In the highly contested space of online marketing, a website alone is often not enough to coax consumers with choices and high expectations towards sale… let alone to even be discovered in the first place.

You need something that will sharpen your edge and help cut through all the online noise. You need to grab their attention and gain their trust. The 2018 Hubspot State of Inbound Survey found that businesses using website blogs as part of their content marketing mix get 67% more leads than those who don’t.

These are sobering statistics – let’s look at the reasons behind this and why a website blog needs to be part of your marketing arsenal:

1. Improves search engine rankings

The difference today from years past is the shift in Google’s algorithms from individual keyword stuffing to the importance of concepts. Keywords still matter, but Google cares about relevance, context and the structure of the written content more than ever.

In a nutshell, the more fresh and well-written blog content you produce with suitably incorporated long-tail keywords, the more likely you’ll be discovered in search engines and drive organic traffic to your website. Each website blog post also adds a new page to your domain and when indexed in search engines, the organic search visibility improves even further.

Blog posts also provide opportunity to internally link to other relevant posts and pages on your website, further increasing your ascent up the search engine results page (SERP) rankings.

2. Boosts brand authority

A blog is a platform from which to showcase your industry knowledge and expertise. By sharing important industry-related information and insights you are demonstrating that you are at the cutting-edge of industry trends, issues and developments. The sense of trust and even familiarity that can be bred from this interaction with prospective customers cannot be underestimated. 

By even just running an active website blog, you are sending a signal that your business is alive and well, successful and maintained. This will serve as a direct reflection on the trustworthiness of your products or services, possibly tipping the scales just enough for conversion.

Quality writing and presentation is important though. Poor writing and proofreading will have the opposite effect and detract from the desired image of a business that pays attention to detail, dotting the i’s and crossing the t’s. This is where outsourcing the task to a content writer can be beneficial, also saving time and optimising the overall performance of the content.

3. Ongoing engagement & customer loyalty

With trust gained, high quality blog content can flow on to help build brand loyalty, retaining customers for repeat sales and increasing conversion rates. Posts give you a unique opportunity to share your voice in a more informal manner, allowing more connection with your customers and increasing your likeability.

Part and parcel of this connection, it’s a fantastic tool for keeping your audience informed about your business, sharing your milestones and bringing them along for the journey. It’s a place to explore your products and services in more depth through case studies, success stories, ‘how to’ guides and the list goes on.

All the while, your email list will likely grow in the background. It can be a hard slog signing people up to receiving yet more emails in their forever pinging inbox. If people experience a taste of your writing and insights through interesting, useful and informative website blog posts, they’re much more likely to trust that your newsletters are worth reading too and may just turn that hover into a click.

4. Gain market insights

Whilst a website’s communication interface is very much a one-way street, a website blog creates opportunity for two-way interaction in the comments section. It’s a space where clients can provide positive feedback, providing a platform for informal testimonials and ‘word of mouth’ recommendations.

It’s also a channel through which concerns and issues of interest can be raised and clarified, expanding awareness of the moods and trends of your market audience. This can serve as an excellent wind gauge, informing the topics and tone of future posts.

There is potentially a double-edged effect here with unsatisfied customers possibly hanging up their dirty laundry. This said, the platform allows the business to immediately correct the record or acknowledge an issue and remediate. It allows for the customer to feel heard. Far more damaging would be a rogue customer dragging your brand through the mud on an online forum over which you wield no influence.

5. Extends your reach

Every time you publish a blog post, you’re creating content that can also be easily shared on social media platforms. Not only is it beefing up your website SEO performance, but it’s then being sent out to snare other passes by and drawing them back to your business.

But sharing post links on social media is not the only option. Small nuggets of gold from a post can be mined and shared as a snippet on a social post. Ideas and concepts from a blog post can also be repurposed, saving time and giving your intellectual product more thrust.

The wrap-up…

When considering the brand authority, exposure and audience connection benefits that a website blog brings, a business these days can ill afford to forgo its inclusion as an integral part of their online marketing strategy.