A Blog on Blogging – Part I

Yes, this is a blog on blogging. While it’s not a new concept and many businesses have added it to their content marketing strategy, organizations are still missing the mark. Why? Because they either haven’t jumped on the bandwagon, or if they have, they didn’t do their research. It's time to learn why you should capitalize on the benefits of blogging.

A brand blog is a unique tool, with a specific purpose – it’s not just a simple task to assign to the office intern. Learning how this medium can change your business is crucial in today’s digital age.

Benefits of Blogging

When you think of blogging, often the first thing that comes to mind are mommy bloggers and fitness pros who are selling you a lifestyle. Before you judge too quickly, the reality is that personal bloggers have mastered the art of gaining loyal followers and establishing themselves as experts in their niche. (Just think about the “Top 5 Must Haves for Baby” article that convinced you to buy that ridiculously expensive stroller.) Businesses should take notes from these bloggers’ success.

When utilized properly, blogs can have a direct impact on website traffic, lead generation and perceived authority. How? Here are the numbers:

1. Website Traffic

Huffington Post shared this stat in an article about blogging – companies that blog receive 97 percent more links to their website than those that don’t. If that doesn’t get you to stop and think, I don’t know what will. Weekly (or daily) blog content provides an opportunity for your brand to build more links for your audience to find. Note: These links won’t do you any good if you don’t optimize them properly and promote them to your audience, but more on that later.

2. Lead Generation

A basic website may bring a potential customer to your site to view a specific product or service – which they may look at once or twice. A blog creates an opportunity for readers to visit your website time and time again. Whether they realize it or not, eventually they will begin to trust your brand. If they trust your brand, they are more likely to fill out a contact form, sign up for a newsletter or move forward with a purchasing decision. According to Hubspot, B2B marketers that utilize blogging as a part of their content marketing strategy receive 67 percent more leads than those who do not.

3. Perceived Authority

Every website has a nice little “About Us” section that briefly outlines the company’s background, the leadership team’s expertise and maybe an award or two. While this is great information for establishing credibility, it’s also a stagnant page that rarely changes. Rated as the fifth-most trusted source for accurate news or information, blogs are a place for the consumer to really see and hear your employees. By sharing industry insights or professional tips, consumers get to experience firsthand the credibility of your staff and what they have to offer them as a client.

Now that you know why you need to capitalize on the benefits of blogging, it’s time to learn how to blog. Stay tuned for “A Blog on Blogging – Part II,” coming to the Side Dish next Tuesday.