Why blogging is a great way to show off your business
A guest post by Anneka Burrett.
In the digital era, businesses tend to focus only on design and development over other factors of their website.
It’s also common for many organisations to forget the benefits of high-quality content. Many CEOs fail to realise the importance of written content across their website.
From web traffic benefits, to persuasive copy, and lead generation opportunities, a blog is essential for your organisation. And here’s why it’ll help you show off your business to the watching world.
Giving personality to your brand
By regularly publishing content, you can really develop your online presence. This includes demonstrating everything that’s great about your business, such as how you stand out over your competitors.
It’s also a great way to show off your business core company values. After all, you have the chance to position your business as an industry leader. You can do this by writing on-point, innovative, and engaging pieces that display your ethical standing.
This may be guides on self-help, tips and tricks, or whatever you excel at.
But if you’re blogging regularly, and posting the results across your social channels, then you can build your brand and benefit from lead generation opportunities. Such as prospects who like your content and convert based on the time and energy you’ve put into a post.
Show off your business to Google
Regular high-quality posts are an excellent way to show the search engine giant that your website is alive and kicking.
You can refer to this beginner’s guide to SEO from Moz for the basics on this. But if you’re covering a wide range of topics, writing naturally, and have a word count over 300 for each post, then you can expect plenty of traffic benefits.
Of course, that means you’ll also boost your organic traffic with the content that’s being posted.
If you prioritise your keywords, you can really show off your business to a much wider audience through Google’s search engine results pages (SERPs).
This can, in turn, create inbound links directing to your website. If others enjoy your content, there’s a chance they’ll link to it, which is terrific for ranking positions. This only ever does great things for your reputation.
Humanise your business
Blogging is about injecting some personality into your daily proceedings. Depending on your type of business, why not insert some humour into your website to show you’re much more than simply yet another money-making corporation.
But you can also touch on important issues such as charity initiatives or supporting the environment, which can improve your public image and overall trustworthiness.
Blogging is also fun. Be creative and add in some life into your content to reap the full benefits. You’ll add life and value to your brand and cultivate a better public image as a result.
Adding value to your social channels
Once you blog you can share your content across social media. You can use the free tool Canva to help you create images to support this. Or a resource such as Pixabay provides copyright free images for you to safely use.
Of course, it’s best to create bespoke images. But if you don’t have the time or resources, then these offer high-quality alternatives you could take advantage of.
But the reality is it can be tricky to include fresh content across your social channels at all times. With an active blogging schedule, then you take some of the burden away.
Develop your authority
As covered higher above, don’t underestimate your blog as a platform to show off your business and develop your industry expertise.
You can share your passion, build at an ongoing series of FAQs to answer common questions, and demonstrate your aptitude for what you do.
This, in turn, helps develop trust in your company. This can be amongst stakeholders as well as your customers. It’s essential to do so, whether you’re B2B or B2C, as it provides every reason for individuals to choose you over your competitors.
You can win Google snippets if your content is of high-quality, so you should aim for evergreen content. This will provide significant value for the years ahead. Over time a post can generate significant traffic and conversions as a result.
Develop your marketing concepts
You can try out blogging to test some potential marketing opportunities. This may be a new product, a competition, a white paper, or an ebook.
A test run across your blog can indicate how it’ll perform in your costlier marketing campaigns. If something proves to be a bit of a dud, you can save your budget for more effective opportunities.
That’s an excellent way to ensure you show off your the best of your business to the internet.
Understand your customers
Blogging helps you to get to grips with your customer personas.
By testing out ideas you’ll get to know who’s paying attention to your business, who’s converting, reading, and engaging.
The better you understand these personas, the better you can tailor your content to suit their likes and interests. You can connect with them to a greater extent, which ensures you only ever show off your business in the best possible light.
About the author
Anneka Burrett is Head of Digital Experience at BrightHR, a leading people management software company. She is responsible for generating leads through paid and earned digital channels, as well as through strategic digital marketing campaigns. She oversees continuous optimisation of BrightHR’s digital touchpoints to adapt to new customer behaviour and to improve the user and buyer journey.
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