Content Strategy

Your #1 New Year’s Resolution – Blog

Is business blogging on your list of things to do this year?

Blogging for your business is something that you know is a good idea, but in reality often gets relegated down the endless list of things to do. If this is you, you’re in good company, lots of SMEs don’t have a business blog on their website; or if they do it’s only sporadically updated. Inbound marketing allows small businesses to level the playing field with their larger competitors and, unlike outbound marketing, actively drive traffic to your website. So why should blogging for business be one of your New Year’s Resolutions?

The benefits of blogging for business

  • Blogging creates regular fresh content to attract visitors to your site.
  • It provides your business with material to share through your social media channels.
  • Properly optimised content helps your organic SEO.
  • Helps you to establish yourself / your business as an authority in your sector.

How often should you blog for your business?

The good news is that you don’t need to blog everyday to create more leads for your business. Hubspot surveyed over 7000 businesses to find out what impact blogging has on traffic to their websites and lead generation. In fact just blogging 1-2 times per month can generate 70% per leads for B2B companies. However the survey also found that increasing blogging from 3-5 per month to 6-8 p/m almost doubles the leads. It appears that the more you put in the more you get out.

For small businesses increasing the amount you blog per month can have a noticeable impact on inbound traffic to your website, as this chart shows:

business blogging

It’s not just about the amount you blog this month either. It’s also the accumulative effect of regularly blogging, the amount of overall posts you have on your website. Each blog post is another inroad to your website and, provided your material is not out-of-date, can be shared through your social media on an ongoing basis. The Hubspot survey found that

“an average company will see a 45% growth in traffic when increasing total blog articles from 11-20 to 21-50 articles.”

Don’t neglect your business blog

As you can see there as some excellent reasons why should blog for your business; but if you’re going to do it, do it well. There’s nothing worse for a company’s image than a neglected blog, or the promise of interesting / valuable information that turns out to be spam. Imagine visiting a company’s website to find out whether you’re interested in buying their products or services. You check out their blog expecting to get a feel for the business, their ethos and the people behind the company name. Instead you are either greeted by a sales pitch masquerading as a post, or an out-of-date blog that makes you wonder whether the company is still in business. Not a great way to generate leads and new business even if you’ve got the traffic to your website.

Therefore it’s sensible to be realistic about the amount of resources you can devote to blogging for your business; to ensure that you can maintain the output both in terms of quantity and quality. This is when the services of a ghost blogger could come in handy…

Time to move blogging for your business up the “To Do” list? If you have any questions about creating a business blog, or maintaining one, please use the comments below to discuss.

Graph credit: Hubspot Marketing Benchmarks from 7,000+ Businesses

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