The business value of blogs

Ronelle BesterInsightLeave a Comment

woman reading blogs

Blogging enables you to reach the billions of people that use the Internet. But, you have to rank well in search engines to achieve that goal. According to HubSpot, 75% of searchers never look past the first page of search results – which means you have to be there.

Why consider blogs?

You may have heard the phrase “content is king” before. Blogs are a testament to that adage. The fact is that it’s a tried and tested method to rank better in search results, which will lead to increased organic site traffic. Statistics show that companies who blog increase their website visitors by 55% on average.

The main purpose of blogs is to grow your online visibility. On its own, your website doesn’t attract that much attention, or make you stand out. But blogs can, because the people in your audience use search engines to find information. According to Search Engine Journal, 70% of the links users click on are organic.

Blogging can add value by educating people about your product or service. It can also add a personality and voice to your company. And, it can increase your authority on important industry topics. What’s more is that by using search engine optimisation best practices in your blogs, you can get your website ranked higher in Google search results.

The benefits of blogs

Here are 8 ways that blogs can benefit your business:

  1. It can keep your clients and prospects in the know about your organisation.
  2. It drives traffic to your site via SEO efforts.
  3. It assists you in improving internal linking.
  4. It gives you an opportunity to build your email database by requesting that people sign-up at the end of a post.
  5. It allows you to educate people about your offerings.
  6. It can draw in new customers and increase exposure – lead generation is one of the most valuable benefits of blogging.
  7. It can increase trust in your brand through thought leadership and great industry advice.
  8. It helps to keep your social media presence going.

Consistent blogging is one of the most effective ways to build brand awareness, while providing relevant and useful content to your target audience.

Understanding SEO

SEO, or search engine optimisation, is the name for a variety of practices that assist in increasing the visibility of your website. Essentially, search engines utilise algorithms and bots to index the entire web, and analyse all pages online. From there, they categorise and order pages.

These bots and algorithms organise pages based on various factors. Examples of these factors include internal and external links present on a page, keywords, the speed of the page, the authority of the page, and meta descriptions.

But, you must keep in mind that being visible online is about more than just technical aspects. You must write content for humans to read, not for bots and algorithms. Because, if you’re writing to be noticed by the search engines, it’ll be obvious and readers will quickly lose interest in your message.

Quality blog content answers a question, solves a problem, entertains, or otherwise gives your target audience the information they are looking for. It is clear and accurate, easy to share or reference.

Long form vs short form content

Both short-form and long-form content have their place in a content marketing strategy, and both can be very powerful tools in your marketing toolbox. You just need to choose the right form of content in the right context.

Short-form blogs are usually 1,000 words or less, and is typically quick and easy to digest. The content covers a specific topic, getting a single message across in a simple way. You can also repurpose this engaging content for your social media.

Conversely, long-form content is more than 1,000 words, and dives deep into a topic and covers it in great depth. This type content can be presented as guides and tutorials or whitepapers and eBooks. It is aimed at educating and informing those looking to answer a specific question or learn more about a topic.

Shareability is important, and both of these forms of content are great for sharing. But, as you can see, having both types ensures that you’re catering for your audience no matter what reading mood they’re in.

Media article vs blogs

You may be wondering, “why can’t I simply use my media articles as blogs?”.

The simple answer is because they’re completely different things. Above all, the main difference is that blogs are self-published and media publicity is earned.

Media articles are usually written objectively, giving your opinion on a hot topic in the industry without mentioning your products or services. On the other hand, a blog allows you to convey your company’s personality, promote your products and services, and commonly focus on evergreen topics that are relevant no matter when you read it. Therefore, you can use your own tone and style, and you can show your authority on industry topics, using a blog.

Final thoughts

By creating quality educational content that resonates with your ideal target audience, you’ll naturally improve your SEO. Try to write and publish as often as possible, but not at the cost of quality. Because, the more quality content you have on your website or blog, the more opportunities you create for organic traffic to come your way.

To find out how we can assist to write regular blogs for your organisation, visit our services page.

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