Why You Need a Blog

“To blog = To share. To connect. To create. To Inspire.”

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By Jess Dixon

When I tell clients that they need a blog, they’re often reluctant. This is understandable. Blogging can seem daunting to people who have never done it before, and writing for an audience doesn’t come naturally to everyone. Business owners also think about starting a blog and foresee a huge time drain for relatively little benefit.

But having a well-run blog will help your business. Blogging is a powerful marketing tool, and you’ll be hard pressed nowadays to find a successful company that isn’t doing it. If you’re not convinced, keep reading to learn about the benefits blogging can have for your business.

Blogging is one of the best ways to boost your SEO

SEO stands for search engine optimization, and refers to the steps you take to make your website show up higher in search engine results. Studies have shown that the first 3 results on a Google search get over 50% of all clicks, and that less than 10% of searchers click through to the second page of results. Therefore, getting into those coveted first-page spots will dramatically increase your traffic and ultimately, your conversions.

Posting regular, well-written and relevant content to a blog means that search engine algorithms will rank your site more highly. This is one of the core principles behind content marketing, and it works. Make sure you establish and use relevant keywords in each post, and use a plug-in like Yoast SEO to help you.

Blogging helps establish your credibility

When you run a business, it’s vital that your clients trust you to know what you’re talking about. There are probably hundreds if not thousands of businesses doing something similar to what you do. Why should your potential client choose you?

Blogging about topics that are directly related to your business demonstrates your knowledge, proves your credibility, and shows your current and prospective clients that they can trust you.

Blogging increases your reach on social media

The best way to get people sharing your content on social media is to give them the kind of content that they want to share! If you write timely and relevant articles, people interested in your industry will read them and share them on their social media channels. Don’t forget to share each new post to your own channels, too – this makes it easy for your fans to retweet, share, and reblog. This kind of boost to your organic social media reach is worth its weight in gold.

Pro tip: adding social media sharing buttons at the bottom of each blog post will encourage people to repost your content, because they can do so in just a couple of clicks!

Blogging allows you to connect with your customers and leads

In other words, writing a blog allows you to put a more human face to your brand. You can allow your unique voice to emerge in your blog posts and use them to connect authentically with the people who visit your site.

While your blog should primarily focus on content relevant to your industry or niche, don’t be afraid to show a little bit of the “behind the scenes,” too. People like to buy from people, not from faceless companies, and blogging is a fantastic way to inject some personality into your business!

Blogging is a way to provide added value to your customers and leads

If I bang on about this all the time, it’s only because it’s true: giving something of value is the best way to convert strangers into leads, leads into customers, and customers into loyal fans. A blog full of interesting and useful content is one of the best ways to give this value.

Do you think that giving away free content seems counter-intuitive? It’s not! In fact, it makes perfect business sense. If someone comes to your blog regularly because of the great information it offers, the next time they need to hire someone who does what you do, guess who’ll be the first person they think of?

Okay, you’ve convinced me! Now what?

As you’ve seen, there are numerous benefits to taking the time to write a blog (or hiring an experienced content writer to write one for you!)

Setting up a blog is as easy as adding a /blog page or a subdomain (blog.yoursite.com) to your website. Adding your blog as a page is easy to do yourself in most content management systems, and there are step-by-step tutorials available online. If you manage your site via a WordPress interface, this video talks you through exactly how to add a blog page. Creating a subdomain will usually require going through your domain and hosting provider, but is quick and simple for them to do.

I’ll be writing more about blogging for business in the next few weeks, so watch this space!

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