Start a blog, they say. It will bring in leads and help you grow your business, they say. But “they” don’t realise you don’t know a thing about blogs or writing. So how can you take advantage of the business benefits of blogging?
Research shows there are over 500 million blogs worldwide. The majority of internet users read blogs, and most businesses that blog say that blogging has increased their website traffic, clicks, and conversions.
But popularity contest aside, why should you blog, especially if you’re not confident in your own writing skills? Some benefits are just too big to ignore.
Blogging Gives You Credibility
People are more discerning than ever when it comes to who they do business with. There’s a lot of competition out there, especially as more companies are doing business across borders. The rise of fake companies and scams during the pandemic certainly hasn’t helped to foster online trust.
One study found that nearly 7 in 10 consumers agree that a blog adds credibility to a website. Think about it: this is your chance to speak directly to your website visitors. You can tell them exactly what you want them to know about your business, products, services, or anything else related to your industry.
To build that credibility even more, 63% of respondents say they look for multiple blog authors. In fact, the majority of users say they prefer to get to know a company and its people through articles, not ads.
Show them what makes you an authority in your niche and why you’re a clear choice to do business with.
Blogging Boosts Your Visibility
Having a hard time ranking in search? A blog might change that.
Websites with blogs have 434% more indexed pages than websites without a blog. More indexed pages give search algorithms more ways to “learn” about your website and what you specialise in.
It also gives you more opportunities to rank for more keywords. When you’re limited in website content, your copy is also limited in real estate space. Adding blog articles gives you more chances to work in keywords related to what you do without resorting to keyword stuffing or other black hat SEO tricks.
Customers can’t buy from you if they can’t find you. Adding a blog can help you improve your online visibility and put you in front of more active buyers.
Blogging Lowers Your Marketing Costs
No matter your marketing budget, it’s always a good thing if you can save money without sacrificing results. That’s the beauty of blogging – it’s an extremely low-cost way to market your brand.
For starters, blogs are relatively simple and inexpensive to produce. What’s more, you own that content for life! Write an article one time and keep using it in your marketing to get as much value as possible.
Also, you’ll end up with loads more content to fuel your social media strategy. Share your articles on social to stay top of mind with your audience, bring in new leads, and give more value to your audience.
Blogs Market to Your Audience 24/7
Unlike your marketing team, your blog articles can speak to your audience at scale every day of the year. The leads your blog attracts are usually high-quality leads because they’re showing interest in whatever topic you’re writing about.
And unlike paid ads that disappear as soon as you stop paying for them, your blog is owned media. As long as you own your website, your blog will remain your asset.
How Non-Writers Reap the Business Benefits of Blogging
Not a strong writer but still want the business benefits of blogging? You don’t have to be an SEO know-it-all to get the most out of blogging. Here are a few strategies you can use to get started:
Hire an In-House Blog Writer
If you want to go all-in on a blogging strategy, hiring an in-house blog writer gives you a fast path to success. They can fill in the writing skills gaps on your team so you can get the business benefits of blogging without doing it yourself.
Granted, this does mean adding someone else to your payroll. But it also means having a dedicated resource that will focus solely on your blog and help it to grow.
Outsource Blogging to a Freelancer
A freelance writer gives you another fast track to blogging. They’re specialists in writing for the web, plus they often have other special skills, such as search engine optimisation (SEO) or writing for specific industries. Freelancers also give you a chance to “test out” your blog without taking on a lot of payroll and overhead expenses. You can hire them on a per-blog basis and only pay for what you need.
Ask for Guest Blog Posts
If you don’t like the idea of hiring a professional writer but don’t want to write your own blog articles, consider the crowdsourcing option. A guest post is a blog article written by a third party under their own name but published on your website. Bloggers and professionals are always looking for guest posting opportunities because it allows them to grow their own online presence and credibility. This helps you, too – you get free blog articles for your website to deliver value to your audience!
Most importantly, if you want to get the biggest business benefits of blogging, make sure you give your blog enough time to catch on. You may not skyrocket your traffic or leads overnight. But much like a savings account, you’ll build value over time – as long as you’re consistent and putting content quality over everything else.