Do Business Blogs Really Work?

Blogs are a great way to engage with your audience and drive traffic to your website.  Informative content about your subject of expertise, that improves search engine rankings, and can be repurposed for different platforms – what’s not to like?

It’s easy to put blogs on the ‘to do’ pile, but did you know, according to DemandMetric, companies with blogs generate an average of 67% more leads per month than those who don’t? 

Blogging has a multi-faceted benefit to your business. So, let’s look at how to make business blogs really work for you.

do business blogs really work?

Objectives of a blog

Blogs should align with your business objectives.  Think of them as an opportunity to demonstrate your competence and authority in your field of expertise.

You might be promoting a new product or service, or you might want to drive traffic to an existing website. Or you might be using them as a tool to answer your audience’s questions.  

  • How do I….? 
  • What is the best way to….? 
  • Where can I find…?

Each blog should be written with a clear objective in mind. Use SMART objectives, i.e., specific, measurable, achievable, relevant, and time-bound to learn how blogs are providing business benefit.  For example, you might want to 

Increase traffic by 5% to a specific page in 3 months.

Increase signup by 2% to newsletter in 2 months.

Content Strategy

A content strategy will provide a framework to ensure you cover a range of relevant topics.  Ensuring all your content, i.e., landing pages, website content, blogs, social media posts, are aligned. Having this framework makes it easier to create meaningful targeted content that works and takes away the fear of the ‘blank page’.

Think of your customers’ pain points, and how you can address them. 

Blogs can be used to: – 

  • Provide helpful information and advice
  • Showcase your skills and experience
  • Entertain

Remember – you’re writing for your audience, blogs need to be relevant, interesting, and engaging.

How do I make my blogs engaging?

Firstly, write about topics that are relevant to your audience.  Blogs don’t need to be over salesy, but they do need to be useful.

There’s a lot of research done on the optimum blog post length.  As a minimum, they need to be 300 words but use common sense when it comes to the maximum length.  Avoid waffle at all costs!

The structure of a blog can be key to its success.  Your audience is probably short on time, make it easy to skim, and use headings and graphics to get key points across. 

For your site to be considered Google-friendly, it needs to contain high-quality content that is relevant, informative, and well written.

Regular blog posts signal to Google, that your website is active and current.

Linking Opportunities

Link building can be challenging for companies.  Blogs provide the perfect opportunity to build inbound and outbound links to sites.   

If you create valuable content, it’s easier to gain inbound links from other industry partners.

Social media content

Share your blog on social media, and drive traffic to your website.  By posting informative, engaging content on social media, you’ll strengthen your social reach.

Repurposing Content

Make the most of your resources, use the content to make informative podcasts and videos.  You’ve invested time and money into your content – make it work for you.

Done consistently and right, business blogging will work for you.  Once you’ve developed your content strategy, it won’t take as much time as you think.

360 Approach

Time to take your blog off the ‘to do’ pile and give it the attention it deserves.  Looking for support for your blog?  Contact me for an informal chat to see how I can help you make the most of your blog.