Blogging seems to be all the rage every time we turn around, with companies and individuals using their blogs in a variety of ways to build and grow businesses. So why should you do it for your business? Why should you take the time, effort, and energy out of your own schedule, or that of an employee, to work on developing a blog for your businesses? Here’s why.
Getting visitors to your site is great. Engaging them is even better. Engaged visitors turn into customers, come back to your site, and help you promote your brand through their own blogging and social media. How does one go about engaging their visitors? Creating good, regular content is the most obvious answer, but sparking conversations with visitors through that content isn’t always easy.
Being right isn’t always the best way to spark a conversation – the internet likes few things more than pointing out that somebody is wrong. But that doesn’t mean you have to be wrong to be “wrong”. Posing contrary ideas within your niche is a good way to spark conversation and engage your visitors while getting them to come back to see how the debate is going. In that vein, making predictions about the future of your niche is a way to engage debate, and it doesn’t hurt your reputation if you happen to be right.
Build Quality Content
The idea that “content is king” has been around for a while, but that doesn’t make it any less true. Especially with Google’s recent Penguin and Panda updates, having quality, original content is a key factor to showing up in the rankings. A blog affords you this opportunity while also allowing you to increase the number of pages that the search engines can index, which will cause them to visit you more often.
Target Long-Tail Keywords
Having focused, targeted pages that are optimized for targeted keywords is important. However, that targeting also limits you to broader keywords with more search volume. A blog, on the other hand, allows you to generate content that targets long-tail, more obscure terms that probably get fewer searches, but may convert at a better rate. Having a well-optimized blog post targeting those keywords can show up in the SERPs and help generate additional business for your website.
Build Authority with Customers
People visit sites that they trust as an authority in their area, and blogging is a great way to build that authority through regular posting of quality content that engages visitors and establishes your position as a thought-leader within your field. Not only is building authority good for your relationship with your customers, but it can help impact your rankings in the search engines, as they prefer to rank sites that are viewed as authoritative in their niche.
Get to Writing
There are plenty of reasons to blog for your business, but what there are is reasons to not blog for your business. It’s true that you have to commit to it, but the rewards can be huge, especially when compared with the lack of rewards from not blogging.