By Alex Altman
From billion-dollar banks to neighborhood HVAC companies, it seems like every business has a blog these days. Unless you’ve taken a crash course in content marketing, you’ve at one point probably asked yourself, Why?
Why does this bowling alley need a blog? How much business can it possibly drive? And who’s reading this stuff, anyway?
The truth is, blogs that are managed thoughtfully and dutifully can have an enormous impact on both your bottom line and overall reputation. In fact, businesses that prioritize blogging are 13X more likely to see positive ROI, according to HubSpot.
Here are six benefits to maintaining a company blog.
Establish Authority: Consumers have an innate desire to do business with companies they can trust. Producing quality blogs that contain reliable, relevant information will position you as an authority in your field, which will help you earn their trust — and ultimately, their business.
Image Management: For many businesses, blogs are a vital image management tool. The tone of the copy, the tenor of the visuals and the overall look and feel of the blog can humanize your brand and allow its true personality to naturally shine through.
Increase Traffic: Companies that are committed to blogging receive 97% more links to their site on average, according to HubSpot. There are a couple of reasons for this: 1) Each new blog you post means one more indexed page driving users to your web platform; 2) Other publishers can link to your blog from their own website. Each of these benefits not only generates leads, but also enhances your SEO.
Search Engine Optimization: Speaking of SEO, it’s no secret that Google rewards websites that produce original content. Climbing even a few spots for target keywords and phrases can cause your organic website traffic to skyrocket, and expose you to scores of new customers who’ve indicated they’re in the market for your product or services.
Drive Immediate Sales: A blog is a great medium for promoting special offers, flash sales and other retail opportunities. Highlight your best available deals (along with images, if applicable) and embed links to relevant pages on your website. And be sure to drive to your blog from social media.
Control Your Narrative: According to slideshare.net, 68% of consumers are likely to spend time reading content produced by a company they are interested in. Knowing that people are looking for information about your company, would you rather they visit a blog that you manage, or a peer-powered third-party site such as Yelp?