3 Things Your Business Blog Does 24/7
As a business owner, pretty much everything you do is for a single purpose: to grow the business. To be successful. To turn a profit.
Okay, so that's three purposes, but they fall under a single umbrella of purposefulness. Hard work is a mandatory prerequisite to achieving your goals. But I'm going to let you in on a little secret -- something that will do hard work for your company, even when you're not on the clock.... A blog.
You've heard that your company needs content, and blogs are one of the most effective types of content available.
Why? Because blog posts are hard at work, all the time, 24/7, whether you're in the office, enjoying a day off, or asleep in your bed.
Your blog's work can have a significant return on investment. Here are three of your blog's top jobs.
1. Educate people
Instead of heavy, dusty encyclopedias and phone books, these days people turn to the internet to find information. Case in point: you're reading this post instead of a "how to" book to learn how blogging can help grow your business venture.
Whether you're running a restaurant, an auto shop, or a consulting business, your blog is a place where people can learn about your industry and about you -- your company and what you have to offer them. Your blog is the first place people learn to associate your brand with value.
2. Boost web traffic
With every blog post you publish, you're telling search engines that your website is active and relevant. Some of your posts will turn up in search results. And some of those posts -- one in ten, according to HubSpot -- will be compounding, which means the traffic they bring in from organic search increases over time.
What's more, compounding blog posts generate around 38 percent of web traffic, HubSpot reports. When a blog post goes live, you can never be entirely sure what its impact will be. However, each post has potential. It could go viral. It could become compounding and grow your site traffic as time passes by.
3. Pick up leads
Educating people and getting site visitors is important, but a business can't run on site hits alone. You need customers. Customers come from leads. And leads come from web traffic and blog posts.
In fact, 47 percent of paying customers looked at between three to five pieces of website content (ahem, blogs, ahem) before reaching out to a sales representative, according to Demand Gen Report.
A business blog is a hard-working element of your content marketing strategy. It can educate the public, increase traffic, and generate leads.
Don't have a blog on your company site? Have a blog that's in need of some love?
Get in touch. I'd love to chat with you about making your business blog better.
Photo credit: Glenn Carstens-Peters