If you ever meet someone who thinks a company blog is a waste of time, here’s what I want you to do: Slap them across the face and let them know exactly how deep their level of idiocy extends to.
Eh, actually, maybe don’t resort to violence. We were kidding.
But seriously, if someone doesn’t understand the necessity of a company blog, try telling them B2B marketers who blog receive 67 percent more leads than those that do not. And maybe send them a link to this blog post, because we’re including our top four reasons that a blog will change your business for the better.
Reason #1: A blog will drive traffic to your website
It’s elementary reasoning, really: You want more people to visit your website, and a blog can help you with that. Often, it’s the one part of your website that gets updated with any frequency, which lets users all over the world wide web know that you’re still alive and doing business. Plus, every time you add a blog post, that’s like adding a branch to your website’s tree: A blog post becomes an indexed page, which means it’s one more way for your website to show up in search engine results.
When you write a blog post, you’re also creating content that’s easily shared on social media platforms. This blog post, for example, will be Tweeted and posted on Facebook and LinkedIn, which will help reach potential clients who might just be lazily scrolling through their Twitter feed while on an extended afternoon bathroom break. (Hey, we’re not here to judge.)
Plus, your social media manager will love you for creating content that makes posting to those social platforms easy — that way they don’t constantly have to create new content. And you want to keep your social media manager happy, because she has an ugly cry face. Sorry, Elizabeth.
Reason #2: A blog is a direct connection with consumers
Not only does your blog get more traffic to your website, but it helps convert that traffic into leads. How, you ask? One simple step: At the bottom of every blog post is a call-to-action linking to an offer — an e-book, a consultation request, a webinar — to keep the visitor engaging with your content.
Not only did your blog help get this new visitor to your page, but the visitor then sees the CTA for a free offer and (ideally) clicks on it, which takes them to a landing page. The visitor fills out a form with their information, submits it, and receives the offer. Boom, that visitor just became a lead for your sales team. Marketing magic right there, folks.
Reason #3: Blogs will boost your SEO performance
Remember when we said that each new blog post became an indexed page on your website? Well, that’s super-important when it comes to SEO. If you’re frequently creating content for your website, search engine crawlers will frequently visit your website, and new content will be indexed even faster. New content or time-sensitive offers that you publish on your website will be found faster by users.
Plus, each article you publish on your blog could be picked up and linked to by another page that liked your content — like this link right here — and the more backlinks you have, the higher your SEO rating.
Reason #4: An authoritative blog will make you look like an authority in your industry
If you’ve got a blog that’s bursting with useful information, you’re going to look like the smartest guy in the room. Instead of spending 400 words trying to sell something, spend 400 words educating and engaging your readers — it’ll humanize your company a little bit, and people like that. Even when someone is buying something, they don’t want to feel like they’re being sold something.
Plus, your blog content is an easy way to help visitors (and potential leads) gain a deeper understanding of your brand. The language you use in your blog will tell the reader what kind of company culture you have, how you view yourselves and your product — it can entice them simply by being personable. Once you’ve established rapport, customers will look to you as a reliable resource for information on your industry, and they will come to you when it’s time to buy.
Do you have questions about inbound marketing and how it can help you attract more visitors to your site and convert them into leads and customers? Learn more about the makings of a successful inbound marketing strategy with our free e-book, An Introduction to Inbound Marketing.