Why Blog? The Real Reasons To Blog In 2017

blogging

Why Blog? The Real Reasons To Blog In 2017

.

By Hayley Cowburn

.

Wondering why blogging is being talked about so much amongst marketers? Are you under the impression that blogging is supposed to be good for your website but don’t really know the ins and outs of why?

.

Here are some of your answers:

.

Traffic

.

With a good digital marketing mix of social media, email campaigns and paid advertising, organic traffic from search engines will typically account for about half of a business website’s traffic – when using a solid keyword-based strategy.

Organic traffic is yielded by targeting search queries relevant to your business, service or subject and with some effective keyword research you can design content (blog articles) to target popular keywords, more specific or “longtail” keywords, which are not covered in depth in other areas of your website.

For instance, say you sell beautiful flower arrangements and there are a high volume of searches for “how to choose flowers for wedding”, quite naturally this might not be covered in the commercial content of your site, but a blog article titled “How to choose flowers for your wedding” might just be the key.

An article won’t boost your traffic volumes over night, but with this method you begin to gradually see more traffic being yielded from specific searches or “long tail keywords” which have been targeted in your blog.

.

The Evidence

.

Most recently, I’ve seen blog content yield 20% of a client’s traffic within a year of launching a blog – which is not to be sniffed at for posting just once a week.

According to others, B2B marketers using blogs receive 67% more leads than those that don’t and companies with 51-100 pages on their website generate 48% more traffic than those with less than 50 (Hubspot, 2015).

Makes sense really.

Ignite Spot also tell us that websites with blogs tend to have 434% more indexed pages and 97% more indexed links, which is fantastic for SEO which means bringing in more of those search queries.

.

Content Marketing

.

“Content is King” and content marketing is Queen. What does content marketing do? Unique, useful and engaging content attracts more visits, links and interaction, which in turn creates great statistics for your site (time on site, number of pages explored and interactions), all signalling to the search engines that yours is a quality website that users want to find.

A blog acts a great platform for content marketing – particularly if you want to branch out into various subjects – which many businesses will find themselves doing once the creative juices and keyword research gets going.

.

Showcase Your Brand

.

Do you have an authoritative voice on the subject? Perhaps you are a property website, solicitors or manufacturer, with something to say on a recent change in legislation, or you want to reassure your customers how you intend to protect them in the face of industry challenges.

Perhaps you are a fun brand and want to jump on the latest trends, encourage discussion on the latest celebrity gossip or simply promote your latest charitable cause.

A blog is the perfect place to showcase your brand identity, approachability and tone of voice. Set yourself up as the gossip-girl of the internet or illustrate the seriousness of your company with some solid facts, professional opinion and some Q & As.

.

Network, Discuss and Promote

.

Not everything you post should be commercial or even related to your product or service. As a rule of thumb, we suggest keeping promotional posts down to around 20% of your total blog content. No one wants to read five articles about the various uses of product A, B or C; users want to engage with topics with relevance or important to them (and not feel like they are constantly being sold to).

Are you a wedding organiser? Think what else might be on the bride’s mind. “Getting in shape: How to spend the last two weeks before the wedding”, “10 Unique Hen Party Ideas”, etc. Remember, your blog is not a sales pitch, the rest of the website is for your products.

In a blog, you can connect with your target audience – encourage their own opinions, host competitions, invite guest blogs from other websites and companies and share all of it on social media to get some interaction there too!

.

So, make sure you expand into blogging in 2017 if you haven’t already. Even if you’re happy with your paid traffic or current referrals, it is never wise in business to put all your eggs in one basket. More quality traffic increases the potential for sales, so pull a content strategy together and get blogging in 2017.

.

.

Guest Author: Hayley Cowburn, Marketing Director by ContentQueens

.