Sales and Marketing

Creating and Growing Blog

Business blogging is a powerful marketing tool and a steadily growing trend. The top priorities for business owners and marketing professionals are to:

  • Convert leads to customers
  • Generate organic, high-quality leads
  • Grow website traffic
  • Boost revenue from current customers
  • Prove the marketing return on investment (ROI)

Blogs, as part of a clever content strategy, are the ideal way to achieve these marketing objectives. There has been a dramatic increase in paid promotion and distribution of blog content in the past few years.

Power of business blogs

Ever since American influencer John Barger coined the word “blog” in 1997 to denote “logging the web,” blogs have steadily continued their mainstream journey.

Blogging now rivals mainstream media in popularity, with businesses looking to share expertise and knowledge, gain professional credibility, engage current consumers while attracting new ones. Blogs rank fifth in the list of most accurate and trusted source of online information. They add the all-important personal touch besides being a great value-add.

Interesting content that is relevant is one of the top reasons why people follow brands on popular social media platforms. Your business blog provides a great opportunity to showcase your unique brand personality and extend your reach. Being the first to provide relevant insights and industry news to your readers will help strengthen your reputation.

Given that 81 percent of consumers in the U.S. trust the information and advice given out in blogs and 61 percent of them make a purchase based on the same, the power of blogs is evident.

Here are some of the statistics that show how blogs are beneficial to businesses:

  • Small businesses who feature blogs experience 126 percent more leads.
  • Blogs are read by 77 percent of internet users.
  • Websites that include a blog have 434 percent more indexed pages.
  • Businesses that incorporate blogs enjoy more leads as compared to those that do not.
  • A B2B blog carries enormous SEO benefits attracting high-quality leads.
  • A business blog delivers sustained ROI as compared to traditional marketing. Businesses that prioritize blogs are thirteen times more likely to experience positive ROI.
  • 66 percent of marketing professionals used blogs in social media in 2017.

Know your customer: Having a detailed, clear picture of your target customers is the first step to developing a successful content strategy. Your blogs should be tailored to your target audience to achieve an optimal conversion rate. You can use consumer research tools that are available on several social media platforms or invest in market research to get a detailed description of your target audience.

Optimize keywords: Keywords are what search engines focus on to understand what the blog content is all about. With evolving algorithms of search engines, it is important to write authentic, fresh content without stuffing keywords into them. Make a list of between five to ten keyword groups and long-tail keywords that are associated with them to ensure your search engine ranking.

Focus on the length: The length of the blog is one of the top considerations. With word count numbers increasing in the last few years, longer blogs tend to perform better. Your blog posts should be long enough to fit in the information that has to be conveyed to the readers. Besides, it should also include keywords without stuffing all of them in a short write up.

Detailed, accurate, and high-quality content ranks high on search engines. A study showed that on an average, the top ten blogs on search engines had content with more than 2000 words.

Title: Titles are as important as the content itself to catch the potential reader’s, as well as the search engine’s attention. Most traffic has been reported for titles featuring between six to thirteen words.

Visual content: Consumers are able to retain 65% of the information in an article when it is paired with visuals. Adding charts, graphs or infographics can lead to extra time spent on your blog, while boosting recall rates.

Images in blog articles attract 94% more views which is why 71 percent of marketing professionals prefer to use visual assets in their content strategy.

Ensure same domain for Blog & Website: The top benefit of blogs is to add SEO value to the website. If you place your blog in a different domain from your website, the SEO value of both your site and blog can drop, impacting their performance. Ensure your blog is on the same domain as the website (domain.com/blog or blog.domain.com).

Keep it consistent: It is important to keep a consistent schedule for blog posting which helps keep your content fresh and relevant.

The frequency of blogging is a key element to sustaining and boosting web traffic. As per some studies, four times a week or sixteen times in a month of blog posting is optimal. Businesses that featured sixteen or more blogs in a month experienced up to 3.5 times more traffic as compared to businesses that published four blogs in a month.

Frequent blogging generates more leads apart from boosting organic leads. As more and more blog posts are published, indexed page numbers also increase. Web traffic nearly doubles for businesses that publish 401 blog posts as compared to those who post between 300 to 400 posts.

Add social sharing: The best way to grow your blog is to include social share buttons. Social sharing can boost click-through rates by as much as 55 percent.

Have a clear CTA: The “call to action” button is the most critical aspect of the blog. Your readers have to clearly know what action they should take after reading the post. Use a call to action that’s relevant and urgent in every post. Smart CTAs enable you to display customized buttons to different readers using data or information about their country, preferred language, and referral source or device type.

Promote your content: To get maximum people to read your content, it is important to target influencers and micro-influencers in the relevant industry. Identifying, cultivating, and engaging influencers takes time, effort, and relevant market insights.

Your key influencers are those perceived as trustworthy and credible apart from being authorities in their chosen field. Nurturing them through sharing their blog posts and signing up for their email list is crucial to building a strong relationship with these influencers.

Blogging is highly effective in boosting online visibility and building long-lasting relationships with the influencers and target consumers. By consistently ensuring high-quality content, you can succeed in adding more value for your customers, leading to improved conversions, better sales, and customer retention.

About the author

SPI Group

An integrated platform created to serve entrepreneurs and service providers. SPI engages with over 100,000 Entrepreneurs & Senior decision makers through a unique combination of cutting edge business magazines, high profile B2B summits and conferences, strategic alliances with Govt, business associations and government bodies. SPI also leverages the power of digital marketing and social media.

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