The Power of Blogging (Why Every Company Needs a Blog)

Company websites require blogs. Not only do customers expect the convenience of blogs from company sites, but blogs can also be powerful online assets. If your business doesn’t have a blog yet, here’s why every company needs a blog, including yours.

drive more website traffic

Blogs are known to increase website traffic,55 percent increase in visitsaccording to a study. They are particularly adept at increasing site traffic for a few different reasons:

  • Blogs can be written about virtually any topic, so companies can target specific queries and longtail keywords users search for
  • Blogs that cover a topic well can get relevant and authoritative links, thereby helping to improve the backlink profile of the website
  • Blogs can contain internal links with any desired anchor text, so companies can use carefully selected words when linking landing pages and product/service pages.
  • Blogs evolve to include a large amount of content, making them the foundation of many content marketing strategies.
  • Blogs can be broadcast on social media, potentially garnering likes, comments and shares for a company’s social profiles

Some other strategies will also increase website traffic. As the number of posts increase, so do the blogs maintain their traffic growth, gradually accumulating more and more views.

Educate audience on product usage

Many companies write blog posts on how to use their products/services. This is a particularly fertile topic.

No one knows more about a product than the company that offers it, and potential and current customers often have questions. Blog posts written about how to use your company’s product are multi-purpose. they can do:

  • Show potential use cases to customers, thus possibly expanding the potential customer base
  • Addressing customer concerns and apprehensions, thus breaking down barriers that are preventing potential customers from making a purchase
  • Answer questions from existing customers, thus reducing the number of inquiries sent to customer service
  • Demonstrate how customers can get more from a product, thus making the product more valuable

is a company blog that educates an audience particularly welltailor brand blog,

Blog posts such as How to Start a Small Business, How to Build a Brand Story from Scratch, and How to Brand Clothing explain how tailor brand services fit within a company’s setting or branding. These posts don’t delve into the specifics of the company’s services, but rather how those services fit in with other aspects of running a business. This is especially important when a service is one of many services that businesses may need.

Blog posts such as types of logos, what makes a good logo, and the meaning of logo colors specifically help customers make better use of a company’s services (particularly its logo maker). This is especially important for companies like Taylor Brands, which offer some level of DIY solution.

increase lead

Everything that is put into a blog is ultimately invested with a single objective in mind – increasing leads. The increased traffic and engagement that blogs provide does exactly that.

A blog brings in potential leads that many other lead generation methods may miss. Visitors who search for long-tail queries that address blogs may not land on a product/service page. They may not be in the database for purchase. They can’t read filtered emails. But they read a blog.

Everyone who reads a company’s blog is somewhat interested in the company, and thus leads. Visitors are leads that may be missed by other methods of lead generation.

get conversion

More leads create more conversions. Closing a blog post with a hard sell will likely result in extremely low conversion rates. However, soft calls to action can convert well. Blogs are excellent ways to generate leads, email subscriptions, contact information, or landing page views.

Such conversions don’t lead to sales right away, but each conversion brings a visitor one step closer to becoming a customer. Higher conversions will inevitably lead to higher sales in the future.

set authorization

Longform blog posts that cover topics in detail can help establish a company’s authority. Not everyone will read a multi-page blog post with minute details and extensive citations. Those who do are likely high-quality leads, though, and everyone who sees such a blog will be impressed.

In other words, blogs provide a medium for companies and professionals to showcase their expertise. Lectures and books do this too, but starting a blog is much easier.

Arch Investing BlogShows how authority can be established. Standard posts are 5,000+ words, 50+ citations, and 12+ charts/tables. These are tomes that make standard short blog posts look like Post-Its.

By investing so much in education through the blog, Arch Invest and its founder Cathy Wood have become iconic in the investing world. The firm has widespread institutional exposure, and is also a favorite among many retail traders. The reputation has largely come from open-source educational resources, such as articles on blogs.

share company news

Blogs are one of the few mediums where companies can brag without being insulting or seeming pretentious. A blog is widely considered an appropriate place to share exciting news about a company. It is also an especially good way to share news, as news can be skewed or phrased however a company would like.

For companies that have regular updates, a blog may be made up entirely of company news. Some companies make their blog only about awards, achievements and updates. Other companies maintain a primary general blog, but then also have a secondary blog for company news.

Marcus Investments has an example of a dual blog strategy. The company has a main blog calledInsightsWhere posts analyze income strategies, taxes, investments, etc. There’s Another Blog Aptly NamedPress Room/NewsIncluding company updates.

A news blog may be a reprint of press releases, or it may be a post written by the company.

established a company voice

While everything a company publishes contributes to the company’s voice, certain written assets have an impact on a blog. The length and frequency of blog posts make a blog one of the most influential assets that contribute to a company’s voice. The sheer volume of words has an impact of reasonable size.

Furthermore, the impact is not only on the visitor as they read the post. Employees and writers also become more familiar with the company voice as they compose multiple posts. This can help employees develop the company voice, and/or better adjust their personal writing to the desired voice.

sustain growth

Blogs literally grow in number of posts, and they become more valuable as they grow. New posts continue to expand the company’s content library, thus presenting all the benefits that new content provides. Older posts can remain high in search results to attract visitors.

Don’t expect a quick return on your investment in a blog. Companies that consistently maintain their blogs are often extremely happy with the long-term return on investment.

Create a Company Blog

If your company doesn’t have a blog yet, creating one is a big but worthwhile investment. Publish your first post today (or the day after you write it), and you’ll be rewarded for publishing more in the weeks, months, and years to come.

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