It’s a pretty regular thing now that we get challenged on the importance of a Blog page on a website. There’s so much interest and hype around video as the key medium for delivering your message, ideas, service that Blogs are being seen as irrelevant. This is very much not the case. A blog is a hugely important piece of any digital strategy. It’s power must never be underestimated. From what we see, most businesses don’t want a blog because they are simply a pain in the a**. Like any key digital tool, they take time effort and management.

Some of the Stats

So what is it about a blog that makes it a key component in any digital strategy or marketing mix. Blogs form a hub at the centre of any digital strategy. They are the basis from which you can share your business information with the world. From products to projects and milestones to the people who make it all work, a blog covers all that information which your customers value.

A blog should be linked with all your digital marketing tools. In sharing newsletters it directs customers to valuable content on your web page, driving traffic and interaction. Through social media, it enhances your brand image as an authority in your business sector. While for search engines it increases the chances that your website will be found over and above your competitors.

Here are a couple of stats that highlight why it’s still hugely important.

·         There’s a 434% chance that your website will rank higher in search engines with a blog forming a part of your website. (Tech Client)

·         Businesses who use a blog as part of their content marketing mix generate 67% more leads than those who don’t. (Hubspot)

Those stats alone are a pretty good reason to bring out your inner blogger.

SEO (Search Engine Optimisation)

Search engines have grown up in the last few years. They’ve evolved to look at your site content in a lot more detail than in the past. It’s not enough to build a site, add some company details, a few tags and content that never changes. Search engines like Google and Bing crave fresh and relevant content. They want you to share what’s new with your business and its customers. They want you to put relevant content that explains what you do and who you are. They want your customers to find you through information that is relevant to what they are looking for. If you give Google or Bing what they need. They will show your site to your customers.

Establish your Authority

Regardless of what you do a blog is an incredible way of establishing you and your business as an authority in what you do. It gives your business an opportunity to develop its voice, its persona. Sharing content that is valuable to your customers. Expert information in your field that contributes to confidence in you and what you do. Increasingly potential customers are doing their ‘homework’ before they make an inquiry or complete an online purchase. A blog gives these customers an insight into you. Providing reassurance that you will meet their expectations.

Trust

People trust blogs. Particularly when you address the needs of your customers. It’s an unrivalled way for you to address any of their concerns. Fill in any gaps in their knowledge. While doing this your brand persona will develop (in line with your marketing strategy). Increasing your brand's ‘likability’ factor. Helping customers form personal attachments to your brand and how you speak to them. This differentiates you from your competitors. As with people, personality is… well personal. Your blog gives you the ability to share this personality, your business culture, and your beliefs.

Sharing is Caring

It’s something that is taught in preschools around the world. Sharing is caring. This covers two areas. By sharing useful information with your customer for nothing you’re showing them that you care about them. You value them. You want to help them.

The content you create is also available for them to share. They have the ability to spread your knowledge within their business or with their friends (depending on what you are selling). By doing this you are generating all-important referrals back to you, your website and what it is you do.

Enhance your Brand

Blogs not only support your brand, but also enhance and establish it. For a small business or a startup, a blog helps to establish that rapport with your customers. It’s your opportunity to harness the power of storytelling. Putting your expertise into your own words and sharing it with the world. Making it stand out in your own unique way.

Blog Planning

One of the key parts of a successful blog is consistency. If you are going to blog (which you definitely should be) you have to be consistent. This doesn’t mean that you have to be posting daily or even weekly. However, if you commit to one blog per month just make sure you meet that target. It’s always a good idea to bring your blog into your marketing calendar. Highlight in advance what topics are relevant to your customers. Depending on what you do this could relate to seasonality, a project you are working on, a product launch or any of the myriad of topics which your customers will find relevant and useful.

Get Blogging

So, if you’re not blogging. It’s time to start, so your business can build the benefits. Take some time, work it into your marketing strategy. Start posting consistently. The benefits will be there. As a small business or startup, it can seem like it takes too much time but it is worth it! The best bit. It’s free. It’s your knowledge, your skills, your product, your brand and your business. It’s time to let the world know how great you are.

How do you like our blog? We’d love to hear how we can make it better. More useful. If you have any questions or topics you think we should look at, then get in touch. You can leave us a message on our online chat or email us at letstalk@usualcreatives.com.