Content is the driving force of your website. Serving as a vehicle of communication to your audience, your website content educates your customers on your products and services, helping build trust with your audience, demonstrating your brand voice, etc. Strong content is undeniably crucial to a company’s success, and one of the most powerful kinds of content you can create for your website are blogs.
Whether you are a company in the consumer sector like a local DJ, a fitness center or a food and beverage company, or if you’re a SaaS company, blogs will be extremely beneficial for helping to connect with both B2B and B2C audiences. Blogs allow you to expand your breadth of content, increase brand awareness, help foster brand identity, offer opportunities to strengthen SEO, as well as help position your company as an industry leader.
Below are 4 reasons creating blogs are invaluable for your company.
1) More Eyes on Your Content
Simply put, the more content you offer, the more eyes you will have on your content. Blogs are key components of content marketing strategy. Usually written in a more digestible, human voice, creating blogs posts will enable you to offer more content for potential customers to find and potentially want to read, helping build stronger brand awareness for your company.
However, content just for the sake of writing it will not serve you well. Always make sure that your blogs are relevant to your industry and category, the content caters to your audience’s pain points and their personas and the language is engaging to capture and hold your audience’s attention. You should also make sure that your blogs adhere to basic SEO practices, use strong keywords, utilize headers and meta descriptions, and maintain proper article length — essentially all things we have demonstrated in this article you are currently reading, so take note!
Creating quality content is key in hopefully helping you gain backlinks —and even more importantly credible backlinks — to raise your domain authority. This is vital as it will not only help your article rank in the search engines, but your whole website as well, driving traffic to your site, and ultimately helping convert more website visitors into faithful customers.
2) Build Stronger Brand Identity
Content is at the heart of your company, and blogs are a brilliant agent in facilitating communication with your audience. Creating blogs offers you the opportunity to demonstrate and express to your audience what kind of company you are, helping you establish your brand identity, personality, and tone. Consider the vibe you want your content to convey. Are you a more friendly company that may make jokes, and witty, off-handed statements? Or maybe your personality is more conservative and serious, needing to maintain stricter, professional gravitas. As your landing pages are often too limiting to develop the tone and brand voice of your company, no matter what products or services you offer, blogs give you the chance to expand on your voice and directly connect with your audience.
3) Assert Thought Leadership
This may not apply to every kind of company, but if you’re in the B2B sector, blogs are extremely valuable tools to demonstrate thought leadership and help position your company as an industry leader. Thought leadership blogs and articles do not directly promote or sell your products or services. Instead, they help you establish expertise and authority in your industry and category, as well as build credibility and trust with your audience — which are essential to developing stronger engagement. It can also be beneficial in aligning key stakeholders and decision makers among your clients, influencing them to see your company as the source of solutions to their pain points.
When creating thought leadership content, it is important to consider the direction that your business sector is going in and possibly, assert a stance or opinion, to once again demonstrate that your company is at the apex of your industry. You can also conduct and share relevant research and industry updates to show that your company has a pulse on the latest happenings in your field. Finally, even though thought-leadership content inherently maintains a more professional, business-oriented tone, it is important to ensure that your language is still engaging, compelling and digestible.
4) Cross-Promoting Content
Use Blogs as Supplementary Content
As we mentioned before, offering more content as long as it is well-written, relevant to your field, and caters to your audience’s pain points is always beneficial. Therefore, creating more blogs can also increase the likelihood of your audience members being able to find the answers to their queries within your blog posts, helping build stronger trust and engagement, as well as influencing higher conversion rates.
For example, if a potential customer were to contact you with a question, you could direct them to a blog post, rather than other content you may have such as white papers, landing pages, guides, etc. While several kinds of content can potentially answer their query, blogs are usually written with more accessible language, as well as a more human voice that may resonate much more strongly with your customer. Therefore, blogs are invaluable tools to use in your sale cycles, as well.
Linking to Products or Services Within Blog Posts
As opposed to thought leadership content which is not intended to sell your products and services, your blog is an ideal medium to directly promote your company and the solutions you offer to your audience. If a certain product or service you provide is relevant to the content within the blog post, you can include a link to it right within the article. Including links to your products or services within your blog posts once again positions your company as the source of answers and solutions to your audience’s pain points, also helping encourage the conversion of readers into customers.