Have you considered the strategic value of a blog for your business? A blog is more than just a feature on a website – it is a critical component of a content-marketing strategy. It serves as a dynamic platform for sharing your latest developments, demonstrating your industry expertise and providing timely insights that resonate with your audience.
Blogs can help grow a company’s order book by producing an ‘average of 67% more leads monthly than companies that don’t blog.’ (source: HubSpot).
So, where do we start with the benefits…
Drive footfall to your website
Blogs are a cost-effective way to keep your website active. Current and new clients will land on your website and be able to engage immediately with fresh and up-to-date content. This not only shows that you are an active business, know your stuff and have something to say, but it also demonstrates that you are willing to help solve your audience’s questions. As a result, audience trust will increase and traffic can be converted into leads.
You’re an expert in your business and I’m an expert in mine
We each have an area where we excel, a field we are passionate about and can’t stop talking and reading about. Customers want to hear what you have to say, what you know about your industry and what your story is. It’s important to communicate and share this in a creative way. Blogs act as a fantastic medium to do exactly this. They are a platform where you can establish yourself as a thought leader in your field and an authority in your industry.
An opportunity to express creativity
Many companies can get lost in the complexity of their business and have limited opportunities to express themselves in a more creative way. Having a blog allows you to help your audience understand what is going on behind the scenes and show your human side. Blogs can be written in a variety of styles that capture the attention of all readers – new and returning.
Take for example one of my clients, the UK’s leading mezzanine company. Hi-Level Mezzanines works with clients such as retail giants Amazon and Next. At face value, mezzanines seem a dry subject. How would you make this more of a tangible and attractive subject? Through two blogs every month, I help bring their line of expertise to life with engaging language and topical items such as industry awards, introduction to new team members or highlighting the ‘Top 5 benefits’ of their products. One excellent example is ‘The A to Z of Hi-Level Mezzanines’ which includes some fun, tangible facts, such as:
- M is for multi-tier mezzanines, allowing customers such as online fast-fashion brand ASOS to triple or quadruple their usable space. And,
- R is for retail, with mezzanines both for booming e-commerce operations and maximising return on bricks-and-mortar stores.
These are all ways of creating blogs that can make your industry more human.
Boost the SEO rankings
According to HubSpot, ‘websites with active blogs have 434% more indexed pages and 97% more inbound links than those without. (BKA Content)’. So, blogging offers a prime opportunity to increase search engine optimisation (SEO) by meeting the criteria to drive organic traffic to a website through new content, the number of indexed pages and keywords. If written in a natural way, keywords about the industry, business, customers, products and events should flow throughout your blogs with minimal effort.
Helpful, repurposed content
Finally, after all the creative efforts to get another brilliant blog on your website, you’ll be pleased to hear another benefit of blogging. Blogs offer a great option to repurpose your content through sharing on social media or other outlets such as newsletters. So, make sure your inspired content gets read by sharing far and wide through other marketing opportunities.
The key to blog writing is to create regular content that resonates with or is helpful to your audience. At Editing Edge, we have years of experience writing engaging blogs for clients at the top of their game. If you need help with writing blogs that will take your business to another level, please get in touch.
