Many business owners understand they should blog for business Internet marketing success! The marketing and tech industry press media have done a good job of proclaiming the benefits of blogging and data shows web sites that include an active blog receive more traffic and leads than web sites without a connected blog. Unfortunately, the hype has left a void for many small business owners who simply don't understand why a blog will benefit them, how to correctly setup a blog, or how to utilize their blog to drive traffic as a component of their overall Internet marketing strategy.
In this article I'll explain why blogging can be beneficial while providing a couple tips to ensure you get the most value and ROI from your business blogging efforts. Then, in subsequent upcoming business blogging articles, we'll examine and provide further insights into best practices of how to properly setup and utilize a blog for business Internet marketing. First, the basics of why blogs are beneficial to business web site marketing:
Why blogging is beneficial to Business Internet Marketing Efforts
Fresh Content is Valued by Search Engines and Consumers - The search engines value relevant worthwhile fresh content! Because each new blog article published to a web site is considered a new page of content belonging to the web site, each new blog article adds a new page to your web site and another opportunity to rank for a unique keyword in Search Engine Results Pages (SERP). When search engines notice a web site is being updated frequently, the search engine is more likely to return or re-visit sooner to re-spider (re-index) new content for the purpose of adding the new content to the search engines' data base. Therefore, frequent and consistent publishing of blog articles gets noticed by the search engines and is often rewarded by being displayed on Search Engine Results pages above content from other competing sites that is older.
Lets think about the impact of a frequent blog article publishing for a moment: If you published a new blog article only once per week for the next year, your web site will have grown by 52 new pages of content! How many of you added 52 new pages to your web site last year? Two articles a week provides 104 new pages of web site content. For additional meaning to the significance of these numbers, consider the following statistics:
- B2B companies that blog generate 67% more leads per month than those that do not.
- Businesses that blog at least 20 times per month generate 5X more traffic and 4X more leads than those that only blog a few times per month.
- About 46% of daily internet users read more than one blog every day.
- 65% of daily internet users read a blog.
Blogs Provide Opportunity to Interact and Engage with Readers - Modern day blog platforms (such as WordPress, Blogger, and Hubspot) facilitate commenting by the readers and publishers. Accordingly, blogs provide business owners an immediate opportunity to engage with their audience by learning their questions and providing answers to questions and clarification. Future blog readers see blog comments and benefit from the answers, fostering the perception the business owner is being helpful to their community by providing answers to comments and sharing information. Furthermore, when a Call to Action with aligned Landing Page is utilized, the web site owner not only gains SEO benefits but also gains opportunity to motivate visitors further into their buying process.
Blogs Provide Easy Syndication and Sharing Opportunities - Because blogs articles may be subscribed to via RSS and email as a function of the blogging platform, blog article publishing provides additional opportunities for your content to be shared. With search engines utilizing views, sharing and general content popularity as ranking algorithm signals, it stands to reason a popular blog with many inbound links and active engagement via commenting would be weighted as more valuable to a searcher than a blog (or web site page) that is barely read and not shared or linked to.
- Blog posts that were shared on Twitter and Facebook got 149% more inbound links than those not shared on social media at all.
- Blog posts shared on Twitter get 113% more inbound links than those not shared on social media at all.
Are you blogging for your business? Have you been successful generating leads from comments and views? Please leave comments below.
Need help creating worthwhile blog content or brainstorming your blog content creation strategy? Ready to learn why blogging as a component of an Inbound Marketing Strategy may make sense for your business Internet Marketing?
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