In a word: yes. Your company website does need to feature a blog. Let me tell you why. Otherwise this would be an awkwardly short blog which would totally defeat the point of me posting a blog about blogs.
Short for weblog, a blog is the perfect space for commentary and journaling. When it comes to blogs, the more detailed the better. In fact, the ideal word count of a blog post is estimated to be 2,500 words.
Sounds a lot! That's why user experience is crucial. Approx 77% of internet users read blogs on a regular basis. However, they read them differently to how they would a newspaper article. Online articles need to be scannable. Include great visuals, quotes, formatting and headings to make your article easy on the eye. The longer the user spends on the page reading the article, the more valuable the engagement is considered.
1. Show another side of your business
The vast part of the digital world loves to be short and sweet. Space on the landing pages of your website needs to be concise and to the point. Captions on online adverts are often restricted by a character limit. And no one goes on social media to read an essay. That's why blogs are brilliant. They offer a whole other space to share really helpful information.
Your blog space is a platform to share your expertise. Show that you know your stuff. Top tips and detailed insights will make your reader reach for their cuppa and lean in. Focus on one topic or theme at a time, with a clear call to action, and take a deep dive.
According to a survey, 70% of consumers would rather read a blog about a product than an advert. When written well, a blog post should be full of facts, valuable information, references and wisdom. High quality content that showcases your knowledge and that you have your finger on the pulse of your industry should always be the aim.
2. Fresh content is loved by search engines
Feeding the search engine beast is no easy task. However, if you focus on creating new content which is relevant to your customers and answers their questions, you're onto a winner.
Although ever-changing, at the heart of search engine algorithms is demonstrating expertise, authoritativeness and trustworthiness.
Creating content which covers search queries that the rest of your website doesn't, will improve your organic click through rate.
Blog articles work well when they are shaped around a couple of keywords that your customers will be searching for. These should be keywords deriving from the research analysis aspect of your content strategy. Keywords should be carefully integrated, and not over inflated. Any keywords should still read naturally and make sense.
3. Gain authority on other sites
Another reason to ensure your blog posts are written immaculately is their shareable factor. Driving new traffic to your website is just as important as catering to the followers you already have. A good quality, useful blog article can be featured on other relevant, respected sites with a magical link.
Quality backlinks increase your online visibility and tell the search engines that you are an authority voice in your industry. Digital marketing is all about reaching the right audience. Quality leads are needed. If you focus on gaining high quality links, you're more likely to receive higher quality leads.
4. Give insights into exciting developments
Blogs are an area that prospective employees will often visit to get a feel for working for a company. As well as information articles, it's also worth featuring office and team insights. Office bake offs, away days, achievements, new starters, challenges all help to paint a picture of your culture.
Q&A sessions with employees or a day in the life of are a brilliant way to make emotional connections. The more you include your team in the company blog, the more they'll come to you with feature ideas. Win, win!
5. Create greater social media content
All the hard work you've put into a single blog post can form part of a mini social media campaign or at the very least contribute towards a week's worth of posts. The more expertise and insights you share on socials, the more valuable your content is regarded. And inspired content = shareable content.
If you give your followers something worth knowing, the more likely they will save your post, comment on it or share with their friends and followers. In turn this will create greater volumes of website traffic, and with a bit of luck converted sales and new subscribers.
Multi-channel marketing is everything. The more places that you can share your content, the better.
6. Open up the dialogue
Blogs should always come with an open comment section. Invite your readers to share their opinion on your piece. Perhaps they'll make a comment or ask a question that gives you a closer insight into your audience behaviours that will be invaluable for future marketing and blogging activity.
7. Increase brand awareness
Your blog is an extension of all your marketing activity in long-form. It's quite simply, another platform for getting your message into the digital sphere. Don't be put off by it being hosted on your site. Blog posts can be distributed, linked to, shared and even turned into editorial to be seen by many new pairs of eyes.
Shaping your blog into an appealing and thought-provoking space can do wonders for how website visitors perceive you too. It's the perfect place to show your human side and build connections. By creating a mix of content that encapsulates your brand values and brand story, you can start speaking to your audience on a level that builds loyalty and excitement.
Golden rules of blogging:
Post often.
High quality content is key.
Backlinks and meta descriptions are important to get right.
Share blog content as widely as possible.
Promote intrigue with catchy headlines.
Encourage discussion.
Blogs should never be rushed or written on the fly. Articles need to be well researched, well planned and contribute to an over-arching content strategy.
Be focused on one topic and keyword at a time.
Be purposeful; have something worth saying.
Always try and convert a captive blog reader into a social media follower or newsletter subscriber.
Speaking of, my blog is called The Notebook and I update it all the time. Pop on back anytime for more pearls of wisdom. For help getting your blog to work better for your business, get in touch.