Writing a blog for your business can seem daunting. It’s hard to measure the ROI and typically becomes one of those initiatives that just falls off the priority list. The blog is there on your website with a couple of original posts and there it sits.
Let me share with you the marketing and business benefits of taking the time to share out consistent content on your blog. There is great value in this practice if done correctly.
I can relate to all of you entrepreneurs that are trying to run and grow your business, prove out your products and promise, create process and structure, hire and cultivate good employees, and at the same time stay consistent with your marketing efforts. I know the challenges in all of that. I also know the immense benefits of consistent and strategic marketing. I've seen it pay out within our organization and many of our clients. So, before you tell yourself that the blog as a part of your overall marketing strategy is a waste of time and resources think through these important benefits:
A blog establishes authority and builds trust
The best blogs answer common questions their leads and customers have. If you’re consistently creating content that’s helpful for your customer, it will help establish you as an authority. People want to do business with people they like and trust. Generously providing value and building confidence with free articles that help your customer will do both.
It will drive traffic to your website through search
Think about ways people find your website. People can type your business right into the browser - great. Then there are paid ads - another important piece of the equation. And finally, there is organic search. Do not let organic search happen by chance. Your competitors are working on getting their name to the top of search queries. If you aren't doing the same you will miss many opportunities to reach a new lead.
Every time you write a blog post, it’s one more indexed page on your website, which means it’s one more opportunity for you to show up in search engines and drive traffic to your site. It’s a cue to Google and other search engines that your website is active and they should be checking in often to see what new content to surface.
Blog posts provide valuable content to share in social and email
Every time you write a blog post, you’re creating content that you can share out through email campaigns and in social networks that others will benefit from and share because it’s useful content.
There are a few ways to boost your content marketing ROI, but the clearest way is to get more value out of every blog post you produce. Read our post with six best practices to get the most value from every blog.
You shouldn’t start a blog simply to try to generate sales. It’s a place where you find your customers, feed them information, and position your value. Overtime the blog will generate new leads and build trust for conversion.
Read our next blog post: 6 Blogging Best Practices to Strengthen Your ROI