At The Workplace Depot I have been tasked with writing the blog content from day one after joining the company. Little did I know at that time how much blogging for businesses can benefit.
Why Blogging for Business?
Business blogging hasn’t always been as influential as it has become lately. The importance of blogging for business is well documented – it represents a great way to grow a business by also showing the human face behind the brand.
If done right, blogging for business can have a positive impact. First of all, it drives traffic to your website (if the blog is actually on the business website and not on a separate blogging service), gets links to and from other websites, engages the audience and can ultimately bring in sales.
Let’s have a look at some of its advantages:
#1: Shows the Human Face Behind Your Brand
Competition in today’s market is fierce. Everybody sells high quality goods, beautifully designed and at great prices. So how can companies differentiate themselves? One way is by emphasizing the human face behind the brand. Blogging happens to be one way to do it. It allows businesses to tell a story, to show their vision, to convince the buyer. Having regular blogs about industry news, product or service updates and the company’s inside stories creates brand awareness and builds trust and loyalty.
#2: Drives Traffic
There are only a handful of ways customers can find your website. They could type your brand name in their browser… but that would be an audience you already have, which wouldn’t bring you more traffic. Alternatively they could land on your website thanks to your PPC Ads, or if you are lucky enough they could find you if your website ranks high enough for their search term.
Luckily, blogging represents one more way to drive traffic. With every new blog post you add, you get one more indexed page on your website, which in plain English means that you have one more opportunity to show up in Google (and other search engines) and drive traffic to your website in organic search.
#3: Higher Rankings
Because every new blog post you add represents another indexed page on the website, this tells Google that your website is active and should be checked frequently. If your blog posts answer the type of questions your audience is having, then the blog will slowly establish you as an authority. By being established as an authority organic traffic will follow, hence higher rankings.
#4: Gets Shared On Social Networks
Every time you write a new blog post, you create content that people can share on social networks (and ideally become viral, we all want that don’t we?) Now depending on the industry your business is part of, social media can play a crucial role in acquiring new clients.
But all of this depends on quality content and knowing your audience. So how can you write good quality content that appeals to your reader?
How to do blogging for business right
#1: Quality Content and Frequent Updates
As I’ve learned for myself, if you want to have a blog that benefits the business and drives traffic, then quality content is a must. Frequency and consistency also help. So does knowing your audience.
Let’s look at The Workplace Depot’s blog. EU Referendum – Pros and Cons of a “BREXIT” is a blog post I wrote a couple of weeks ago when the EU Referendum was on everybody’s mind. So what better moment to write a blog post on BREXIT. Traffic was almost guaranteed. But why?
When putting together a blog post that will generate traffic, I ensure I keep an eye on a couple of metrics such as Google Analytics which will tell me what are the keywords that perform best for the topic I have in mind. Then, I have a quick glimpse over similar articles using BuzzSumo and see how I can write a better article than what already exists on the blogosphere. Last but not least, as this plays a rather important role in getting traffic to the new blogpost, I dive into some on page SEO – without which the blog post wouldn’t get any organic traffic.
#2: Getting The Full SEO Benefit From It
If you decide to invest time in blogging for business, then you’d better ensure you get the full SEO benefit from it.
Make sure your business blog is on your website (your domain). If it isn’t, then you are driving away all the visits the blog gets. Also, Google won’t understand that the blog has something to do with your website either. So all the quality content, frequent updates and referrals will be lost – which beats the point of having a blog in the first place, right? Make sure your blog is on your website.
As every other thing that brings in results, blogging for business takes time, however the results are worth waiting for. If you are looking to create brand awareness, drive traffic to your website and rank higher on Google, then trying out blogging might be the thing for you.