The corporate blog as a marketing tool. This is an idea that has been heard everywhere in recent years and although it is gaining popularity, it is apparently slow to gain acceptance from companies, because most of them still do not have a blog …
The benefits of a business blog are many, but the ones that usually get attention are:
- More traffic and leads;
- Be seen as an expert in your industry;
- More interactions with your visitors, prospects and customers.
Who doesn’t want all of this? 🙂
However, most companies do not have a blog and therefore do not benefit from it… surely because they are not 100% convinced. Let’s take a closer look.
How will blogging increase your site traffic?
If a blog increases the traffic of your site, it is above all because it allows you to develop your visibility in 2 important places:
1 – On Google
A good blogging strategy involves writing articles that target specific keywords that are relevant to your business.
The more you publish, the more you target keywords, and the more each of your articles is likely to benefit from visibility on Google and therefore become a new entry point on your site by which a user can discover you.
Unlike your product pages which often target more competitive keywords (and which are therefore difficult to position on Google), with blog posts, you can strategically choose the targeted keywords and receive traffic from Google more easily. . Besides that you can target an almost unlimited number of keywords and thus grow your traffic continuously.
2 – On social networks
Have you ever thought of being present on social networks? Or maybe you have tried it, but soon realized that it is not easy to continually find something to share?
You should know thathaving a blog opens the doors of social networks.
Simply by sharing the articles of your company blog in Facebook, Linkedin or Google+ groups for example, you will be able to generate visitors to your site.
Each new article that you put online is a reason to make noise on social networks and introduce your business to people who do not yet know you.
Yes, but does it give concrete results?
Well, let’s look at the statistics (source):
- B2B companies that blog regularly receive 67% more prospects ;
- Blogging companies have 13 times more likely to have a positive return on investment.
Why does it help to be seen as an expert?
If your articles answer the questions that people in your industry are asking, you will almost automatically gain expert status in the eyes of your visitors.
Think about it: you are the one who publicly answers people’s questions in a specific area, which is not nothing!
How does this create more interaction with visitors?
If you take the time to create a content marketing strategy, post articles that are of interest to your audience and promote them well. Your blog then has every chance of becoming a reference to which people will come back regularly to learn more.
Each visit to your blog is an opportunity for your company to promote its products and gain the trust of your visitors and prospects thanks to your expert status.
It is said that by 2020, 85% of customer interactions will happen without talking to a human. So if you don’t have a blog to chat with your prospects … I hope you have another plan!
But I do not have time…
Not having the time and not having a dedicated employee for this task are probably the 2 reasons we hear most often.
The solution is often outsourcing.
Whether using a site for connecting clients and writers, hiring a freelance web writer or even entrusting the management of the entire blog to an agency specializing in corporate blogging, the important thing is to take action to take advantage of all of these benefits.
Also be careful not to make these 7 common mistakes that are all too often responsible for the failure of corporate blogging.