Why Every Company Should Have a Business Blog

The early days of blogging felt very much like a collection of “Dear Diary” entries on a much larger (and public) scale.

People acquired blogs to elaborately emote on what was happening in their lives - such as the throngs of “mommy” blogs that painstakingly detailed both the joys and arduousness of motherhood in such a way that made one think that mothers hadn’t existed since the beginning of time.

Others started blogs to display their vast knowledge on specific topics that precious few others would find interesting - like trunnion mounts, or rare foot diseases. (The latter of which is at least slightly fascinating because it’s gross.)

For Many, This Became the Definition of a Blog

And yeah. There are still plenty of people using their blogs for these specific purposes. We don’t begrudge them that. It’s fine. 

The problem is, companies and businesses that doggedly stick by this narrow understanding are missing a huge opportunity to increase visibility, leads and sales through a company blog. All because of this antiquated notion.

It’s a shame too. Because by simply hosting a blog on their existing company website and investing in a content publication strategy, they’re very likely going to experience an increase in their ROI. In fact, HubSpot found that businesses who put a priority on blogging experience a 13X increase in ROI, year after year.

Not too shabby. So how does a blog do this? Let’s take a looksy.

Awesome Benefits to Having A Company Blog

If you’re still convinced that a company blog is nothing more than a glorified diary, read on to see what you’re missing. 

1. Increases to Your Search Engine Traffic

One of the best metaphors we’ve heard for blogging is that it’s like fishing.

With fishing, the more hooks you have in the water, the more likely you are to catch a fish. It’s the same way with content. The more content you regularly add to your site, the more pages from your domain will become indexed in search engines. And the more blog posts (i.e. hooks) you have, the better your chances that your target market will find your bait.  

All of this equals improvement in organic search visibility and an increase in website traffic. You want these.

2. Support for Your Social Media Initiatives 

Sharing other’s content on your social media is great. We

know. And we’re not just talking about watching a seagull steal french fries from a couple of surly cats. You obviously want to share high-quality content. (Though what one would define as  high quality, another would see merely as hilarious bird hijinks.)

Either way, you ultimately want to start directing those leads to your own site. Enter the blog post. 

By simply sharing your blog posts on social media, you increase traffic to your business website. Particularly if the post is chock full of highly-relevant, topical information.

3. Humanization of Your Brand

You’re reading a blog post right now. If you were to go to our company website, you’d read our carefully crafted copy and get a sense of our formal voice. (Or, at least, somewhat more formal.)

But if you want a true taste of our personality, then buckle up, buttercup, and dive into our blog archives. Plus, you might learn a thing or two. Which brings us to…

4. The Chance to Build Authority and Boost Conversion Rates 

Prattling on about Sharing industry-related information and insights while speaking expertly on topics in your industry builds up authority in your niche. And with authority comes familiarity and trust. Especially if you’re posting valuable information on a regular basis. 

When your prospects are ready to buy, they’re going to remember that you’re an authority figure. But not the high school principal/drill sergeant kind of authority figure. The good kind. The kind they trust when making a purchase. And then - blammo! - you’re increasing your conversion rates.

5. Ranking Higher for Long-Tail Search Queries 

So let’s say that you’re in the sandwich-making business. You’ve got some catchy name like ‘In a Pickle.’ And you’re thinking, “What do I need a blog for? I mean, who wants to read about cold cuts?”

In spite of the very real possibility that there are at least a few carnivores with a passion for pimento loaf, that’s not really the point. 

See, your blogless website is going to have a hard time ranking for long-tail search queries. Sure, your company website will likely rank for business-specific keywords such as “sandwiches” - along with every other sub shop. 

But if a weight-conscious person who has a hankering for a sandwich looks up “The fat content in various lunch meats,” you aren’t going to rank very high. If at all.

Having more content is the best way to rank for these long-tail queries. The more relevant content you put out there, the better chance you have to rank for less common, but higher-converting keyword phrases.

6. The Generation of Inbound Links

One of the three mighty pillars of SEO is having high-quality inbound links to your site. But how are you gonna attract authoritative links to your business website without a blog? (Um, you’re not.)

Adding new content that serves as a resource for other bloggers and media allows for the natural accumulation of inbound links as other writers, columnists, journalists, bloggers and contributors refer to and cite your content in their own pieces. 

So aside from being great for SEO, these links can also generate some serious referral traffic back to your site. 

7. Keeping Yourself Fresh

Google likes freshness. And their version doesn’t involve Irish Spring or Summer’s Eve. 

Rather, they’re happy as a pig in mud when they see new content being added onto a blog a regular basis. And they reward sites that do this. 

8. Conversing with Customers

Going right along with that whole humanizing thing, blogging gives your business the chance to connect with customers and prospects through discussion. 

Having a blog indicates to its readers that you’re open to comments, feedback and even criticisms. (See below.) 

Knowing what’s on the minds of your customers and dialoguing with them helps you gain new insights to better structure your marketing initiatives. It’s gold, Jerry. Gold!  

Ultimately, Your Company Blog Levels the Playing Field

It allows you to differentiate yourself from the competition. And with regular contribution and upkeep, it gives you a dominant voice - regardless of your actual size.

It’s a simple way to naturally increase your search traffic, customer trust and sales by providing your own unique thoughts and insights. It allows you to be “you.”  

So, with that being said, do YOU have anything you’d like to add? Feel free to comment below. Let’s discuss.