Blogging was once viewed as a hobby, a way to self-publish unfiltered thoughts, stories and opinions on a website. Later, social media essentially replaced the blog as a self-publishing tool.
In recent years, though, blogging has reemerged as a necessity for businesses and nonprofits. Today, blogs help businesses spread the word about their products and services. Blogs help businesses get discovered in a competitive digital world. Blogs help businesses establish their credibility and expertise.
Blogging is a successful marketing strategy that spans public relations, digital marketing and web development. That’s why Priority Marketing offers blogging services to its clients and partners.
Below are three reasons every business needs a blog on its website:
(1) Search Engine Optimization
Google has a complex algorithm that determines which websites and webpages show up in search results. Computer users often scan the top results, so businesses want to be listed near the top to draw search traffic.
Blogs are an effective way to boost Search Engine Optimization, or SEO. Here’s why:
- Blogs introduce new, fresh content to a website. That helps Google recognize a website is not stagnant.
- Blogs contain keywords and key phrases that computer users search for. That means computer users are looking for exactly what you’re writing about.
- Blogs, especially longer blogs or those with embedded video, keep users on websites for longer periods. Time on site indicates that content is useful and computer users are engaged.
- Blogs contain links to relevant internal and external resources. This demonstrates that a website is citing sources and helping visitors learn more about the topic.
Websites with strong SEO mean blogs and other content have a higher chance of being discovered by target audiences. If configured correctly, blogs are highly searchable. Tech Client notes that businesses have a 434% higher chance of being ranked highly on search engines if their websites feature blogs. Rankings are extremely important because research shows 75% of users don’t scroll beyond the first page of search results.
EXAMPLE: Surgical Healing Arts Center has a page that includes blogs dedicated to key topics for the business. These keywords include weight loss, obesity, heart disease, bariatric surgery, weight management and more.
(2) Build Library of Resources
In 2010, Entrepreneur magazine drafted an article examining 10 things every small business website needs. It includes staples of every website, like contact information, a description of the company and viewer-friendly design. Another requirement is fresh, quality content.
Many businesses struggle with the term “blog.” A blog doesn’t have to be written specifically for the website, though. Blogs can include content created for other purposes, including:
- News releases: announcements of awards, recent hires, promotions and new products or services.
- Guest articles and op-eds: bylined commentaries provided to news media or stories published in newspapers and magazines.
- Testimonials: customer feedback and reviews.
- Videos: commercials and social media videos.
By considering these elements as blogs, each piece of content generates a new URL and adds depth to the website. It serves as an unofficial company archive.
EXAMPLE: Sunshine Ace Hardware blog posts include news releases, guest articles, op-eds and other media coverage. Blogs offer DIY tips, gift ideas and how-to guides in addition to news about philanthropic campaigns, awards and company announcements.
(3) Demonstrate Expertise through a Blog
Successful businesses are good at what they do. How do you tell others that you’re the best without sounding conceited? You demonstrate your expertise in a blog. A writer’s knowledge and experience become evident through strong, organized copy.
Blogging helps showcase the strengths of a business, as well as its leadership team and employees. All types of writing – social media, news releases, email or websites – must adhere to your company’s brand standards. Additionally, blogs must:
- Be professional: Maintain company’s brand standards and reputation.
- Be accurate: Be sure to fact-check all statistics and data.
- Be thorough: Include all details. There is no word limit on a blog.
- Be helpful: Provide information that consumers want to know, or should know.
- Be conversational: Write so the average reader can understand the copy.
- Be original: Create exclusive content that isn’t found on other websites.
- Be consistent: Set a goal or target for the number of blog posts per week or month.
Blogging allows businesses to become their own media organization. Traditional news media rely on experts to help tell their stories. When searching for sources, media will research local companies that might be able to explain a problem or decipher complicated issues. Expertly crafted blogs help position a business and its leaders as experts in the community and media’s eyes.
EXAMPLE: Kids’ Minds Matter uses its blog to establish the organization as Southwest Florida’s go-to source for youth mental health. Blogs recap Mental Health Mondays segments and address important issues like stress, trauma and PTSD.
Four Examples: Client Blogs
Traditional media and social media allow others to control the message. Meanwhile, blogs allow businesses to create and post content precisely as they wish, establishing the exact brand they want to create.
Below are three examples of client blogs, as well as one from Priority Marketing, that help position the business as an expert in their respective field:
Integrity Employee Leasing
Area of expertise: human resources and payroll
Pro-Tec Plumbing & Drains
Area of expertise: plumbing
OFDC Commercial Interiors
Area of expertise: office furniture solutions
Area of expertise: marketing, advertising, public relations, social media, website development and digital marketing
Do you want to strengthen your brand through blogging? Please give us a call today at 239-267-2638 or send an email to info@PriorityMarketing.com.