Businesses that include blogs as part of their content marketing strategy experience 67 percent more leads than those who don’t. So if you’re not already blogging, you totally should be.
In fact, blogging outranks email newsletters, social media content, eBooks, and webinars when it comes to what businesses see as the most critical content marketing tactic. Luckily, blogging is a hugely productive use of your time, because it can augment and improve your other content marketing.
Sure, we love video, but how often do you listen to video with the sound on? We also love Instagram and Snapchat, but when it comes to finding authoritative information online, blogs are still among the most trusted sources of information out there.
After all, who knows how to cook a buttermilk pie better than the woman who’s been baking for a decade and running her cooking blog for three years? I mean, someone probably is, but that doesn’t negate her expertise in the eyes of someone looking for an easy recipe come holiday time.
Still on the fence? Here are 5 other reasons you need to be blogging:
Blogging Increases Website Traffic
Yep, we’re starting strong right out of the gate. As you build your blog, you’re adding to the keywords used, the expertise, and the content itself that lives right on your site. Research tells us that 75 percent of users don’t scroll beyond page one of Google, so it’s essential to pack your site with keyword-rich content.
But you don’t want your website to read like it’s designed just for Google rankings. I can’t remember who said it, but I once read: “Write first for people and second for Google.” Because readers can tell.
Have you ever been to a website that recycles the same content for each page? The web designer or company is just trying to up the search engine ranking – a little something we call Search Engine Optimization (SEO) in the biz – and they’ve sacrificed readability for it. So don’t do that.
But, you do want to be blogging: companies with a blog receive 97 percent more links to their website than those that don’t. How incredible is that?
Blogging Is Less Expensive Than Other Forms Of Marketing
Depending on how you approach your blogging campaign, it’s less expensive than many other types of content marketing. That’s because it costs you time only. Even if you outsource blogging, it yields much higher ROI than pay per click (PPC) ads, direct mail, trade shows, and telemarketing. It’s also comparable to social media and other forms of organic search.
If you’re a small business owner and you’re using my DIY Blog Template For Non-Writers, you can really cut some of the costs out of marketing.
Your Blogs Aren’t At Risk Of Deletion
Have you ever received an email from a coach or entrepreneur who says their Facebook page has been flagged and disabled? I sure have, and it’s devastating! When the bulk of your content resides anywhere other than your site, you run the risk of losing everything.
Who knows why Facebook or Instagram will sometimes flag an account – sometimes it’s at the whim of a petty viewer who didn’t like a post. Other times, it’s the fact that the page’s owner posts too frequently.
Instead of creating so much original content specifically for your social media accounts, start with a blog. Then, you can break that blog up into smaller, more readable segments. These small segments can then become captions or Tweets.
Actually, while we’re talking about social media…
Blogs Are The Perfect Companion To Pinterest
I’m in love with Pinterest and have been since I first discovered it several years ago. Not only is it fun to use – I love browsing while waiting for an appointment at the car shop or the doctor’s office – but it’s also a hugely profitable platform for businesses.
Content lasts longer on Pinterest than on Instagram (which still has good longevity) and even less on Facebook and Twitter. Plus, 90 percent of people who Pin weekly use Pinterest to make purchase choices. You read that correctly: 90 percent!
So if you’ve been ignoring Pinterest for your business, now’s the time to start paying more attention to it.
Blogging works wonderfully with Pinterest simply because it gives your Pins content! Yes, I realize this seems like a too-simple explanation, but people go to Pinterest to learn about something or how to do something new. Sometimes it’s a keto recipe. Other times it’s saving money. It might also be for women’s fashion, travel ideas, DIY help, or any of the many categories on the platform.
When someone Pins your image (that’s linked to your site!) then they can follow that image to your site to learn more about it. Enough people come to your site through Pinterest traffic and you’re going to see a positive change in your bottom line.
Blogging Is Better Than Paid Advertising
It seems counter-intuitive to forgo advertising for blogging, but the research shows that people do not like banner ads – or most ads in general.
In fact, according to one study, you’re 475.28 times more likely to survive a plane crash, 279.64 times more likely to climb Mount Everest, and 87.80 more likely to apply to and get into Harvard University than you are to click banner ads.
So, as a business owner or a marketing professional, why would you aim for banner ads? Consumers don’t want them and they’re expensive.
Instead, focus on building a robust article collection on your blog where people are more likely to read, click, and engage with the content as they learn about your company.
Need blogging and social media support? Let’s talk!