeable your company is about the topic. It establishes customer trust in your company as one they can rely on to answer their issues.
For example, if you’re a company selling pet supplies, you can augment the website by adding a blog that discusses pet care, resolves issues, and provides training tips. Customers will see these blogs and infer that you’re a company that knows how to care for pets properly and will trust your services.
It acts as a gateway to your products as well. As customers read your blogs, they find the answers they need. Along with the answers, they can instantly get a convenient link towards a product or a service that provides them with a solution to their issue. Not only does it promote your business better, but it also helps you generate more leads as people are drawn towards your products and are more likely to buy them.
Long-Term Traffic and Visibility
Your business succeeds by building an audience that recognizes your brand. You gain more traffic when your business is ranked high on the SERPs. Most users only browse or click on the first three to five links on the first page. If your business is high up on the page, your business becomes more visible, gaining more traffic and more potential leads.
As your business stays on top of the SERPs, it gains more relevancy and more traffic as people click on the links to it, and it draws long-term traffic by sustaining that position. People eventually start recognizing the site as a relevant and trusted source.
Establishing Your Company as an Authority
Blogs written by your company provide valuable information about your products, services, and your field. For example, if your business caters to products for automobiles, your blog’s content could include DIY automotive repair and solutions to common issues.
When you offer blogs with valuable content and solutions, more customers will regularly return to this information. The more visitors you get on the page, the better your chances are to establish your site as an authority. This authority grows even further if other sites link to the information on your website as a source. Your company and brand will rise even higher on the SERPs, and it builds trust in your company.
Builds Client Relationships and Trust
A blog is a perfect opportunity to create relationships with your existing clients and potential customers. The company communicates directly to them through the content. Furthermore, blogs can prompt interaction in the comments, giving the readers a chance to provide you with their insight and reactions. They can even bring up pressing queries about your services or products.
This provides you with ample opportunities to answer their needs directly, such as explaining how your product works. Moreover, the customers get a more relatable experience with the brand by communicating directly with you. It humanizes a company when you answer them this way, showing a person behind the brand and that the company is not merely a logo and a set of products.
You Can Repurpose Blog Content
Apart from becoming an archive of information relevant to your industry, you can repurpose blog content for other pieces of content elsewhere. Instead of creating wholly original content every time, you can use bits and pieces of the knowledge in your blog and reiterate it in your other promotional pages.
Marketers often use snippets or quotes for social media posts and campaigns. Informative statistics and step-by-step guides can be repurposed as infographics that are additional pieces of content to add to a website or a social media page. Some companies even take the information from the blog and turn it into an informative video that allows the reader to digest the information in a different way.
Through this method, not only are you populating your blog with great information, but you’re also sharing this content onto your social media posts, images, and campaigns. It reinforces the knowledge base you’re building.
Blogging Works When Done Right
There are content marketing techniques that allow companies to maximize the benefits of blogging. By consulting with professional copywriters and online marketing specialists, you’ll easily populate your company’s blog with relevant, valuable content that brings in more traffic and leads to your website and your products. Read this blog article if you need help improving your rankings on Google!
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