On the surface, a company blog humanizes your brand, builds social media presence, stimulates engagement, and keeps your target audience in-the-know about all your current services, projects, accomplishments, community outreach initiatives, and everything in between.
Let’s break it down.
Consumers may use your website to judge what you do and how well you do it, but they’re ultimately deciding who can be trusted to fulfill their needs.
Building trust requires a personal connection. Blog writing on your site is an invaluable opportunity to remind your audience that you’re more than a business or a website. You’re human!
Showing your human side isn’t a weakness or a mistake - it’s 100% necessary. Think of connecting with your audience in the same way that you connect with friends online.
If you’re like most people, you share photos, accomplishments, goals, and upcoming events. And you enjoy seeing your friends post the same!
Seeing what’s going on in your friends’ lives gives you more to talk about, connect on, and celebrate. Likewise, sharing blog content that keeps your current and potential customers informed of what’s going on with your business further deepens your relationship.
Okay, enough with the warm and fuzzies. You love your customers but love is no substitute for data-driven results.
The quick answer: Yes.
What a lot of people don’t realize that the benefits to having a blog don’t end the second your audience finishes reading the latest post. Search Engine Journal says:
The goal is to continually add value by publishing informative, well-written articles created with strategy and customer engagement in mind.7 Ways Businesses Benefit from Blogging
One of the biggest perks of blog writing is the magic that happens behind the scenes.
Google and other search engines use algorithms to rank search results based on a variety of factors such as location, keywords, and relevancy.
Knowing what search engine algorithms look for and prioritization is key to optimizing your pages to turn your blog writing into into an effective marketing tool.
For example, posting blog content with keywords such as “gluten free” would not only help a restaurant rank higher in a search for dining options that can accommodate dietary restrictions, it may also help the restaurant rank higher in searches made by people who have a web history of searching for allergen-free recipes.
What other keywords related to "gluten free" should you be writing about? What are the most popular gluten free searches?
|Keyword||Average Monthly Searches|
|gluten free bread||52,000|
|gluten free diet||32,000|
|gluten free banana bread||28,000|
|gluten free foods||27,000|
|gluten free flour||26,000|
|gluten free oreos||23,000|
Did these top eight keywords align the way you expected?
If all this sounds straightforward, you may be wondering what could be so difficult about maintaining a blog in-house.
Maintaining a blog might seem effortless, low priority, and even downright unnecessary. But if you’re trying to grow your customer base, nothing could be further from the truth!
There’s a lot of work that has to go into a blog for it to be an effective marketing tool.
Successful blogs have to be updated frequently with new content and require consistent maintenance.
The most obvious challenge is generating enough content to keep your blog fresh and relevant, while also hitting those key algorithm factors to drive search hits.
New content is better than no content at all; targeted content is best.
Every blog post needs to serve a purpose beyond being “new.”
Once the content is generated, it still needs to be published. The time commitment required to keep a blog off life support is vastly underestimated and, as a result, most attempts to curate a successful blog don’t turn out to be the marketing miracle that business owners hope for.
Crafting strategic posts to achieve your marketing goals isn’t the low effort, high impact task it appears to be at first glance.
Blogging can most certainly have a high impact, but it doesn’t come easily or quickly. At Adrilan, we understand time is a finite resource and maintaining a blog doesn’t always fit into the time constraints and competing priorities of running a business.
Whether you need us to take the reins completely or just lend a helping hand, our blog writing service is here to relieve the pressure of doing it by yourself.