I'm always surprised when I visit a brand's website and they don't have a blog.
When I'm putting together proposals for new clients, I always include blogging and content writing as one of the most important items to budget for - there are so many reasons businesses benefit from hosting their own blog that they regularly update.
Here are just a few to consider:
1. Blogs drive more traffic to your website and social media pages
Every time you write a blog, you're creating content that's easily shareable on people's social media channels, which can help expand your audience to the audience of every single person that shares your post. You can't even put a number on how many people can then potentially see your content and find your business that never would have otherwise.
The more blog posts you create that are developed specifically for your targeted audience, the more authority you build. People then realize that you (your brand) and your website are the authority they can trust to go to when they need your product or service.
2. Blogging drives traffic to your website
Take a look at your own website. When was the last time you updated a page? I'm going to guess it's not very often.
When you post a new blog, it becomes one more indexed page on your website - that means that you're creating one more way to show up in search engines organically. This cues Google and additional search engines that you have an active website and that it is somewhere to check back more often for updates.
3. A blog showcases your brand personality
Who do people buy from? They buy from people they trust and people they can relate to.
When was the last time you felt any sort of connection to a website? That's rare, right?
Now think of the last time you related to someone when they told you a story. Happens daily, yes? Even multiple times each day?
Blogs help show who is behind the logo of a brand.
What do you stand for? What are topics you're interested in? The more you blog, the more people are given a chance to relate to you, and to build an emotional connection with you (your brand, company, service, product). And that leads to sales.
The more you can provide content to your targeted audience - focused on their specific needs - the more likely you are to develop long term consumers.
Having a blog helps you learn what your audience really wants to know from you and what they relate to. When you know what type of content people are clicking on the most, and responding to best, the more ready you become to create even better content to grow your consumer base.
5. Deepen customer relationships
You might think that a blog post is simply something you've written and published, but it can be so much more.
Blogs are a great place to ask questions of your readers. Remember to read and respond to all questions and comments that get posted on your blog posts.
Unlike when you respond to a post on Facebook, a blog comment stays in a static position on your site for much longer, so more people are able to see how you effectively communicate.
Remember - this is just the beginning. If you're looking to expand your business, you need to create valuable content, consistently. One of the best waya to do this is with a blog.