Business Blogging: The What and The Why
In the last blog, we discussed how every step that man took out of his country was through content. We established the importance of content marketing in a lucid manner in many of our blogs. Today we will establish the importance of Business Blogging and what it entails for a business.
Business Blogging is a marketing channel that supports business growth by giving the business more online visibility. People take up blogging on a personal level where their intention is to just share knowledge or earn money. But if you are a business, the only similarity is that you both make content. Business Blogging has different motives compared to freelance bloggers or the people who take up blogging as a hobby. Many people have an opinion that blogging doesn’t work because not many people will run up to our website and read some blogs. Look at HubSpot. Everytime we have a question regarding digital marketing, we run to HubSpot .But that is not the only reason businesses adapt to blogging. Let’s see what are the benefits of blogging.
Benefits of Blogging
This is the most obvious reason for any business to start blogging. Now, you can gain traffic by buying an email list and blasting them with emails but that is just annoying for many people. You might as well end up in spam. Or you can do some paid advertising. It is not as annoying as the emails (unless you are playing games) but it gets expensive. Once you are out of money for advertising, your traffic stops.
How many pages do you have on your website? Definitely not a million? Everytime you post a blog, you get one more indexed page and one more opportunity to make a bigger online presence.
Declining Bounce Rate:
Bounce rate is basically the percentage of visitors to a particular website who navigate away from the site after just viewing one page. Now this can be due to various reasons. The visitors didn’t like your layout or if it is taking a lot of time to connect or maybe there is no valuable content. The last problem can be solved by the art of blogging. The visitors tend to get bored easily. If you have blogs on your website, it will prompt the visitors to stay for a while and that is how you will decrease the bounce rate.
If you are creating content on regular basis, you get a chance to answer many of your customer’s questions. If you help them that way, you get an authority. Not only this, but your domain is indexed higher and this gives you higher domain authority.
Domain authority is not as powerful as traffic and lead generation but it gives you a confidence to do better and it gives confidence to your customers to carry their business with you. If a prospect has a question answered by your blog, he comes into the sales process with trust in your company as you have helped them before.
The visitors who have been reading your blogs will be more educated about your blog and they will come into the sales process with knowledge and this will make the life of your sales team easy.
Long Term Results:
How would you like to drive sales even when you are partying in Goa? Blogging can do that. Blogging is not a one night or bust scenario. Blog posts are ranked on the search engine. That means that you are bound to drive sales for months through one good blog post. The effort you put in for one day can lead the future of sales team in coming months. These posts are called ‘compounding’ posts. Not every post you write will end up being a compounding post but one evergreen post will end up there.
This is the scalability of business blogging. All you need is good content, good promoting and patience.
Search Engine Optimization:
I have kept this last for a reason. Of all the benefits we have known, we can easily establish how blogging plays the most vital role in ranking higher. The keywords you use, the quality of content you write, everything is indexed by Google and then you are ranked according to it. Following are the three points which for sure has an impact on rankings.
- The keyword’s appearance in the page’s title, header tags, and meta description
- The amount of naturally-occurring, organic links to the page
- The way the website performs on mobile devices, such as smart phones and tablets
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Avinash Somjani is an intern at utobo and he is currently pursuing his MBA at SIBM Bengaluru. He is passionate about sports, science fiction, history and the ever changing colour of his pen.