Why Your Website Needs a Business Blog
Funding the ongoing writing of website articles—sometimes called a business blog—is often overlooked in favour of marketing activities that are perceived to offer greater returns. In reality, it’s a lead-generating tool that you can’t afford to ignore.
Let’s explore the benefits of a business blog and why your marketing program may benefit from the ongoing development of new articles on your website.
4 benefits of maintaining a business blog
1. Well-written articles demonstrate your expertise
Publishing articles, research, and other content in a business blog offers an opportunity for brands to establish themselves as knowledgeable resources. By publishing original, quality content on topics relating to your products and services, you not only showcase your expertise on the subject, but you also 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 wider audience. This content can continue to attract sales leads in the long term. In fact, we see articles we have developed for clients continue to bring organic traffic to their websites years after the articles have been 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 a great experience. To them, SEO is about weeding out those low-quality websites that are outdated, difficult to navigate and offer no real value.
To rank highly, a website must deliver a fantastic user experience. That means original, valuable content that is relevant to search terms, answers popular questions and delivers insights its audience can’t get anywhere else. A well-thought-out original blog ticks both boxes.
To maximize the SEO benefits of their blogs, brands that want to rank well must publish regular, relevant and 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. 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
Of course, more website traffic means more prospects are seeing your content. Interestingly, providing new helpful resources and updating your older articles demonstrates your commitment to customer service. Truly, by increasing your ranking, a business blog can introduce your brand to a wider audience, drawing in more organic traffic and increasing leads. Not only that but, informative articles help prospects self-qualify, guiding the quality leads through the website’s sales funnel.
How to create high-value content
Content creation is a cornerstone of digital marketing and a valuable component in a solid SEO strategy. It has one main goal: to create engaging content that 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. Let’s review 4 important 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 mission and define the objective and audience of this resource library. Every article that is published must align with this purpose.
2. Include topics that interest your audience
This isn’t the space to just sell a product or service. It’s a space to talk about relevant topics in high-quality, original, engaging articles and media. The content can address concerns and answer questions that your ideal customer has, and searches they will conduct to find your solution.
Another consideration, your business blog should have content for both the awareness (e.g., I have a problem and I need to find a solution!) and research (Which available solution best solves my problem?) phases of the customer journey.
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 marketing 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, encouraging users 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.
Commit to quality blog content
Building an influential resource library requires time and a commitment to producing top-quality content and articles. It is an investment that will pay off by increasing SEO authority, generating sales leads and cultivating brand trust long into the future. If finding the time to do a good job of regular and quality content creation is stressing you, then ask Mindspin to take care of the content creation job for you.
