You’ve probably heard (perhaps more times than you care to count) about the importance of content on the web. You know this because in the last few years, blogging for business has sprung up as an undisputed, critical part of any good business strategy.
What you may not know? Why, exactly, that is the case.
The lack of clarity about blogging for business may have you stuck before you even begin the task.
This article should help clarify why blogging for business is indeed an important part of your strategy, worth the time, effort, and resources it may take to create an established blog with a following.
For instance, blogging for business will help you:
1. Funnel new traffic to your website.
Blogging for business will increase the ‘reach’ of your web presence over time, engaging new customers that might never have encountered your business otherwise. If you are a coffee shop franchise owner and you post a blog article on how to make the “best cup of coffee on earth”, you’ll create the opportunity to reach a whole new scope of people outside of the ones who currently visit your company website.
All of those potential customers who just want to know how to make amazing coffee may suddenly know your brand by name. (Sometimes this takes a few visits, but that’s what consistency is for!)
These people may never have heard of your brand or what you do. But by providing them with information they wanted, you are now on their radar. In that sense, blogging for business can be a first critical step in creating new relationships.
2. Create trust and authority.
One of the best things about blogging for business is that it gives you a platform to reveal yourself as an authority in your industry. For example, if you own or run a used car sales company, your company can differentiate itself by delivering on a brand promise. If you want to be the “Used Car Dealer Customers Trust”, then your content can reveal that you are willing to tell customers exactly what to watch out for in a used vehicle, how to check Bluebook information, or what the average resale value of a car of a certain make and model is.
When people learn to turn to your business for information and “the inside scoop”, they trust and respect you more. They’re also far more likely to buy from you.
3. Develop a brand voice.
One of the long-time values of advertising was that it gave companies a voice and a personality. Customers get to know a brand for their wit, their charm, their precision, or whatever else your brand might embody. Blogging for business does this too, but arguably better than advertising does, because consumers are far less concerned about being ‘sold to’, and more focused on gaining information they want and need.
4. Build relationships.
To a large extent, this is very much connected to #2. As you become a trusted source for information (or entertainment, as the case may be), consumers will begin to come to you time and again for information and resources. While they may not become a customer right away, they are positioned to be one. In this case, it is much easier to convert someone you already have an existing relationship with.
Whether you position yourself as a trusted professional or a confidante, creating relationships is key to retaining customers – not to mention referrals.
5. Take the first step in conversion.
Let’s take another example: Let’s say Mike Miller is shopping around for a new (used) car. Every sales cycle is different, but unless he is quite desperate due to some untimely circumstance, there’s a good chance he will start the process by ‘googling’ his car options, long before he is really ready to buy. It’s the digital equivalent of window shopping, and an important part of the process.
If the average car buyer browses the web for two and half months before making a purchase, than catching them early with the right information will be essential to garnering a sale later down the line.
6. Raise your Google ranking.
Trust and authority is also related to search engines, which look for measures of ‘authority’ as a key indicator for how they should rank your site. There are many factors that go into how your site ranks, but two key factors are:
- how many pages you site has (the more the better, generally speaking) and,
- how frequently your site is updated. Because blog posts count as a form of updating, blogging for business is an easy way to keep your site fresh in the eyes of search engines.
In today’s digital world blogging for business is an absolute necessity. Not a writer? No worries! Contact me for more info about my content writing services.