As you may have noticed, we recently moved our company blog from a separate site to our company website. This was a strategic decision based on the advantages of hosting a company blog on your website. The power of good content in a marketing plan is becoming increasingly acknowledged, but surprisingly, marketers aren’t sure they are doing a good job. According to a recent study, less than 10% of marketing professionals surveyed were definitely sure how to implement content marketing. If you fall into that category, here is one part of the puzzle: start a company blog.
Launch Your Content Marketing by Starting a Business Blog
One of the cornerstones of content marketing is regular blog posts. It will build organic traffic to your website, establish your authority in the industry and build trust with clients. It’s also not that hard to start. Let’s look at each of these factors individually.
Guaranteed: Starting A Business Blog Will Increase Your Website Traffic
Hands down, the first and most certain reason to start a business blog is because it will increase traffic to your site. Traffic to your site means people are exposed to your brand and your products. It also means your site will be viewed as more of an authority. Google views site traffic and visitor activity (how many pages they view before leaving, etc.,) as indicators of the site’s value to users, so it’s a bit of a compounding effect. Here are three reasons blogging will increase site traffic.
Adding pages of content means Google keeps indexing your site
Consistently uploading blogs to your website means that Google has a reason to keep returning to your site and indexing (Google’s index is a giant library of webpages; a page must be indexed to show up in search results) the new pages you are adding. Studies show that companies who blog receive an average of 434% more indexed pages than those who don’t. That greatly increases the chance someone will find you as they search. Google also values the “freshness factor” which means they would rather provide a recently updated result than one that is, say, 5 years old. If you can’t differentiate yourself on information alone, providing that information most recently can move your site up the rankings.
Now you have quality, original content to share on social media
Is your social media engagement low or does your social media manager ever run out of material to post? Sharing your company blog is and easy and quick way to give followers access to a valuable resource. Since the resource is housed on your site, it gives them another reason to visit your site and hopefully click around to view other pages as well.
People have a reason to link to and share your site
Another compelling to reason to host a blog is the opportunity to earn links. As people read your content and glean value from it, it’s very likely they will share it on their own site, in a forum, or on social media. In fact, companies who blog receive 97% more links to their website than those who don’t. That is a remarkable statistic.
Be Established as an Industry Authority and Build Customer Trust
Posting well written, insightful articles builds your credibility as an industry authority. As you build a wealth of useful content on your site, other industry members, and most importantly, potential customers, begin to see you as a valuable resource. You don’t need to uncover groundbreaking research or a game-changing theory. But you do need to be consistent, clear, and practical. People are reading content because they want to conduct their own research surround a pain point and are looking for trustworthy sources who are giving straightforward answers. 20 years ago, they might have called your customer service or sales rep for answers. Now your blog is providing that education.
Here are 5 best practices for your blog
So blogging is great, but you’re not sure how to do it. Here are 5 best practices to employ.
Help your readers: identify a problem your target audience is having and write about it. Keep your blogs educational, not promotional.
Proper keyword/SEO: determine exactly what searchers are typing into Google that is relevant to your business. It might be different than what you assume. Select one keyword to focus on per page. Then make sure you are using it naturally on throughout the title, headers, and copy.
Frequency: ultimately, the more the better. But be realistic about how much content you can produce. However, once a month is the bare minimum. If I visit your blog a few times and never see new content, why should I keep coming back?
Promote on social: writing a post and hitting publish feels like an accomplishment, and it is! However, your work is not done yet. Since you went to the effort to write, make sure to maximize your blog’s reach by posting a link to Facebook and Twitter. If you are B2B, make sure to upload your content to LinkedIn.
Measure, analyze, adjust: using Google Analytics, you can measure which posts are most popular. Learn what works and what doesn’t. If you feel like you have some valuable content but it doesn’t get any traffic, don’t throw it out, repurpose it in another format and promote it.
Now you’re ready to launch into the world of content marketing. Writing, optimizing and sharing is a surefire way to increase traffic to your site. To learn what a full content plan would look like, contact us to learn about our Content Rx product, which provides a content audit and a strategic perscription to organize and maximize your content grow your site.