One of the most important goals of blogging is to help customers build trust and confidence in your brand. A blog should showcase your brand voice or personality – this is your opportunity to connect with customers/clients in a more conversational and unique way. By providing high quality content that your audience finds relevant to the industry or other areas of interest, you are strengthening the relationship with your customers. It’s essential to build trust before trying to sell products/services (if they trust your brand, they’ll purchase from you vs. your competitors).
While you want to make sure that you post to your blog frequently (ideally, either once per week or every other week), it’s also important to ensure that the content you are posting is relevant and informative. Think about who your audience is and what information would be beneficial to them. In order to engage existing customers and attract potential new ones, you want to offer content that is educational and provides value. Now is your chance to exemplify your company’s knowledge and expertise in the industry, set yourself apart from competitors, and establish authority.
Each time a blog post is written and published, it adds an indexed page on your website. In turn, this creates even more opportunity for your company to show up in search engines and drive traffic to your site in organic search. Additionally, blogging can help your business get discovered on social media. It’s important to share your blog posts to your company’s social pages (especially, Facebook and LinkedIn), as this gives customers an opportunity to share your blog content to their own pages. This will get your blog post in front of more people (and potential clients!), resulting in increased visibility and traffic to your website.
An increase in traffic to your company’s website provides a great opportunity to convert that traffic into leads. You will want to add a lead-generating call-to-action on your blog posts, such as: free whitepapers, free webinars, free trials, or any other content asset where someone would be willing to exchange their information. This is a simple solution to convert your audience into actual leads.
Search engine optimization (SEO) is a long-term way to increase your company’s visibility above your competition in search engine results. You may be wondering, “how does blogging help with this?” If you write your blog posts and utilize popular keywords that your customers are searching for, when search engine algorithms crawl, they’ll find that your blog has used the relevant keywords multiple times. This will result in a higher ranking on the organic search results page. There’s even more that SEO entails for your website, but we’ll save that topic for a later date!
Whether you’re looking to establish yourself as an industry expert, build trust with your customers, drive traffic, or convert leads, these are just a few of the numerous benefits of blogging for businesses.
What are you waiting for? At RCP, we are ready to assist with your blog content and help your business reach its digital marketing goals!