This article details the importance of publishing a blog on your business website and the incredible SEO and marketing advantages this feature provides.
From a marketing point of view, the blog is the number one free advertising tool and is available free on every WordPress website. Originally, WordPress was created for primary use as a blog, therefore it is rich in features and flexibility. The most successful corporations in the world have been using the blog since the early 2000’s.
Blogs drive traffic to your website and Lead to Purchases
According to a recent HubSpot consumer survey, when asked “Have you ever purchased something from a company after reading a blog post from them?”
A whopping 56% said, “Yes.”
Blogging the #1 method for increasing traffic, with SEO in second place.
17% of blog post titles are “How-to” headlines
Here is an example:
Your company sells widgets and kitchen accessories. You create a post titled “How to install the “MULTI-FUNCTION” dishwasher widget in your kitchen.” You furnish them with easy to read step-by-step instructions, a detailed specification sheet on the product, and YouTube video link demonstrating the installation procedure. Additionally, I recommend that you add a CTAs(Call to Action) on the side bar of the post.
Here are some examples of CTAs:
1. An Email contact form titled “Send us any questions you may have”, and additional support information, such as call us at this number for immediate service.
2. A CTA offering an incentive or sale to purchase one or some of your related products.
3. If you have a mailing list, and another CTA to join your mailing list.
The most successful way to get your audience to respond to your CTA is to offer them something in return.
In summary, this brings customers to your site that have purchased the “MULTI-FUNCTION” widget and want to install it themselves. If your installation instructions are efficient, precise and easy to read, then you have provided a valuable service to a potential customer of your other products. You earn the confidence in your company to support the products you sell.
By publishing multiple posts providing installation instructions for your most popular products, you have already started a free advertising campaign to qualified potential customers. If you consistently create valuable articles for your target audience, it’ll establish you as an industry leader or authority in their eyes.
SEO | Search Engine Optimization
The SEO advantages of blogging are enormous!
A recent Content Marketing Institute article on organic search traffic states “When combining SEO, blog posts, and landing page copy with compelling CTAs makes a 47% contribution to increasing sales”. Of all trackable website traffic, 53% comes from organic search, according to a 2019 BrightEdge study.
Every time you create and publish a blog post, it’s one more indexed page on your website, which means one more opportunity for you to show up on the search engine results page (SERP) and drive traffic to your website in organic search.
Blogging is the second most popular tactic to gain leads. (The No. 1 position was landing pages and calls to action.)
Blogging for your business also helps you get discovered via social media. Every time you create a new article, you’re creating content that people can share on social networks which helps expose your business to a new audiences.
97% of bloggers use social media to promote their blog posts.
Share Company News
Blogs can contain not only articles but also news that highlight what a company is up to. Have you hired a new content marketing manager? Share it on your blog. Interviewed online marketing and industry experts? Post it on your blog. Have a brilliant case study that showcases how your products and services help customers? Tell your audience about it on your blog. Are you hosting a local fair or trade show? Drum up attention for the even through your blog. Not only does sharing company news on your blog humanize your brand, but it also helps your audience see that you’re not always about selling.
A HubSpot study found SEO beats social media, email marketing, paid search, and other marketing channels at increasing new leads.