Blogging can be fun; it can be tedious. It’s a task for an intern, or for everyone to share. No matter how you look at it, what you say online is crucial to growing your business while also demonstrating your expertise. Let me explain…
We’ll start by exploring a little thing called Search Engine Optimization (SEO). People who know and use your business can get to your website whenever they want by entering your URL into their web browser.
What about growth, though? When new customers or clients are searching for the product or service you offer, you want them to find your website first. That is what SEO does. You can make sure that your website is clear and informative, stating exactly what it is you do; relevant information helps your website appear higher on the list of results when certain terms are searched. You can even pay for advertising around the keywords that people are typing in to increase the position in which your website appears.
But all of that applies only to your relatively static website. Each time you create a blog post, you create a new web address with relevant content for the audience you want to reach. You’re gaining credibility by talking about what you know best, and you’re stretching your online presence by providing new information for clients and customers to find when they search for a service like yours online. So now, instead of appearing in search results only once, each blog post has the potential to appear as a separate site, increasing your online presence dramatically.
What happens after you blog? Does that post disappear deep into the archives of your website? Nope! Hubspot, an inbound marketing company, explains the idea of “compounding posts,” which basically means that you may get 100 views on the first day you publish your post, but over the next few months, a good post will continue to generate traffic to your website, sometimes exponentially.
From a PR perspective, contacts generated and credibility gained are really going to make the difference. By blogging regularly, you gain a captive audience that will now see your press releases as soon as they’re posted, while we’re still in close contact with other news sources that will reach the rest of the population you’re hoping to target. You put yourself a step ahead of the game, so as days go by, it’s bigger growth for your company.
Getting started, or ramping it up (if you’re already blogging)
As far as content for blog posts, write about what you know best—piece of cake! Images make a post more attractive, so don’t forget to include one or two. Social Marketing Writing has some stats that will improve your blogging performance. My top three favorites include:
- Once you accumulate 51 posts, blog traffic increases by 53%, goes up by 3 times when you hit 100 posts, and by 4.5 times after 200 posts. Posting more often will help you get there!
- Blogs get the highest traffic on Monday mornings, so at the least, plan to have a post published every Monday morning.
- Posts published on Thursdays get the most social shares.
Blogging is a low-cost way to keep in touch with your clients and grow your business. We think it’s an essential part of any company’s marketing and PR strategy.
To find out more about how we can help you achieve results through blogging, contact us today!