Did you know that, on average, companies that blog get 55% more visitors to their website than those that don’t? (Hubspot, 2012)
Effective blogging can provide unrivalled value for a company website, but in order to do it well it will require you to commit valuable resources.
So, is it worth it?
Before committing valuable resources it’s important that you understand the potential benefits if you succeed. Though there are many more, the main benefits can be organised under three main headings.
A business blog should be seen as both a form of social media and as a key communication channel. It allows you to comprehensively address your visitor’s questions, show your personality, show your expertise and build trust. If you regularly provide high quality blog articles which deliver real value to your visitors, they will keep coming back.
If you already have a website, it’s likely that all of your pages have a very clear and defined purpose. Your ‘sales’ or ‘products’ pages, out of necessity, are probably focused on selling your products or services. This is fine, that’s what they should do. The problem is, not everyone who’s interested in your products or services is ready to buy. Some visitors to your site will be checking out the competition, doing some research or maybe just curious about what you sell. Without a blog these visitors won’t find anything of value on your website and you will lose them, perhaps forever.
A blog allows you to show them what you can do, allay their fears and show people why your products or services are relevant to them. Rather than losing them to a competitor, a blog gives you the opportunity to move them further down the sales funnel and, ultimately, turn visitors into customers.
As well as the human benefits, a blog will greatly help your search engine visibility. Firstly, a blog gives you the opportunity to create an individual page which will rank for what’s known as a ‘long tail’ search phrase. This is a 4-5 word phrase that’s much more specific than your more valuable search terms. By targeting these phrases with blog articles you can bring in consistent, highly targeted traffic to your website.
Another key SEO benefit of a business blog is that it allows you to attract high value links to your website. On average, companies that blog have 98% more links coming into their website than those that don’t. This will translate into greatly improved search engine rankings.
Blogging is one of the most powerful ways to increase the value you get from your website. However, in order to achieve that value you need to blog consistently and in the right way. To ensure you get the maximum value from your blog you need to be realistic about your expertise and resources.
We offer a number of options for companies who want to use blogging to help their business grow. Our professional copywriters are able to take complete control of your blogging. They will supply and upload professionally written blog articles and images directly to your website. You will see all the benefits with none of the hassle. You will also be able to rest assured that your blog is being managed in exactly the right way.
Alternatively, if you are keen to manage your blog ‘in-house’, we are able to offer comprehensive training and consultancy to ensure that you go about it in the right way.
For more information about our blogging services or our blog training courses, please don’t hesitate to get in touch.
By Angus Findlay
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