Content | July 14, 2021

Why Blogging Is Important For Your Business

Blogging for business – is it really that important? With advantages such as greater visibility, more on-site traffic and brand authority, we think time invested in content creation is well spent. Let’s take a closer look at what great content published regularly can do for you.

Why Blog?

We’d argue businesses large and small should consider having a blog and packing it with brilliant content as often as possible. But don’t just take our word for it. Here are some recent blogging statistics that showcase why blogging is important:

  1. 84% of companies currently have a content marketing strategy.
  2. On average, companies who blog generate 67% more leads per month.
  3. Between 2021 and 2025, the content marketing industry is predicted to grow by $417.85 billion.

Although the internet is saturated with blogs, the demand for blog content is huge. So, a well-written and cleverly optimised blog can be an excellent resource for your business.

Our article ‘How to Write a Blog in 6 Easy Steps’ covers the how. Here, we take a closer look at the why. Our top five reasons to make content marketing a priority are as follows.

1. You Can Become a Thought Leader

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The ecommerce industry is changing. Consumers once looked for recognisable names and little else, but now there is a much higher demand for information. People want to understand what they’re buying and make an educated choice.

From price to quality to sustainability, there are a number of factors your audience weigh up before making a purchase. Engaging with these subjects in a meaningful way can position you as a business with knowledge and insight. A business to listen to and trust.

Small business blogs, in particular, are spaces where lesser-known brands can increase their online presence and boost their audiences. Small businesses can identify trending topics – particularly those that are too niche for more established brands to focus on – and capture the attention of new audiences through well-written and researched pieces.

2: You Can Drive Traffic To Your Site

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One of the more obvious reasons to write blogs is to attract visitors to your website. Well-written content is a powerful draw, particularly if it focuses on a topic that competitors are neglecting.

A well-optimised blog not only gets that initial click-through but holds users on the site after they’ve finished reading too. By including relevant links to other pages on your website (internal links) – from blogs to product pages – you can guide readers on a journey. This way, they experience more of your brand.

Another advantage is that blogs can continue to drive traffic and interest long after their initial publishing date. While time-sensitive blogs may fade over time, evergreen content keeps its value – and can even become more valuable over time. In fact, 1 in 10 blog posts generates more traffic over time, rather than less.

3: Link Building is Easier

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Gaining backlinks is crucial if you want your site to be authoritative and visible in search results, but it’s not easy. 41% of SEO experts say it’s the hardest aspect of search optimisation.

However, blogging can make link building easier. That’s because when you create blogs, you’re developing a valuable resource – for your audience, but also for other companies and media outlets. If these authoritative sites find your content interesting, then you can gain relevant links. Essentially, these links are votes of confidence that signal to Google that you’re an expert in your industry.

At the same time, you can use your blogs to add valuable internal links to key pages on your website, thereby strengthening their visability – both to Google, and to your audience. Find out more about internal links in our Big Liberty Guide to Internal Linking.

4: You Gain Content for Other Platforms

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Not all of the advantages to blog content are on-site. Another positive to creating interesting articles is that you can re-purpose them elsewhere, including email marketing and social media.

In particular, it can be hard to maintain a busy and interesting social media presence – utilising your blog content here is an effective way to overcome the issue. Some key blog components that work really well on social include:

  • Headlines
  • Data and statistics
  • Interesting quotes
  • Eye-catching images

By picking out key aspects of your blogs, you can stretch the usefulness of one piece of content in several ways and take the pressure off your social media content creators. Plus, by linking to the original blog post from your social channels, you’re also pushing up website traffic at the same time – what’s not to like!

5: You Build Lasting Relationships – And Leads

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Regardless of whether you’re looking for visibility or sales, blogging is a long-term solution with lasting benefits. Consistency is key: by regularly publishing content that interests and inspires your audience, you can establish yourself as an authority in their eyes. The content you produce will be what makes them return, time and again, to hear what you have to say.

The more time your audience spend enjoying your content, the more likely they are to convert. The relationships you build through your blog content give you consumers who are engaged with you, knowledgeable about your brand, invested in what you have to say, and much more likely to make repeat purchases.

How to Start Blogging for Business

If you don’t currently have a content marketing strategy, the best time to start is right now. Our guide on how to write a blog contains everything you need to get started.

Looking for more advice or information? Learn more about our content creation services and how we can help.

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