So you want to start a company blog, eh? That’s ambitious. And smart. People crave information, and with nearly half the world’s population using the internet, 3.2 billion people now have lightning fast access (most of the time) to any information they desire. Many of them seek the information you have to offer.
With that said, business blogging is unmistakably a long-term investment in the success of your business, and it significantly impacts your organic search visibility, website traffic, and even your credibility.
We conducted a survey recently to find out more about how people consume content on the web. Not surprisingly, video was the top choice, but blog posts came in second and tripled the third-place contender.
People may love consuming blog posts, but how does creating them tip the scales in your favor? Let’s take a look.
Blogging improves lead generation
One of the most significant benefits of blogging is that it increases your ability to bring in more leads. In fact, a study conducted by HubSpot suggests that blogging can increase your lead generation by up to 67%!
The same study found that marketers who prioritize blogging are 13X more likely to see a positive marketing ROI.
One reason for this is that creating content establishes you as a source of knowledge regarding your topic(s). This is great because people are more likely to trust someone they view as an authority on a subject. Would you trust me or Stephen Hawking more to explain the quantum mechanics of black holes? My point exactly.
Our survey also found that one in four respondents trust content from independent thought leaders above all other sources. Just imagine, that independent thought leader could be you.
Blogging enhances your SEO
Search Engine Optimization (SEO) is an utter necessity if you’re doing business online. Blogging helps to fortify your SEO strategy for a variety of reasons, including:
- More pages get indexed by search engines.
- It allows for a more robust internal link structure.
- Other websites are much more likely to link back to your site.
Links are extremely important to any good SEO strategy. By putting great content out into the world, you are much more likely to receive backlinks from other websites which can significantly boost your SEO.
Just how much of a boost you receive will depend on the domain authority of the linking website.
Blogging is cost-effective
Unless you hire a dedicated staff writer or outsource your content creation, blogging will only cost you one thing: your time.
Maybe you’re using PPC advertising, which can also be highly impactful. The problem is, if you’re not a PPC guru, it may put a price tag on your leads that can exceed triple-digit numbers.
Blogging is great because it also increases your organic reach—indexing more pages with search engines to increase your likelihood of showing up in search results. This fact alone should ignite a fire inside you to start writing for your company blog because organic search results trump paid results a whopping 94% of the time.
To wrap it up
There are few things in the world that can be of greater benefit to your business than maintaining a quality blog. Except, maybe a tool that would automatically redirect traffic from your competitors’ websites to yours. Ok… Back to reality. Until that tool comes out, we’ll stick to the strategies that work, and blogging is just that: a strategy that works and has significant long-term benefits.
If you are having trouble getting started, our series on Content Generation for Small Businesses will help you get going.
Have you tried blogging for your business before? Tell us about it in the comments!