A couple of the biggest challenges businesses face are lead generation and selling. However, there are powerful ways to build assets that help you continuously attract new people, nurture them, get more leads, and ultimately make more sales.
One of the best solutions I’ve found is blogging.
So, in this post, I'll cover the 8 key benefits that make blogging a must-have strategy for any company looking to grow.
Let’s get started.
More...
Key Takeaways
What is business blogging?
Blogging for business is the process of creating and publishing informative, valuable content on a company's website. This content can cover industry news, product updates, how-to guides, and more - with the goal of attracting and engaging a target audience.
When done right, blogging can be an incredibly powerful tool for lead generation and business growth.
The benefits of blogging for business
There are many benefits to blogging for business and there are many reasons why companies should invest in a robust blogging strategy, but some of the best ones I've seen include:
You’ll see an increase in website traffic
Blogging is one of the most effective ways to drive more traffic to your website. In fact, According to HubSpot, businesses that blog get 55% more website visitors than those that don't.
Having said that, it's not just the act of blogging that will bring in more traffic. It's the quality of the content, the promotion, and the continuous acquisition of backlinks.
As Ahrefs points out, "96.55% of pages get no organic search traffic from Google." This means that if you want potential customers to find your website, you need to create high-quality, SEO-optimized content that ranks in search engine results.
You’ll convert more traffic into leads and sales
Blogging is a proven way to convert more of your website traffic into leads and sales. According to Marketo, "Companies with a blog generate 67% more leads than companies without one." And HubSpot reports that "Marketers that use blogging and content marketing are 13x more likely to drive positive ROIs.”
The key is to create valuable, informative content that speaks directly to your target audience's needs and pain points. When you do this consistently, you'll start to build trust and authority - and that translates into more qualified leads and, ultimately, more sales.
You’ll boost brand awareness, loyalty, and authority
Blogging is a powerful tool that can help you boost your brand awareness, loyalty, and authority in your industry. In fact, according to the Content Marketing Institute, "31% of companies say blogs are most effective for building brand awareness."
As I mentioned above, when you blog consistently, you build trust and authority.
Blogging encourages engagement and participation
Blogging encourages engagement and participation, which can have a significant impact on purchasing decisions. In fact, studies show that people often read blog content before making a purchase, as it helps them make more informed decisions.
According to Demand Metric, "60% of people purchase a product after reading a blog post about it." Also, Hubspot reports that "47% of buyers consume three to five pieces of content before making a purchase decision."
You’ll educate consumers about your business
Educating consumers about your products and services is crucial for helping them get things done and solve the issues they may be facing.
There’s a clear demand for content that informs, educates, and empowers consumers. According to OptinMonster, "71% of B2B buyers consume blog content during their buyer journey."
This demonstrates that educational content plays a significant role in the decision-making process for potential customers and clients.
Blogging drives long-term results
Blogging is one of the best long-term investments businesses can make to continuously attract new prospects, nurture them, and sell more. According to Orbit Media, “80% of bloggers report that blogging drives strong marketing results.”
Blogging helps you share company news
Blogging is one of the most effective ways to share important company news and updates with your audience. Your blog is primary real estate for communicating the latest information, addressing issues, and letting people know how you'll resolve any problems that arise.
According to Backlinko, “51% of companies use their blogs to publish educational content, company news, and industry updates.” This highlights just how crucial blogging is for staying connected with users who actively seek out information on your website.
You can repurpose blog content for social media marketing
Repurposing your blog content for social media can be a game-changer for your marketing strategy.
Think about it - you've already invested time and effort into creating valuable, informative blog posts. Why not leverage that content to reach new audiences and reinforce your brand messaging across multiple platforms?
If you repurpose your blog content, you’ll save a significant amount of time and money that would otherwise be spent on creating entirely new social media posts.
Simply take your best-performing blog posts, extract the key points, and adapt them into eye-catching social media updates. That way you’ll maximize the impact your content has and ensure a consistent brand voice across all your digital channels.
My final thoughts
Blogging for business can make a huge positive difference, so if you haven't invested in your blog, you should. There are many benefits you can take advantage of that will help grow your business in the long term.
Blogging establishes you as an industry expert, drives more traffic to your website, and helps you connect with your target audience. It's also a cost-effective way to generate leads and convert them into customers.
Additionally, blogging indirectly improves your SEO, provides valuable content for your social media channels, and gives you material to share in email newsletters and social media.
The benefits of blogging for business are clear. If you want to stay competitive and reach more of your ideal customers, you need to blog consistently.
Blogging for business FAQ
Generally speaking, blogging is a fantastic long-term marketing strategy that can provide a strong return on investment but it ultimately depends on your specific business goals and whether you are focused on short-term or long-term strategies.
If you commit to consistently creating high-quality, valuable content, your business can reach new audiences, nurture existing ones, and establish yourself as an industry thought leader.
The key is to approach blogging strategically, aligning your content with your target customers' needs and interests.
Yes, as I mentioned above, blogging is one of the best long-term investments businesses can make to continuously attract new prospects, nurture them, and sell more.
All the data we provided above backs this up, businesses that blog report stronger marketing results and are 13x more likely to drive positive ROIs.
Blogging for business may seem like a straightforward strategy, but there are some key disadvantages that you need to be aware of. Just like with any other marketing approach, there are certain challenges you'll need to navigate.
First and foremost, it takes a significant investment of time and effort to research, outline, draft, review, and publish each and every blog post. This can be a major hurdle, especially for businesses that are already stretched thin.
Another potential disadvantage is the technical know-how required. If your business doesn't have someone on staff who is well-versed in web development and content management, setting up a website from scratch can be hard. Fortunately, there are pre-built platforms like Wix and Shopify that can help streamline the process, but you'll still need to ensure everything is configured properly.
And most importantly, you need to understand the sheer volume of content required to make blogging a sustainable business strategy. Many experts recommend having around 100 blog posts to create a website that's substantial enough to grow and scale. And that's not even factoring in the ongoing need to maintain and promote that content to drive results.
One final consideration is search engine optimization (SEO). Far too many businesses dive into blogging without a firm grasp of how SEO works and what they need to do to rank highly in search results. This can lead to a lot of wasted effort if the content isn't optimized properly and promoted.
So while blogging can be a powerful tool for businesses, it's crucial to go in with your eyes wide open. Make sure you have the resources, expertise, and long-term commitment required to make it a success.