Does my business need a blog?

It’s 2020, and if you have an account on social media at all, you’ll realise that every man and his dog (literally) has a blog somewhere online. Whether it be focused on fashion, beauty, pets or travel, these blogs are pretty hard to miss. Though these blogs may be for personal interests, there are many businesses that have also rightly jumped onto the trend.

A question I have been asked by a lot of business owners, small and large, is “but do we need a blog?”

Firstly, I’m sure most of you will already know, but for those that don’t – let me quickly go over what a blog actually is:

A blog is simply “a website that is regularly updated and usually written in an informal/conversational style.”

It’s a really vague description, but that’s because a blog can be whatever you’d like it to be. I’d normally recommend that a blog for a business gives practical information that your customers need – but that’s just my opinion.

Do you need a blog?

To answer this question, I need to ask you a few questions. Firstly, do you want to add value to your customers? Do you want to create engagement with your product/service offering? Do you want to encourage organic (not paid) traffic to your website?

If you answer yes to any of the above, then you may want to look into getting a blog.

To go into more detail, here are my top 5 reasons you should think about creating a business blog.

1. Increase visibility through SEO

One of my favourite things to talk about at the moment is Search Engine Optimization (SEO). It’s incredibly important for businesses to rank high on search engines nowadays (and that isn’t about to change). One of the key factors search engines like Google look for is high-quality, relevant content that answers the questions asked. What better way to answer those questions than through an informative blog post?

Think about it, if you were to search “what’s the best cafe in Melbourne?” what do you find? Normally a few tripadviser pages, and then blog posts such as “30 Top Cafes in Melbourne You Will Love.” Blog posts are highly ranked on Google, so it’s always a good way to increase traffic.

A little fact of the day: Did you know that companies who blog receive 97% more links to their website?

2. Add value

It’s true, content adds value. Adding value helps differentiate your offering from your competition, if you both offer the same product, you need to bring your customers in through other means.

Did you know that 60% of consumers feel engaged/positive with a brand or company after reading custom content on their blog?

Blogs help create a voice that customers can trust and listen to. For example, if you run a business renting out campervans in Queensland, your customers may want to know where the best campervan parks are. While this doesn’t necessarily push a sale (I mean, the likelihood is that your customers are going to rent that campervan either way), but it will ensure that you get that sale over your competition. It may also encourage them to recommend you to their friends.

3. Validate expertise

Did you know blogs have been rated as the 5th most trusted source for accurate online information?

Your customers are becoming ever so knowledge hungry, they now want to know everything about the product/service they’re buying before buying it. However, they don’t want to be searching hours on the internet for that information. If your customers can find the information without leaving your website, this will prove your expertise in that field.

Your customers also want to trust you, they want to believe that you are the experts in your industry. A blog is the perfect way to prove that you have that expertise. Whether it be a “how-to guide” or a research based article, your customers will build up trust in your brand.

4. Encourage “word of mouth” promotion

I mentioned this briefly above, but blog posts can really help increase word of mouth promotion. Word of mouth promotion doesn’t have to be in the form of physical conversation though.

Blog posts are among the most shared form of online content, mainly through social media and other blogs. This is a virtual form of word of mouth marketing, and is the easiest/cheapest way to increase your reach and promote to new customers. A good-quality, relevant blog post could be shared hundreds of times, therefore reaching thousands of new potential customers.

5. Increase conversion

All of these points above should lead to an increase in conversion. Blogs should increase high-quality traffic to your site, whether it be through search engines or referrals. If your blogs are written correctly then they are likely to push your readers towards your product/service (without the reader even realising).

However, there is a method to increasing conversions through blogs, and a lot of bloggers don’t get this right. You need to build a relationship with your reader before pushing them to your products, they need to be able to trust you and your business. You first need to research what questions your customers are asking, and how can I help them? Always prioritise the customer, the sales will come later.

Having a blog is one of the best ways to increase quality traffic to your website. When done correctly, blogs will help build relationships with your customers, and hopefully will drive sales. If you’re looking to reach new audiences, build your brand and stand out from the competition – take inspiration from the reasons above and get started on a business blog.

However, 44% of marketers say producing quality blog content is their biggest challenge. So how can you combat that challenge? Blogs take time, they take practice, and it can be difficult to find your voice. Why not hire a content creator to write your blogs for you? Whether you already have an established blog, or you’re just starting out, content creators can be a huge asset to your business.