In today’s digital-first world, it’s essential for businesses to have a digital presence. Most companies have a blog and use it to increase their online visibility and grow a consumer base. Larger companies will even have an entire team dedicated to planning and producing content. But how can smaller companies also reap the benefits of creating a blog?
From SEO performance to increasing contact databases, there are plenty of reasons to have a company blog. With that said, let’s jump straight into why and how you should start a blog for your business.
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The benefits of starting a blog:
1. Update your audiences on the company
Whilst a website is a good platform to keep your audiences updated on news within the business, a blog is a space to include personable updates and leaves consumers feeling in the loop. A blog is an extremely good communication channel in the sense that you can give consumers in-depth updates on products, events, trends and anything in-between, allowing your companies personality to shine through.
2. Opportunity to use longtail keywords to improve SEO
Arguably one of the most important reasons to start a company blog is the opportunities that come with it to improve the SEO of your site. The more blogs and content pieces you produce, the higher chance you have of appearing in search engines, such as Google. By producing relevant and interesting content pieces that are regularly updated, you will have a higher chance of generating more traffic and potential leads to your site. It’s good practice to include long-tail keywords, imagery and videos in your blogs and content pieces to improve SEO ranking.
3. Improve your internal linking
Internal links within your blog will guide viewers to product landing pages, other informative blogs and help them generally navigate the website to the most important pages. In addition to this, internal links can help your SEO rankings. When your website is crawled and indexed by Google, for example, internal links help bots understand the connections between your content. So, make sure your anchor text (the text you attach the link to) is relevant.
4. Gain valuable consumer feedback
A blog provides a brilliant platform for two-way conversation between a business and its consumers. Brands that communicate and build relationships with their consumers have increased credibility due to higher levels of trust. Feedback from consumers can also be incredibly valuable when updating websites or releasing new product launches.
5. Increase your email database list
Now that Apple has paved the way in the reduction of cookies and third-party data stored by websites, email marketing is what most companies are turning to as their marketing frontline. However, it is difficult to encourage consumers to build your email database list. Creating an interesting blog will encourage consumers to sign up for exclusive insights from your business.
Blogs and a brilliant solution when wanting to increase engagement, gather feedback and increase your email database. However, creating an interesting blog can seem like a challenge. Here are our 5 top tips on how to start your blog.
1. Keep your blog relevant and personable
Readers subscribe to your blog because they want to receive updates from your business. This could be trends, updates within the business and new product launches. For example, if you own a clothing retail company, readers will want to know more about upcoming season trends, and the products that will link nicely to those trends. Although blogs should be authoritative and credible, consumers also want to read a story. So, make you’re using the right tone of voice for your audience for maximum engagement potential.
2. Set the goals and tone of the blog
Setting specific goals will give you ideas for what content to create. For example, if your goal is to become an industry thought leader, you will need to create content that stands out to rank highly in SERPs (search engine results page). Make sure that all blogs are grammatically correct, make sense and are serving your conversion goals.
3. Use relevant keywords throughout the blog
As previously mentioned, one of the key benefits of creating a blog is the ability to improve the SEO of your website through keyword placement, it is good practice to scatter relevant keywords throughout the content piece. This will increase your blog’s chances of ranking highly in search engine results.
4. Make your blog useful
If your blog offers no value to the reader, they won’t bother to read the content, or worse, unsubscribe. By including tips and insights into the industry or products, readers will be far more likely to share your blog. Plus, if your blog is relevant and deemed to be a credible source of information, you will increase your chances of being externally linked by other websites and blogs. Gaining external links will increase your DA (domain authority) score, something you can track in platforms like Moz. The higher your DA, the more authoritative your website is and the higher it appears in SERPs.
5. Keep your blog updated
It’s important to keep your blogs up to date. To build and retain a reader relationship, blogs must be relevant and up to date. Blogging is an ongoing job; one or two blog posts won’t have any kind of long-lasting effect on SEO. Similarly, remember to go back and update old blogs every now and then. Any kind of industry updates or evergreen content can easily become out of date as changes happen. Rather than spending time writing something new, make it into a smaller task by updating your existing content. This will maintain your content’s SERP positions and may even give them a little boost.
Are you looking to ramp up your content creation with a blog? Drop us an email at firstname.lastname@example.org for a chat about how we can help you improve your brand’s SEO.