The Importance of Blogging for Your Brand

While it’s incredibly meta to write a blog post about blogging, it’s an important subject matter! Not including a blog on your website is a common problem a lot of organisations have.
Blogging for Your Brand

While it’s incredibly meta to write a blog post about blogging, it’s an important subject matter! Not including a blog on your website is a common problem a lot of organisations have. There are numerous benefits to blogging for business, not least of which includes building trust with potential customers. Blogs, articles and guides can be a great way of showing that you’re an authority within your industry.

Blogging is also an incredibly easy way to freshen up your onsite content, and keep your audience up to date with current industry trends. Where else would you include content about the newest hairstyle craze or the weirdest video you’ve ever seen on TikTok? We’ve outlined a few other benefits of blogging below!

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Drive Traffic to Your Site

Want to drive more traffic to your website? Include a blog! Although it’s not an instant process, a blog will provide far more indexed pages on your site. This will increase the likelihood of one of your pages appearing in search results, thereby boosting online traffic. You may be aware that search engines like Google like it when websites are regularly updated, so a blog can improve your overall SEO too.

Don’t forget that blogs are also long term. After a blog post has been indexed by search engines, it doesn’t just disappear into the ether – it stays there. This means that your blogs can gain traffic and generate leads months after you post them, or even years. It’s therefore a good idea to create content that is timeless, as well as pieces that focus on current events and trends.   

Use Calls To Action To Convert Visitors 

Once you’ve increased the traffic to your site, you then need to focus on converting this traffic. The method is simple – just include lots of calls to action! These CTAs can be for a number of different things – you could encourage visitors to look at the products you have available, or you might ask them to sign up to your mailing list. As long as you’re leading visitors into an eventual sales funnel, the CTA doesn’t matter too much. 
 
Many companies also offer an incentive for signing up to newsletters. This could be anything from free ebooks and whitepapers to webinars and free trials. Of course not everyone who subscribes to your newsletters or reads your blog will convert, but over time, your blogs (with their CTAs) should increase your overall conversion rate.
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Engage With Your Audience

While the primary goal of most blogs, or any online content, is to increase your conversion rate, this won’t always be an immediate process. And in the meantime, you need to ensure your audience remains engaged with your brand. So when they are looking to make a purchase, you’ll be the first company that springs to mind. Blogging can be a fantastic way to keep your audience coming back to your website, as it will be fresh new content. 

Blogs, like social media posts, are additionally helpful in terms of humanising your brand. Visitors don’t want to interact with a faceless corporation, but like to know that they’re speaking with real people. So if you write with your audience in mind, sharing your opinions and interests, readers are more likely to engage with your business. 

Have Something To Talk About on Social Media

We’re not trying to suggest any of your social posts are dull, but it can be challenging to come up with tons of content ideas! If you’re able to keep up an endless stream of quality content without referencing your blog posts, you’re probably leagues ahead of the competition! But for most people, repurposing your blog articles for social channels is a great way to save time. 

And even if you don’t feel you need to include your blogs on social media, remember you’re promoting sharable content – people are more likely to share things on social media than through other means. So you could be introducing a whole new audience to your blog and your brand. Essentially, you can use social channels to drive traffic to your blog, while also strengthening your social reach. 

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Link Building

Link building is an integral part of SEO, but over 40% of SEO experts agree that it’s the hardest part of search optimisation. Blogging can make it easier (though admittedly it’s still not easy!) by helping you become an industry leader. When you create blogs that are both valuable to your audience and include links to external authoritative sites, you’ll start to be seen as an authority yourself. And once you’ve become an authority, other businesses will link back to your site. 

Being known as an expert in your sector will also tell Google that you’re a trustworthy source, which can build your domain authority. This in turn can boost your SEO, driving more traffic to your site, and the cycle starts again!