If you’re about to launch a new business, or if you’re trying to jumpstart the growth of your existing business, you may have heard your peers recommend that you start a blog. At first, it might seem like a trivial ordeal—something that will take up a lot of your time, yet doesn’t have any immediately obvious ties to revenue.
And yet, we see enterprise SaaS companies such as Salesforce or iconic sportswear manufacturers like Adidas devote resources to creating and maintaining a blog.
A blog can be a powerful source of content that will drive new business, continued engagement, and overall growth for your company. Here are a few reasons why.
A blog helps you establish thought leadership.
A key differentiator for many businesses is how they are perceived as leaders within their industry. How do they contribute their expertise to new ideas that will advance growth and innovation for all professionals and organizations within their space? How are they providing perspectives and solutions regarding trends or some of the most pressing challenges that permeate their industry? How are they fostering a community built around sharing new ideas?
Thought leadership can take on many forms, whether it’s having key representatives from your organization speak at conferences or events, or promoting video campaigns to share solutions to a specific problem. The most accessible way to start building your thought leadership is by publishing regularly to a blog.
By publishing your ideas as a dedicated blog on your website, you can maintain full control over the presentation and messaging, as well as how frequently you decide to publish.
A blog will help you improve your site’s SEO.
Google’s search engine algorithm really likes it when new content is published on a frequent basis. Especially if it’s new, relevant content. As you embark on initiatives to improve your site’s search rankings and organic traffic, you will likely do a lot of research on the kinds of keywords or phrases you should be targeting for your specific solution or your audience’s pain points.
While it’s important to first ensure that your site’s key pages are optimized for these keywords, it’s even more crucial to continue updating your website with new, relevant content that will also be optimized for those same keywords. A blog is an excellent vehicle for hosting new content on a regular basis. Publishing relevant content on a frequent and consistent basis will signal to Google that your content is trustworthy and has authority, and this will in turn provide a boost to your search rankings for your targeted keywords—making it even more likely that a prospective customer will discover your site.
A blog will provide the necessary fuel for your marketing campaigns.
You can send emails, post on social media, and run digital ad campaigns, but at the end of the day if you don’t have good content set at the destination then your marketing messaging may fall short.
People love to consume content that teaches them something new—skills, industry trends, best practices, and so forth. Educational content can take many forms, from rich media like videos and infographics to more text-based content like a blog post or press article. From a level of effort perspective, a blog post can potentially provide you with the most value for your budget. It costs relatively little money and few resources to produce, and in addition to the benefits outlined above, the content from a blog post can then be repurposed into multiple formats (like the videos and infographics we mentioned before). A blog post like a gift that just keeps giving.
A regular publishing cadence means that you can easily develop new marketing campaigns with the new blog post being a focal point. Utilizing blog posts in campaigns can also provide you with more opportunities to test out different topics and messaging to see what resonates best with your audience.
So do you really need a blog?
Does not having a blog mean that your business will fail? No, not necessarily. There are plenty of organizations even at the enterprise level that do not produce that type of content. But content continues to be king, and the ROI resulting from creating and maintaining a blog should be more than enough to inspire businesses to incorporate this channel as a core piece of their marketing strategy.
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