Over 600 million business websites regularly publish blogs as prospective buyers view 3-5 pieces of content before contacting a sales rep.

Over the past decade, blogs have been proven to work for business. 53% of marketers now consider blogs key to their marketing strategy, and businesses with blogs generate 55% more website visits than those without. So in case you were wondering, not having a blog probably means you’re missing out on potential business. Watch this space over the next few weeks as we dive into exactly how you can turn ponderings into profit.

Blogs improve your Google ranking

In 2018 Google changed its algorithm to favour businesses that share useful, informative content to achieve its ultimate goal to connect searches with what they need. Blogs demonstrate to Google that you’re offering a great experience for searchers landing on your page.

Blogs both show and tell

Content is king but many companies providing services or products have a great store of knowledge that they simply don’t share. Whether it’s showing your team’s skills via a case study, or describing the way in which you manufacture what you sell, authentic blogs are a great experience and one that visitors really enjoy.

Blogs provide reasons to buy

By addressing your cutomer’s ‘pain point’ – that specific problem which your product or service can solve – your blog can show how you provide an effective solution. Stories, anecdotes and customer testimonial blogs, together with clear calls to action, are extremely effective conversion tools.

Blogs boost your website’s SEO

Blogs are great vehicles for keywords, especially long tail keywords that expand your online reach. Suppose your major keywords are ‘outdoor lights’, or ‘garden lights’. Creating blogs that use long tail phrases such as: “tips for summer barbecues’, or “designing the perfect patio”, gives you the opportunity to reach new markets.

Blogs give substance to your social media

Continuously finding original content for posts can be exhausting. Blogs offer many great content options: from them can be extracted a multitude of quotes, facts or tips. Or they can be published in full and recycled when the opportunity presents itself in the form of a query, or news item.

Blogs help you position yourself as an expert

Blogs are the perfect platform to have an opinion about your sector. It’s not about pontificating; it’s simply showing that you have a distinctive perspective to share. If, for example, you work in agriculture, you might want to write about the need to attract students, or women, into the sector.

Blogs are useful and make visitors’ lives better

As we’ve mentioned before, content is king. And content marketing is all about delivering value. “How can I make my customer/visitor’s’ life better?” The most popular ways to create value include:

Professional hints and tips

‘How to’ step-by-step guides

Checklists

Human stories

Blogs start conversations

Business in the 21st century is all about engagement, rather than ‘selling’. That means finding ways to have a conversation with your customers. Blogs offer a golden opportunity: start out by offering an idea, or solution, and ask for feedback in response and ideas for collaboration.

Starting a blog is a big commitment though. Consumers have come to expect authentic, useful and highly personalised content that is worth their while. Be sure to consult an expert or two before taking the plunge.