Home / As Relevant As Ever: The Benefits of Blogging For Businesses
Blogging is nothing new. In fact, in internet terms, the concept is practically prehistoric. People have been blogging since the ‘90s, although they didn’t initially call it blogging. ‘Personal pages’ or ‘online diaries’ eventually became ‘weblogs’; it wasn’t until the turn of the century that we arrived at ‘blog’, a term that continues to endure more than two decades on.
Although the terminology has evolved over the years, the basic principles of blogging remain the same. Encompassing everything from developing news stories and current affairs to in-depth, technical subjects and how-to guides, blogs are places for individuals and businesses to express their opinions, demonstrate their expertise and captivate readers. Informative, entertaining, controversial… blogs can be whatever you want them to be. That’s the beauty of them.
But it’s now 2024: blogging has been around for more than two and a half decades, and an awful lot has changed in that time. Google was incorporated, for starters. So, with that in mind, does blogging still make sense for businesses? Is there any value in creating and maintaining a blog nowadays – will it deliver any meaningful benefits for your company? Let’s find out.
Let’s not beat around the bush: blogging continues to benefit businesses of all sizes – and there’s no sign that this kind of content will become any less useful in the future. Sure, the way search engines work is changing. The way your blogs are presented to readers may evolve as the years go by. But the need for blogs – and the benefits of creating them – are unlikely to change anytime soon.
To give you a clear picture of the benefits blogging can have on your business, we’ve put together a list of five key benefits of why your business should be blogging:
Blogging is a great way of demonstrating your company’s expertise. Let’s face it, the internet is tremendously crowded. There are so many different companies out there that claim to be ‘the best’ or ‘market leaders’, but how many of them actually back those claims up and prove that they’re more knowledgeable or more skilled than the competition? By creating in-depth, educational content that showcases your company’s know-how, you’ll immediately set yourself apart from your competitors. You’ll be walking the walk, not just talking the talk.
Create technical guides that go into more detail than your competitors. Show that you understand your industry better than your rivals. Use your blog as a way of showcasing your skills and proving that your business is a cut above the rest.
Well-written blog content can have a transformative impact on your website’s search presence. If your site isn’t currently ranking highly for any of your target keywords, try creating supporting blog content to help you achieve your SEO goals. If the content is well-crafted, relevant and useful, you’ll likely see an uptick in your overall rankings over time.
Link to relevant landing pages to improve your website’s internal linking structure for further SEO benefits. And, if you want to drive conversions and generate sales, sprinkle in some call-to-actions that encourage customers to get in touch or order your products. Many businesses find that blog content is a fantastic source of leads and sales.
Creating ‘shareable’ blog content is a great way to grow your social media following, boosting brand awareness and allowing you to reach a whole new audience. From whitepapers to how-to guides, opinion pieces, reviews and more, shareable content could be just what you need to elevate your social media presence to new heights – and grow your business along with it.
If you want to engage your audience and build brand loyalty, introducing blogging for your business is a great place to start. From covering the latest industry news to running competitions, giveaways and surveys, your blog can help you build a loyal customer base that keeps coming back for more.
Do you find that customers ask you the same questions time and time again? Blog posts can be the perfect way to answer these questions, reducing the amount of enquiries you have to respond to. Say you sell doors and windows and often get asked the same questions about materials, styles and the installation process. If you answer these questions in a blog and link to this on your landing pages, your prospective customers will get the answers they need without having to contact you first, saving you the hassle and improving your chances of making a sale.
Before you even start blogging, there are a number of things you will need to consider, to ensure the content you are producing is not only relevant but fit for purpose and hits the spot with your audience.
This is essential when blogging, as there is so much content out there that starting to rank can seem daunting. A big mistake to make when first starting out is to write about the most widely searched and broad topics in your industry. When you first start out, start out small and find terms and questions that might get lower search volumes but ones your customers need to know.
Your blog will tie into your overall SEO strategy, but each blog will need its own SEO practices put into place to reach the wider audience. You can’t just write content, publish it and expect it to start ranking. You will want to tie all of this into your strategy to make sure your blog is seen as an extension of your site, not an afterthought.
If you are only just considering blogging for your business, then it’s very likely that you’re already behind on what your competitors are doing. The important thing here is to not just copy competitors, but to try and be as unique as possible in the content you’re producing. Yes, there definitely will be crossover and even content covering the same topics, but it’s important to showcase your own personal expertise on the matter.
Want to discuss the benefits blogging could bring to your business? Speak to the team at Brave to find out more about our content writing services and how they could help your company grow.
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