Have you ever visited a website, noticed that they have a blog and wondered why? It’s not just because someone at the company decided to start keeping an online diary! Blogging is actually an essential piece of a brand’s digital marketing efforts. In fact, the numbers show that companies with on-site blogs produce an average of 67% more leads on a monthly basis than companies who don’t blog. While updating and maintaining your site’s blog may seem like simply a way to drive new traffic to your site, there are a variety of additional benefits that can come from this practice as well.
1. Fresh content and driving traffic
Similar to an e-commerce site that is frequently updating and adding new products, a blog is a great way to continuously add new content to your website and provide Google with more pages to index, therefore allowing the algorithm to learn more about your website and reward it with competitive rankings. As an added bonus, creating this informational content may lead to other sites linking to your post as a source of information, therefore bringing more authority to your domain and helping to bolster your positive backlink profile. According to research by DemandMetric, blogs can result in a 434% increase in indexed pages and a 97% increase in indexed links.
2. Establishing a brand voice and brand credibility
Creating blog content that demonstrates your expertise and knowledge of your industry is a great way to assert yourself as a credible source of information and as someone who should be trusted and seen as a subject matter expert, not just by clients but by others in your industry. It offers an opportunity to establish your brand’s voice and familiarize your targeted audience with your brand through informational pieces. How do you want your business to be perceived by others? Think about the answer to that question and find a way to channel it into the type of blog content you create for your site.
3. Thought leadership across various platforms
Creating fresh and relevant content can also serve as an effective and more streamlined method to increase your company’s social media presence. While the actual on site blog may serve as the hub for all of the resources and thought leadership content you have created, sharing snippets of this information across social media can be another very effective way to establish your company as a source of information across all platforms, with the added bonus of getting additional clicks back to your website. You may even be reading this post right now after seeing a snippet shared on Avenue’s Instagram or LinkedIn and deciding you wanted to learn more!
If you’ve officially been convinced to start your blog but aren’t sure where to start, check out this resource we created on how to find trending topics to write about. It can be helpful to think of your blog as a way to answer commonly asked questions by clients or common questions in your industry in general. Happy blogging!
Please note that Avenue has no affiliation with any products, services, or websites referenced in this blog post. Avenue is a digital marketing agency in Portland using business as a force for good. Our proprietary suite of paid advertising, search engine optimization (SEO) and social media services help brands and businesses of all sizes grow sustainably and successfully. For more information, we invite you to visit our services page.