Blogging: A Necessity for Any Business

Joseph Whearty

Joseph Whearty
Published December 12, 2019

Graphic of a woman sitting at a computer writing with coffee

You've likely been told that your business should have a blog, and while true, what’s not always clear is why. Understanding the reasons behind implementing this digital content strategy will better position you for success.

Below are four of the most important reasons your business should have a blog.

1. Boost Your Position in Search Engines

Let’s start with the most superficial answer: Blogging is a powerful tool for improving your position within search engines. With Google accounting for more than a third of all product searches, your success as a business could hinge on where your website ranks in response to users' search queries. Achieve a high enough position, and you can start searchers off on their journey to becoming customers. 

What does this have to do with blogging? Excellent question.

Three ways in which blogging can improve search engine rankings include: 
A. Signaling Which Topics You’re Related To

There are always going to be a set of keywords associated with the products and services your business deals in—words people type into search engines to find what they’re looking for. Naturally, you want your website to appear at the top of the results! But search engines can’t deliver your site if they can’t draw the connection between your business and those desired keywords. 

Publishing consistent and comprehensive blog content that addresses topics related to your business and offerings while making use of appropriate keywords signals Google, saying, “This is who we are and this is what we do! You should place us in your results when someone searches a relevant term.”

Do your research before you start, though. Haphazard blogging leads to disconnected and poorly optimized content that won't rank well.
Not sure where to start?
Check out our free content plan template.
 
B. Building Backlinking Opportunities

Backlinking refers to links on other websites directing visitors back to yours, and is one of the most powerful signals to search engines that you’re publishing quality content—and for good reason! In Google’s eyes, if other people are taking the time to link out to your website, it must be good. A collection of blogs discussing a variety of topics related to your industry expands this opportunity for your website.

C. Build Authority With Your Visitors & Search Engines

Search engines will only place you in a high position if your content is considered among the best answers out there to a particular query. In other words, authority is rewarded. 

Robust, well-researched blogging about topics related to your business helps establish this. When visitors encounter a page that touches on the proper topics, provides helpful information, and links out to high-quality sources to back up its claims, it suggests you know what you’re talking about. Visitors will typically respond by staying on the page longer or checking out other pages on your website—behavior Google recognizes as evidence your page deserves to be delivered.

2. Provide Conversion Opportunities

Improving your website’s position for relevant keywords is an excellent and low-cost way to drive traffic to your site. Businesses that sell products and services, though, need more than just visitors to be successful. To transform such great traffic into sales, you must convert them into contacts that can be further nurtured by your marketing and sales teams!

As blog posts are among the most-visited pages on a company’s website, they're also prime locations to provide value offerings in exchange for contact information. This can be as simple as a subscription to receive notifications of future blogs, or other offers such as eBooks, case studies, or consultations. Just make sure these are targeted at the audience most likely to be looking at the blog.

3. Use in Follow-Up Communications 

Similar to their usefulness in creating contacts, blogs can also be tools for keeping contacts and others in your network engaged with your brand. There are a couple of avenues to do that. 

The first common method is to send them as parts of email nurturing campaigns and workflows. If a visitor recently became a contact by downloading an eBook, for instance, you might consider emailing them a list of “Related Reading” that includes a set of posts about that same topic. Blogs are also excellent to share on your company’s social media accounts. Regardless of which you do, sharing the right blog content with the right audiences can keep your brand in their thoughts and encourage them to return to your site.

4. Most Importantly, Blogs Provide Valuable Information to Your Prospects & Customers

I’ve saved the best for last. Keyword rankings, contact conversions, and email campaigns are great, but it’s important not to lose sight of the underlying reason why we create blogs in the first place—to provide prospects with value and answer their questions. 

The foundation of inbound marketing is providing people with helpful information and experiences to work toward a solution to their problems so that they’ll eventually come to you as a customer when they’re ready. A blog is the perfect medium to address the kinds of questions your customers are asking every day. As such, when you’re writing your blog, don’t forget to take a step back, forget about keywords, backlinks and email campaigns for a moment, and ask yourself, “Is this actually going to be helpful to my potential customers?”

If the answer is “Yes!” then the battle is already half won.


Want to learn more? Drop a comment below and the Morey Team will be happy to get back to you. Think you'd like to have a longer chat? Contact Us!

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