Matthew Laurin

Why Blogging Is Good For Business

blogging-for-businessWriting good content can be a pretty tedious process but the benefits for online marketing are powerful.  For almost any company, starting a blog should be a core part of their online marketing initiative.  It can help establish a brand as an authority, enhance SEO opportunities, and draw an audience into a website. 

Opportunity to Rank for More Keywords

Search engines serve pages that are relevant to a user query.  In an ideal world, a website should have an overall theme and then sub-categories that spread out among pages.  If you subscribe to this theory, you’ll realize that there are only so many keywords you can rank pages of your site for. It is possible however make more pages and a legitimate way to do that is with a blog.  You don’t have to make every post rank for a keyword (and in fact you shouldn’t make this your primary goal).  However when the opportunity presents itself, you can make posts that are optimized for keywords that didn’t make it into your website. blog-commentsUser Generated Content Another side SEO benefit of a blog is the user generated content it produces.  Search engines can take that content and index it.  For instance comments on a blog post may contain other variations of keywords that are relevant to the page.

Build Authority

People go online to look for information.  When they find useful content provided by your brand, they are likely to see it as an authority in that space.  They may even come back multiple times for other information or refer their friends and family to your site. Blogging that is done right shows users that you know what you’re talking about.  It tells them that the company is interested in providing useful information to users.  When visitors later turn to buyers, they are also more likely to buy from the company that provided useful information in the first place. Need some examples of companies doing it right? Here are three companies that get it when it comes to blogging for their target markets.

CAT (Caterpiller)

CAT-blog Caterpiller has a ton of useful how-to posts for their audience.  Even if you owned a piece of a equipment from another manufacturer, these posts would be great for teaching you things.  You’ll find very few if any directly self-promotional posts or things that are only about the company.

SAP (Software Solutions)

SAP-blog SAP’s community voices is a compilation of blogs found on the company’s website.  They range from guest posting to those from the corporation itself.  Tech companies in general are way ahead of their corporate blogging counterparts anyway.  The posts on SAP’s blogs are insightful and chocked full of industry information that is extremely helpful for their target audience.

IBM

IBM-Blog Another industry news and trends hot spot is IBM’s blog.  There are tons of featured posts from both IBM professionals and other industry heavy weights.  The whole point here is that these companies are producing content worth reading.  Content that has a purpose and that can help the people reading it.  

Inbound Marketing and Blogging

Blogging has a special place within the realm of inbound marketing.  A core element of inbound is delighting your audience and drawing them in with helpful and useful content.  A well-written blog post can do just that. Companies can write pieces on how to do something, offer insights on market trends or just provide their own valuable opinion on a topic.  If it’s good enough and interesting enough, it will draw people into the site. Once people are on a website, they may be inclined to learn more about the business.  They may even want to buy from the business.  Companies can prompt people to buy with calls to action at the end of blog posts or in the side bar of the blog. inbound-marketingYou should follow a few simple guidelines when writing content for a company blog that is meant to market to an audience:
  • Make sure the content appeals to the type of buyers you want to come to your site
  • Make it easy to read
  • Use lots of references and other background information (provide links)
  • Have a call to action for your products or services (don’t focus on this though)

Internal Linking

This is one of the over-looked benefits of having a business blog.  When people look for content online, they may be more likely to stumble across your blog posts than pages of your site.  They may have also come through to your site via a link to a blog post on social media. You can link relevant phrases in your blog posts back to pages on your website.  This helps users find more information and it also helps flow PageRank from your post pages to other pages on your site that may not have as much. Blogging has a lot of great applications for marketing a business online.  Virtually any industry can benefit from writing content that is useful to visitors.   What other reasons is blogging beneficial to business?  Join in the conversation by commenting below.


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