Do you know what a blog’s aim is in terms of growing your brand’s online visibility? A blog adds value to the website by answering questions from potential clients and helping them learn more about your product or service. It also provides content for Google and other search engines to index, which can then be used in search results.
Running a blog on your website has many advantages. Continue reading to find out why we advise our clients to start a blog to improve their online presence.
Many of our clients fall into four categories:
We sometimes get asked, “What is the purpose of a blog?” while dealing with new clients.
If this sounds like you, what you are really asking is:
These are also valid concerns. And the fact that you’re asking them indicates that you want to be included in the online marketing of your business.
We’ll have to look into what a blog is, what it doesn’t do, and certain general misconceptions to get the right answers to these queries. We’ll even discuss about how to get the most out of your blog.
What is a Business Blog?
A business blog is a section of a company’s website where material is written to inform the target audience about the company’s goods or services. A blog is a marketing medium that aids in the attraction of potential customers through search engine listings. It is an important part of a brand’s content marketing strategy.
The Purpose of a Blog and What a Blog Does for Your Business
When we speak to businesses about their marketing priorities, one of the first things they often say is that they want to improve their search engine rankings. They deserve to be discovered on the internet. Getting content on the site that search engines can index is an important piece of the digital marketing puzzle. Your blog, in addition to the solutions pages on your site, can play an important role in your content marketing campaign.
Blogging for industry has proved to be an important marketing technique. A good SEO strategy depends heavily on content. Have a look at these HubSpot numbers. The average blog-based website earns:
A blog keeps content fresh and helps you to write articles on essential search keywords on a daily basis. Companies with blogs generate 67 percent more leads per month than companies without blogs, according to Demand Metric.
Your blog provides information that others can connect to in their own content. This ensures more visibility to a targeted audience as well as an increase in search engine rankings. Blog material provides new insights for the business to share on social media and through email marketing, which can then be shared with a larger audience, causing a ripple effect.
Perhaps most importantly, a blog helps you to develop reputation and confidence with your followers. Blog posts are one of the easiest ways to bring your clients in and build a relationships with them by growing brand knowledge, answering their questions, offering useful information that will assist them in purchasing decisions, and delivering “free” value.
A well-written blog post has a compounding impact. It draws website visits, and as the amount of clicks it receives from search engines grows, it rises in search rankings, compounding the effect and the its position in the search engine results.
After you’ve been blogging for a while, you will find that some of your posts perform better than others, attracting a higher number of site visitors. These are referred to as “compounding posts.” Longer posts that are tactical and have material that speaks to a significant portion of a company’s target audience have the greatest compounding impact, according to their findings.
What a Blog Doesn’t Do
A blog isn’t magical, and it won’t attract people to the web on its own. To make a blog post good, several things go on behind the scenes, such as SEO and promotion. The majority of the time, the findings will not be visible for many months.
A blog isn’t going to market your product or service for you. It can be used to teach, encourage, or entertain the audience. In other aspects of the marketing and distribution funnel, leave the selling to content. The “top of the funnel” is blog stuff. Visitors who come to your platform for the first time are unlikely to be able to make a decision. They need to decide if they can trust you first, so don’t want to sell them anything on your blog or they’ll leave and never return.
Common Misconceptions About Blogs
One of the most common misunderstandings about blogs is that they can cater to as many people as possible. In the internet sea, throwing a larger net would not help you capture more trout. If you want to cater to a broad audience, you’ll end up with watered-down material. Your blog should be published exclusively about your buyer profile. It’s critical to do analysis in order to fine-tune the approach to include niche-specific content. Instead of seeking to cater to everybody, educate and persuade the target group.
Another common misconception about blogging is that it’s more about quantity, as in “the more posts I write, the more traffic my site would get.” Though blogging frequently is important, we believe that policy, continuity, and efficiency are more important. Since the posts are written in a manner that brings readers to conversion, a strong approach would help the blog deliver results. Consistency fosters commitment, while quality fosters confidence.
Without marketing, even the best blog barely succeeds. So, if you believe you should only write papers and expect people to discover them without any ads, you’re mistaken. A successful blog would be fun to read and discuss. However, you must first share the content – on social media and in your email campaigns.
Consistency is Key
Producing blog content on a regular basis aids in the creation of your opinion leadership, subscription list, and inventory of content to share on social media. When your readers see that you are consistently bringing value to your group of fans, they begin to trust the knowledge you share.
Blogging on a regular basis is also essential for increasing the domain authority. You’ll link your blog pages to your website’s business solutions pages using a strong link-building technique. If the material is authoritative and useful, other bloggers will begin to connect to it. This network of links will grow over time, indicating to Google that your site is important and useful to searchers.
Since 2015, SMA has regularly produced two to three blog posts every week. We started from scratch and now receive over 15,000 monthly visits. If you stay the course, you will reap the benefits of your labour.
Use Keyword Research to Determine Topics
Keyword analysis will help you find out what subjects are important to your target audience, what questions they’re posing on Google and other search engines, and what topics your competitors are writing about. Pick subjects that your clients like to hear about, as well as topics that your rivals aren’t covering, using keyword analysis. Those knowledge holes provide an opportunity for you to fill in the gaps with useful content that addresses often asked questions.
Make the blog posts more entertaining by using professional photographs and infographics. According to Jeff Bullas, blog posts with photos earn 94 percent more shares. In comparison, blog posts with infographics earn 12% more shares. When you and your fans share your blog posts on social media, photos will make them stand out.
It is not necessary to employ a graphic designer or a photo researcher to produce a visually pleasing and acceptable image. For this, you can also use free stock photos. When choosing a picture for a blog post, make sure it suits the article’s content and won’t be cut off on smaller screens.
When uploading photographs to your CMS, don’t forget to have alt text. The use of alt text in Google picture searches is on the rise, and it can make your photos appear in searches.
Amplify Your Content
Content creation isn’t a one-shot contract. You want to use your blog posts to broaden your audience and increase brand awareness. Use these strategies to get more mileage out of your blog posts:
Measure Your Performance and Adjust
SEMrush, Serpstat, Google Analytics, and Search Console are all tools that can help you track the success of your blog posts. Pay attention to your target demographic and the information you collect from search results and social media posts. A content policy does not have to be rigid. Your blog can expand and change over time.
A successful blog should have evergreen content. However, when you collect feedback on the outcomes of your efforts, you’ll want to make changes. To develop or change your approach, use details about what your followers associate in, who your users are, and what types of material they enjoy.
Patience is needed. The game of content marketing is a long one. Although it is critical to make changes over time, you must still understand that you must wait for things to sort out before making conclusions on whether or not they are successful.
Be Involved in Your Content Marketing
Being interested in the development of your blog’s approach and content is one of the easiest opportunities to have a direct effect on its performance. A decent marketing firm will assist you with this. However, you must be able to participate. Don’t ask them to take care of anything. You are the only one who knows more about your business, your clients, and your competition than you.
As a result, we arrive at one of the problems raised at the start of this article. Is it necessary for you to write for your blog? No, you should hire an agent or a freelance writer to do that for you. If you’re not going to write your own posts, you can at the very least be interested in the plan and subject growth. Your blog should be tied to your organisation and an important aspect of your marketing plan.
You now understand the intent of your blog and the positive effect it will have on your company’s progress. Reach out to us if you’re ready to add a blog to your content marketing plan but are frustrated by the process. Our content marketing team will relieve you of the pressure so you can concentrate on other aspects of your business. And let us know how we can assist you.