Why Your Website Needs a Business Blog
Business blogs are often overlooked in favour of marketing activities perceived to offer greater returns. But, in reality, it’s a lead-generating tool you can’t afford to ignore.
Website articles, or business blogs, do more for organic lead generation, thought leadership positioning and domain authority than almost any other type of marketing tool. So let’s explore the benefits of a business blog and why regularly producing new articles on your website benefits your marketing program.
Why you should maintain a business blog
1. Well-written articles demonstrate your expertise
Publishing articles, research and other content in a business blog allows brands to establish themselves as knowledgeable resources. By posting original, quality content on topics relating to your products and services, you showcase your expertise on the subject, increase credibility, and establish brand trust.
2. Regularly publishing content increases website traffic
Well-written, original content is the gold standard for boosting organic traffic. Educational articles not only provide businesses with the opportunity to increase authority for targeted keywords but also increase awareness of your products to a broader audience. This content continues to attract sales leads in the long term. In fact, we’ve seen articles we developed for clients bring organic traffic to their websites years after the articles were initially published. Additionally, helpful articles keep people on your website longer, which tells search engines that your website is valuable and worth listing in search results.
3. High-value content increases SEO authority
Search engines have one goal: to provide their users with relevant information. Brands with a strong SEO strategy give search engines what they need to determine whether their website is high quality, relevant and easy to navigate. Search engines weed out low-quality websites that are outdated and offer no real value.
To rank highly, a website must deliver a fantastic user experience. That means original, valuable content relevant to search terms, answering popular questions and delivering insights visitors can’t get anywhere else. A well-thought-out original blog ticks all boxes.
To maximize the SEO benefits of their blogs, brands that want to rank well must regularly publish relevant, high-quality blog content. This shows search engines you are committed to delivering a great experience and plays a big part in how you rank. Of course, how frequently you post will depend on your audience, but many funded startups and scale-ups achieve the best ROI by publishing between one and four articles a month.
Unique and up-to-date articles and resources provide a wealth of SEO benefits, including:
- Increased search engine ranking authority
- More organic traffic
- More indexed pages and the opportunity to target a greater range of keywords
- Valuable inbound links when others cite (link to) your great content
- Increased referral traffic from social media platforms
4. Informative articles generate sales leads
More website traffic means more prospects are seeing your content. The more your audience engages with your content, the higher your site ranks. By increasing your ranking, a business blog can introduce your brand to a wider audience, drawing more organic traffic and increasing leads. Further, informative articles help prospects self-qualify, guiding quality leads through the website’s sales funnel. Additionally, providing new helpful resources and updating your older articles demonstrates your commitment to customer service.
How to create high-value content
Content creation—a cornerstone of digital marketing—is a valuable component of a solid SEO strategy. Engaging content enhances the customer experience and leads visitors deeper into the sales funnel. As such, a website’s section of articles and resources is one of its most important content marketing channels. Here are four essential aspects of effective content creation.
1. Define the objective
The best business blogs have a purpose that complements their brand story and meets the needs of their target audience. Your marketing partner will consider your company’s mission and define the objective and audience of your resource library. Every article you publish must align with your purpose.
2. Include topics that interest your audience
This isn’t where you sell your product or service. It’s a space to discuss relevant topics in high-quality, original, engaging articles and media. The content can address concerns and answer your ideal customer’s questions, providing solutions (including yours) to questions they enter into a search engine.
Your business blog must include content for multiple phases of the customer journey, including awareness (“I have a problem, and I need to find a solution!”) and research (“Which available solution best solves my problem?”).
3. Market the content
Content marketing is the distribution of valuable, relevant content that appeals to a brand’s audience and drives sales. There are many ways to market your content. Social media is a great way to generate interest. Articles and videos can be shared in posts with infographics and quotes relating to your article’s key points alongside links to the full article, which encourage your followers to click through to your site. Newsletters are another way to showcase your articles. They can feature your new content and invite your readers to click through to your website to read the full article.
4. Monitor analytics
A solid content marketing program will include analytics that measure quantifiable results. By evaluating various metrics, marketers can see which topics are effective at improving website visibility, domain authority and lead generation. Your marketing partner will also be able to predict new topics based on your target audience’s keyword searches.
Commit to quality blog content
Building an influential resource library requires time and a commitment to producing top-quality content and articles. However, the investment will pay off by increasing SEO authority, generating sales leads and cultivating brand trust long into the future.
Busy executives don’t always have the time to sit down and put their invaluable knowledge down on paper, let alone research and plan a topic calendar and strategize on the best article structure. However, generating quality content doesn’t have to be stressful. We know you’re busy running the business. So let Mindspin take care of content creation for you.
