Blogging is still a huge part of a successful content strategy.
Considering cutting your site's blog? Not a wise marketing move, At least, that's what the 2017 State of Inbound report concluded, showing a whopping "53% of marketers say blog content creation is their top inbound marketing priority". That's because blogging is still one of the best tools for bringing in visitors, leads and subscribers. And maintaining an informative-yet-inviting blog is beneficial to both the business and the reader.
So don't archive your posts just yet. There are way more benefits to blogging for content marketing than the drawback of actually having to maintain said blog. And we discuss them in detail in today's blog! Oh, the irony.
Reason #1: Blogging Establishes Authority.
Website content alone can't boost your search position (or most metrics, to be honest). While most businesses work closely with their web design consultants to create accurate and well-informed content, a page claiming you know your stuff isn't going to cut it. The solution? It's actually not more pages, it's blogging. Through your site's blogs, you have a powerful opportunity to share tips, guides, opinions--anything that helps to establish your company as an authority in its field.
Weekly blogs answering common customer questions, sharing news or providing tips increase both new and returning traffic to your site. Just make sure they're actually interesting to read and can connect with your audience; you may need an experienced creative copywriter for that.
Reason #2: The More Blogs, The More Leads.
Blogs aren't technically considered pages, but they function similar to them. The more pages (or blogs) you have on your site, the more inbound traffic you'll have and thus, more leads. But be careful when increasing post or page frequency. As we covered in last week's content strategy infographic, Google really has a thing against content that isn't quite up to par. In layman's terms: increasing your blogging frequency is great for business, but only if the copy it contains is high quality.
Reason #3: Search Engines Like Them.
And that's important. When searching a phrase on any given topic, the search results presented to you are likely a mix of sponsored ads, relevant site pages from major industry names, and blog posts. "But anyone can write a blog, so what makes them special?" As it turns out, the writer does. When you have a blog copywriter who really connects with your audience, the content is likely to be a hit with search engines, too. That means a better chance at showing up on the first page of results when potential clients hit "search."
Reason #4: People like them, too.
That's right! Real living, breathing humans (and some robots) are a blog's biggest fans. Most people would prefer to get their information from a blog post, which tends to be more conversational and relatable, than from dry, formal copy in a product description. However, this is only true for trusted blogs where the reader base can rely on the information being accurate. So please, for the sake of your blog and your credibility, make sure your blogs are unique with reputable sources.
reason #5: Social Media likes them even more.
Trying to figure out what social media likes is sort of like Marco Polo, if 'Polo' only answers when it wants and sometimes drowns you. The trick to pleasing social media is to give it what it generates most, and apparently that's short-links to blog posts, If you think about it, it makes sense: people enjoy well-written posts and are likely to share them on their social media platform of choice for their friends and/or followers to look at. While you can't really predict trending hashtags (why are we yelling about #slightlylumpyoranges, again?), one thing has remained true thus far: compelling content, especially in blogs, is a social media fav on every platform.
So, How is Your Blog Looking?
If you're behind on the blogging part of your successful content strategy, it's time to dust off the cobwebs and start churning some reader-approved content.
Not equipped for the job? Talk to a freelance creative copywriter, like the ones here at Luna Creative. We not only write stellar blogs, but we assist in strategy development, as well. Visit our website to learn more!
Stephanie Baker, Freelance Creative Copywriter at Luna Creative Content. @baker_writes
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