Whatever social media geeks say about death of blogging with the rise of social media and microblogging sites such as Tumblr, Twitter etc, the fact is that Blogging remains one of the most reliable tools in the arsenal of a marketer. In my earlier posts Benefits of Blogging and Why Blogging is an Important part of Inbound Marketing I’ve discussed the issue of business blogging . Other than SEO benefits a business website has a lot to gain if they have an active blog.
SEO Agencies: I regularly come across SEO and Online Marketing companies who are recommending blogging as a lead generation tool for their clients but their own blogs haven’t been updated for a blog time and then there are others in the business of Online Marketing who are blogging but without any strategy and just publishing self promoting posts and that too once or twice a month. This can be the thing which stops your prospects from becoming clients. After all if you are yourself not following the advice which you give to your clients and are being hypocrite than what reason they have to work with you?
Now first of all before starting a blog you must have an idea that how is this whole blog thing works. Blogging and particularly business blogging is not about promoting your products/services shamelessly, it’s about building relationships with your readers and solving their problems. Blogging itself can be a very effective tactic but if used in a wrong way it can destroy your brand.
Blogging is the process through which you can establish yourself as an authority in your field and drive more sales and traffic to your website. By regularly publishing blog posts and guest blog posts you can share your knowledge of your subject with your readers. Blogging also has other benefits such as SEO, increased visibility.
Source : Hubspot
According to research conducted by Hubspot companies that blog 15 times or more get 5 times more traffic than compa nies that don’t blog.
According to the same survey of 7000 businesses conducted by Hubspot an average company will see 45% growth in traffic when increasing total blog articles from 11-20 to 21-50 articles.
The average company with 100 or more blog articles is more likely to experience continued lead growth. Companies with over 200 blog articles have 5 times the number of leads than those with 10 or fewer.
These are some of the benefits of blogging. Even after Panda and Penguin update by Google quantity is the deciding factor in Inbound Marketing. As a result more number of published blog posts directly translates into more website visitors, increased SERP rankings, higher number of leads and sales.
Time Constraint: Many companies complain that after all their work they don’t have enough time to maintain a blog or publish blog posts on a regular basis. You can solve this problem in two ways. First you can identify talent within your own organization and delegate them the responsibility to blog . You can work out a calendar where people from all departments of your organization will publish a blog post on a particular day of week.
Another option is to hire an outside consultant /agency to manage your blog on your behalf. Many well known blogs are managed in this way. Ideally a company will provide you with a ghostwriter who will write blog articles for your blog but they will be published as articles written by you.
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