With nearly 4 billion people currently connected to the Internet worldwide, there has never been a better time for businesses to incorporate blogging into their marketing strategy.
Blogging not only drives website traffic and promotes your products and services, it also helps you build trust with your potential customers.
In this post, we’re going to highlight the many benefits of blogging for businesses and how you can start creating relevant content that will drive inbound links and traffic to your website.
What is business blogging?
Business blogging is a marketing tactic that uses blogging to give your business more visibility online. A business blog is a marketing channel (just like social media, direct mail, email marketing, etc.) that supports business growth.
The benefits of blogging for businesses
One question many people ask themselves after starting a business is whether blogging will be worth it in 2021.
Short answer: yes! And here are the reasons why we say that.
1. It helps drive traffic to your website.
Raise your hand if you want more website visitors. Yes me too.
Now think about how people find your website:
- You could type your name right into their browser, but that’s for an audience you already have. They know who you are, you are on their radar and that is not helping you get more traffic over what you are already getting.
- You could pay for the traffic by buying an email list (don’t dare!), Blowing it up, and hoping some people would open and click through the emails. But that’s expensive and illegal.
- You could pay for the traffic by running tons of paid ads, which isn’t illegal but is still quite expensive. And once you run out of money, your traffic won’t come either.
So how can you attract new traffic or readers to your website? You can do that by blogging and optimizing your website for search engines.
This is how it works.
Think about how many pages your website has. Probably not a ton, right? And think about how often you update these pages. Probably not that often, right?
Blogging is a great way to solve both of these problems.
Every time you create and publish a blog post, it is another indexed page on your website. This means one more way for you to appear on the search engine results page (SERP) and increase traffic to your website in organic search.
We’ll learn more about the benefits of blogging in your SEO a little later, but it’s also another clue to Google and other search engines that your website is up and they should check in regularly to see what new content comes up.
2. You can use blog content for social media.
Blogging for your business will also help you get discovered through social media. Every time you create a new article, you create content that people can share on social networks (Twitter, LinkedIn, Facebook, Pinterest). This is a great way to bring your company to a new audience that you may not already know.
Blog content also helps keep your social media presence going.
Instead of asking your social media manager to keep creating brand new content for social media (or creating that content yourself), your blog can act as a repository for content.
You strengthen your social reach with blog content and bring new website visitors to your blog through your social channels. Quite a symbiotic relationship, I have to say.
3. It helps convert traffic into leads.
After you have received traffic to your website through your blog, there is an opportunity to convert that website traffic into leads.
Like every blog post you write is a different indexed page, each post offers a new way to generate new leads.
It’s straightforward to use: just add a call-to-action to any blog post that generates leads.
Often times, these calls to action lead to free e-books, white papers, fact sheets, webinars, trials, or basically, content that someone would be willing to share their information on.
To be very clear on who’s not familiar with how traffic-to-lead conversions work, this is very simple:
- Visitor comes to the website
- Visitors see a call to action for a free offer
- The visitor clicks on the call to action and is taken to a landing page that contains a form in which to fill in their information
- The visitor fills out the form, sends information and receives the free offer
If you scroll down this blog post, you will see a call to action.
In fact, 99.9% of the blog posts we publish have calls-to-action, and so should yours. This way, you will turn your website traffic into leads for your sales team.
Note: Not all blog readers become leads, and that’s fine. Nobody converts 100% of the people who read their blog into leads. Just get blogging, pull up any blog post for action, benchmark yourself for visitor-to-lead conversion rate, and strive to improve the benchmark every month.
4. It produces long term results.
The best business blogs answer frequently asked questions from their readers and customers.
If you consistently produce valuable content or articles for your target audience, you will be established as an industry leader or authority in their eyes.
Can you imagine the impact of sending a blog post that you wrote to clear things up for a confused customer? Or how many more deals could a seller make when their leads discover blog content written by their seller?
Establishing authority isn’t as concrete a vanity metric as traffic and leads, but it’s pretty powerful. You can use it to measure sales activation.
Because at the end of the day, that’s a lot of your blog posts.
Think about it:
- For example, suppose potential customers find answers to their everyday questions from blog posts written by employees at your company. In that case, they’re much more likely to get into the sales funnel and trust what you have to say because you’ve helped them in the past – even before they were interested in buying anything from you.
- Prospects who have read your blog posts usually get into the sales funnel with more knowledge of your products and services, your place in the market, and your industry. This results in a far more productive sales pitch than one between two relatively strangers.
- Sellers who encounter specific questions that require detailed explanation or a documented answer can refer to an archive of blog posts. These articles not only help move the sales process faster than if a sales rep had to create the assets from scratch, they also position the seller as a helpful resource for their potential customers – and thus help build trust.
5. Blogging helps with link building.
Incoming links or backlinks are among the 200 factors that the Google algorithm takes into account when ranking a website on the search engine’s search results page. Many experts and small business owners also believe that backlinks are the third most important factor in search engine optimization.
While generating inbound links is essential, 41% of SEO pros say that creating links is the hardest part of search optimization.
When you create articles that are valuable not only to your prospects but also to other companies that your audience sees as industry leaders, it will be easier to get relevant links.
Links for relevant websites are provided as a vote of confidence or recommendation from other websites. And it signals to Google that you are trustworthy and an expert in your industry.
Another benefit of backlinks is that they help you build your domain credentials, which can improve your overall search engine visibility.
6. It produces long term results.
It would be awesome if you could take a trip to Hawaii, hit the gym, and get as many hours of sleep as you want and still get traffic to your website.
Good news! That’s what blogging does – mainly through search engines.
This is what I mean:
Imagine sitting down for an hour on Sunday to write and publish a blog post. Let’s say the blog post got 100 views and 10 leads on Monday. You will get another 50 views and five leads on Tuesday as some more people find these on social media and some of your subscribers get caught up in their email and RSS messages. But after a few days, most of the fanfare from this post will wear off and you’ve got 150 views and 15 leads.
It’s not over.
Since this post is now ranking, it means you can continue to get traffic from this blog post for days, weeks, months, and years. While it feels like day one or going broke, in reality blogging is more like this:
So while you’re snoozing your snooze alarm, surfing Hawaii, and pumping iron, you’re also driving traffic and leads. The efforts you put in yesterday could result in hundreds of thousands of views and leads in the future.
In addition, there are many creative ways to monetize your blog content. Business models like affiliate marketing mean you can generate income from blogging on just about anything – from makeup and beauty to camping and motorcycles.
There are a variety of affiliate programs that can help you generate income by referring people to relevant products and services.
When it comes to blogging, most of your sales will likely come from your older articles.
More than half of the traffic generated monthly on the Hubspot blog comes from posts published in the past few months. They come from old posts.
The same applies to the leads generated in the current month. About 90% of the leads we generate each month come from blog posts published in previous months. Sometimes years ago.
We call these types of blog posts “compounding” posts. Not every blog post fits into this category, but the more evergreen blog posts you write, the more likely you are to land on one of those compound blog posts.
In our research, we found that around every tenth blog post contains compound blog posts.
For me (and hopefully for you), this shows the scalability of business blogging.
While you may not see immediate results over time, you can count on a predictable amount of traffic and leads for your business without additional investment in resources – the work of generating that traffic and leads is already done.
If you want to learn more about the long-term effects of blogging and how you can get even more benefit from the blog posts that rank in organic search for your business, read this article, “The Blogging Tactic That Nobody About.” speaks “About: Optimizing the past. “
7. It helps you share company news.
Another benefit blogging has to any business large and small is a medium to share their company news and stories.
In addition to articles, blogs can contain messages highlighting what a company is up to.
Have you hired a new content marketing manager? Share it on your blog.
Online Marketing and Industry Experts Interviewed? Post it on your blog.
Do you have a brilliant case study of how your products and services are helping customers? Tell your audience about it on your blog.
Are you hosting a local trade show or trade show? Raise awareness for the same thing through your blog.
Sharing company news on your blog not only humanizes your brand, but it also helps your audience realize that sales aren’t always what they are looking for.
Secondary Benefits of Business Blogging
There are other reasons companies might want to blog, but I think they are smaller and deviate from the main benefits of blogging.
For example, I like to use our blog to test extensive campaigns cheaply before investing a lot of money and time into creating them. I also like to use our blog to better understand our persona.
And while this shouldn’t be their primary uses, these are all significant business blog usefulnesses, but they are secondary benefits to me.
How to start blogging for your business
You’ve seen the benefits your business blog can bring to you – more traffic, leads, authority, and a better relationship with your audience. And you no doubt itches to get started.
Our guide to starting a successful blog has everything you need to know.
Editor’s Note: This post was originally published November 2020 and has been updated for freshness, accuracy and completeness.