The following is an excerpt from our new e-book, An introduction to inbound marketing.
Inbound marketing involves several elements that work together to help you build your audience and establish trust, including social media, blogging, and search engine optimization.
Blogging goes hand in hand with SEO. Businesses that blog generate approximately 126% more leads than non-blogging businesses. Every time you create a new post for your blog, you’re producing fresh content for your website. This means that your website will have more and more pages indexed on search engines like Google, which will increase the number of customers finding your website. More attention will lead to even more attention, as visitors begin to share your content on social networks like Facebook and Twitter.
Aside from increasing traffic, blogging allows your business the opportunity to display its knowledge and expertise in a given industry, developing trust between your business and your viewers. So not only will blogging help attract potential customers to your website, but your content will keep them coming back – if your content is relevant and useful.
Blogging best practices
Use your keyword research to determine what sort of information people are looking for online. Frequently asked questions from your customers can also be great ideas for blog topics. Remember, the objective is to provide value by answering a question or helping your users solve a problem. What problems can you solve for your audience? What questions can you answer? What is your area of expertise? Think about the problems and challenges your audience faces, and come up with content that addresses those concerns. If the content on your blog seems pushy, or if your visitors recognize your content as an advertisement, they are likely to leave and never return to your website.