Why do I need a blog?
Blogs. Aren’t they those online forums where millennials post photos of their lunch? Well, kind of, but they can also be so much more. In our humble opinion, every website should have it’s own blog, and if you don’t like the word blog, call it a feed! Blogs are a great way to engage with your audience, build your content, rank better in a Google search and generally increase your website’s traffic, and in this article we’re going to discuss how.
Marketing and advertising is a necessary but costly expense for most businesses. Billboards, adverts, tv spots, and other outbound marketing tactics are all designed to get the business's message to the consumer. Content marketing is an inbound marketing tactic that instead aims to bring the consumer to the message, often without them even realising they’re being marketed to.
Running a blog allows a business to create and share valuable content to their existing or potential customers. If a blog is producing content that’s interesting, relevant, funny or helpful, then people will begin to take notice, meaning more attention for the website and more sales or clients for the business. The best thing about content marketing is that it is generally free! It just requires some time and effort to keep it updated and fresh.
Want to be the number 1 result on Google?:
We talk about Search Engine Optimisation (SEO) a lot at Coup and that’s because it’s a vital part of managing a successful online business. For a run-down on what SEO is, check out our SEO Blueprint post.
Having a blog is one of the best things you can do for your websites SEO. Regularly updating with new content means that there’s more of your website out there. And the bigger your website is, the higher the chance of someone stumbling across it when they’re searching Google.
Helps generate inbound links
If you’ve had a look at our Blueprint for SEO post yet then you’ll know that one of the main aspects of good SEO is having lots of quality inbound links. This means that other popular websites are linking to your site. Getting links from quality sites can be hard no matter what, but it’s pretty much impossible without a blog. If you’re posting high quality, fresh content on your blog regularly then eventually you will be noticed by other sites in similar fields and the links will start coming. If you want to get noticed by the cool kids then you’ve got to put yourself out there.
Helps rank for long tail keywords
When people search for something in Google, their query is usually in the form of a sentence or a question. For example, someone looking for local organic bread might type in, “where can I find organic bread in Perth?” These are called ‘long tail keywords’ and they make up 60 - 70% of all Google searches.
A website without a blog will have a difficult time ranking in Google for these long tail keywords because without a blog it’s difficult to discuss specific subjects. A local bakery would be able to post on their blog about new organic loaves and healthy food recipes that would increase the likelihood of their site showing up on a Google search. You can increase your traffic just by writing about yourself, your local area, your products or basically anything to do with your business.
Keep in touch with your audience
You wouldn’t call up an old friend out of the blue if you didn’t have anything interesting to talk about, would you? Well the same goes for your business. Creating new content is a great excuse to get back in touch with your audience and customers to let them know what you’ve been up to and what’s new.
You should always maintain a database of people who would be interested in your business's activity and then whenever you create some new content, it means you’ve got something to share with them. Just load up the links to your new posts and send them out in a Mailchimp campaign. Maintaining contact with your audience is essential if you want to stay at the forefront of their minds.
Become an expert in your area.
If your business exists within an industry niche then a blog is a great way to establish your business as the leading know-it-all on your particular subject. Posting content that covers new information, insights, knowledge or just opinions that are related to your industry will lead to others taking notice. If the posts are of a high quality then you will eventually build trust and authority within the industry which will lead to recommendations from other businesses or just keep you at the top of people’s minds when they think about your field.
Let people get to know you.
Businesses can sometimes lose their human touch during their day-to-day operations. A blog can help a business find and express its own unique personality. Remind consumers that it’s a company run by people that they can relate to. Including personal posts or opinion pieces from staff, running humorous campaigns, or posting seasonal greetings and well wishes are all great ways to show your business's character.
Building and maintaining a blog can seem like a daunting task. It does require fairly constant attention in order to keep it fresh and interesting but it doesn’t have to take up all of your time. It’s possible to hire people to maintain your blog for you and it is a highly recommended business tactic.