Blogs have never been more important than they have become over the past few years. With marketing budgets increasingly shifting to online content creation and hundreds of millions of corporate blogs, the competition is tough.
However, many companies are still on the sidelines of the dynamic. Their marketing strategies are therefore negatively impacted, whether in terms of efficiency, activity or optimal configuration of the customer experience. However, with the new consumption habits of customers, you cannot afford to have an invisible corporate blog.
The competition is therefore fierce, the stakes are high and the irresistible development of the Internet always raises the bar. Here’s why your business absolutely needs a blog as part of its online presence.
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Blogs generate traffic
Have you ever wondered how people find your website? If they’ve never heard of you before, how do they find themselves on your platform? The information has to come from somewhere since it is not enough to imagine the address of your website from nothing. Sharing on social networks, do you think? But still there should be something to share. And it’s rarely just a list of products.
On the other hand, paid ads are great, but require some upfront cost to get traffic. And this one disappears when you stop paying. Email marketing is fine, but it only works for people who have already signed up to your mailing list.
One of the main reasons to have every business needs a blog is to increase visibility. Simply publish more content in your blog it will helpful to get more opportunities you will have to appear in search engine and drive organic traffic to your website.
Blogs are the perfect platform to boost your SEO strategy. They allow you to target many more keywords than the landing pages of your website. Your business can increase its chances of generating traffic and converting leads through writing relevant, well-written blog posts that incorporate images, videos, and long-tail keywords.
Blogging builds authority figure and trust
The blog is now one of the main channels through which you can promote your skills and expertise to a very large audience. It is a very easy way for the public to situate you in relation to the competition in your field and to familiarize themselves with your brand image. When a user is interested in buying a product, why would he choose you and not another? All other things being equal, he will opt for the brand he deems the most trustworthy. Today, the act of consumption is no longer essentially driven by the difference in the quality/price ratio.
A blog is hard to maintain, which means having one is a sign of the effort you put into your business. If you don’t have a blog (or if your blog is low quality or uses stolen content), that’s a sign that your business may not be trustworthy. Customers want to buy with brands they can trust.
Feedback from your community
Many business websites do a solid job of providing their prospects and/or customers with the information they need. But it is usually done this way only. There is often no place to start interactions.
This is one of the reasons why the blog is a powerful tool. Indeed, in addition to bringing value to the Internet user through access to quality information, it creates the framework for two-way interaction with customers, prospects and industry peers. With a relevant tone and an interactive platform, you can encourage comments and discussions in the “comments” sections of your blogs.
Having in-depth conversations with your customers is a great way to build trust and authority for your brand. Moreover, it allows you to look at your business from your audience’s perspective and make subsequent changes to improve your services.
Ultimately, this allows you to bring a warmer and more human dimension to your brand (company). Ultimately, it is the sympathy capital of the company and therefore the commitment of customers vis-à-vis it that will be boosted.
Add value to your social media presence
Social networks are an excellent channel to reach and capture a new audience. But still it would be necessary to know what to publish. This can very quickly turn out to be a headache when the part of your budget that is devoted to content creation is very limited. Advertising today can no longer be satisfied with its former form, trying to capitalize on the FOMO effect to encourage consumption. It is now a question of convincing at all times without appearing too interested in the consumer’s purse.
Everything now depends on the creation of value for the consumer and the subtlety in the approach and all along the tunnel of prospect/customer conversion. This is one of the reasons why the vast majority of messages published by companies on social networks contain links to blog content or Youtube videos that fall within the same register. A blog is indeed much easier to share and promote than product pages, landing pages, or posts without links. Every blog post is an opportunity to share it as a link on Instagram, Facebook, Pinterest, Twitter, Reddit and more, and often more than once.
Blog content can be reused.
Investing in a blog is multidimensional. Investing in a blog is investing in content, knowledge, and authority. A blog post can be converted into various forms of content and media, all of which can reach different audiences, in different places and at different times. For example, it is possible to convert a blog post into an audio file whose script will be read aloud in the form of a podcast or an audio message. This same podcast can also be used to script a YouTube video. The script can be simplified and turned into an infographic or even a slide deck. You don’t just create a blog post; you create a resource.
Improve your email database
Email marketing remains a proven business strategy. But getting people to sign up isn’t always easy. This is where a blog can help. It goes some way to ensuring that your business stays top of mind and helps reinforce your audience’s need to stay informed.
If your blog content is informative, relevant, and engaging, chances are your email newsletters will also be perceived the same way.
In the same perspective, the blog allows you to build and explain the spirit of your company, the scope of your products and services and commitments in terms of CSR. This last point is indeed one of the major development challenges for companies in the new socio-economic paradigm.
Blogging and networking.
The blog can also turn into a great networking tool. Indeed, the more the DA (Domain Authority) of your blog grows, the more it is perceived as having value.
As the popularity of a blog grows, requests for partnership also follow. This ranges from guest blog posts by other experts in the field to interviews.
Generally, people enjoy having professional relationships with people they respect, admire, and/or see as potentially valuable to their career or business. With this in mind, blogging is a great way to show off your expertise. Developing your views and providing analysis will help build your reputation as an expert. When your peers or the community are aware of the value you have, they are more likely to stay in touch with you or connect with others in their network.
An excellent tool for communicating with potential customers
Blogging is not one-way advertising. They are a way to communicate with your customers(audiance), both personally and implicitly.
On a direct level, a blog allows you to respond to your audience’s questions and concerns. If your audience has a problem, you can explain how to solve it with your blog. If they have concerns about your product or your industry, you can address those concerns with a message. If customers/ readers have any questions, they can ask you in the comments of an article, and you can answer them directly or be inspired by them for a brand new blog post, or both.
On an indirect level, you can gauge what interests your users based on which blog posts become popular and how they interact with those posts. It can lead you in unexpected, but profitable directions.