Why You Need A Website Blog
in Your Content Strategy
Table of Contents
Introduction
It seems that these days every website has a blog, but do you have a website blog?
With more than 500 million blogs across 1.8 billion websites and a whopping 85% of businesses including them in their SEO content strategy, you are at a big disadvantage to your competitors if you’re not using blogs on your website.
In this article I’m going to cover why exactly you should be doing regular blog posts on your website.
Blogs Will Boost Your Online Presence
It’s easier than ever for your customers to research companies and products to make sure they are getting exactly what they want, from where they want it.
Overall, roughly 81% of shoppers do online research for products and services, with 35% of them carry out online research before making a purchase online, and 41% going into a store to make a purchase after researching online. Those are some staggering statistics, and something you need to tap into.
So, you have a website that advertises your products, great. Adding a blog section to your website is only going to improve your online presence and customer relationship.
Demonstrate Your Brand Voice With Your Website Blog
You can really get your personality across in the content you create for your website’s blog. Whether that’s words, images, or video, you can reach your customers on a personal level. People remember stories and can connect with emotion.
Creating a unique brand voice is going to make prospective leads more likely to start their customer journey with you.
Blogs Show Your Authority on a Subject
Are you the best, most knowledgeable expert in your field? Then prove it! Offer your customers more than just a product or service, offer them knowledge.
Helpful advice and educational content in your blog is going to show that you’re highly knowledgeable in your field. Use your experience to address your customer’s pain points and give them a reason to talk about you and even recommend you!
Blogs Keep Your Audience Updated
This links with the previous point, a website blog is perfect for tutorials, and how-to-guides on your products. Not only this but you can keep your customers informed of exciting new updates within the company.
Launching a shiny new product? Let people know! To bring this all together you can even use your blogs to direct your customers to signing up to a regular email newsletter, giving you another way of reaching your audience on a personal level.
Interact With Your Community With Your Website Blog
Blogs are a great way to generate feedback on your product and service. They can be set up to receive comments and are easily shareable on social media.
Have you just updated your website with a great guide that’s really going to help your audience? Share it! It’s going to generate engagement within your community, show that you are active and responsive to comments and feedback and that you genuinely care about the customer experience.
Drive Traffic to Your Website With Your Blog
You’ve got a few different options when it comes to improving your website traffic. One of the benefits of blogs is they can drastically increase your web traffic if properly optimised for search engines.
Companies who actively blog see 67% more leads every month. If you’re not taking advantage of a blog on your website, you’re missing out on all those extra leads. While they take time to write, edit and publish they can be 100% free if you are responsible for them yourself.
Organic searches drive over 53% of web traffic, which is going to be where your blog shows up. Making sure your blog posts are search engine optimised might sound complicated, but there are a few steps you can follow that will help increase your website traffic.
Conduct Keyword Research
Researching what people are searching for is going to allow you to tailor your content to suit your audience needs for your website blog. Not only that but search engines are going to rank you higher if you’re engaging with those keywords people are searching for.
Build a Good Linking Structure
Search engines love good linking structure. A website blog provides you with a good opportunity to not only link out to high domain authority websites, but also when you link internally to your own articles and service pages. Make sure you’re using contextually appropriate anchor text for your links, using keywords are even better!
Use Your Blog to Improve Your Email Marketing
A website blog gives you a great opportunity to improve your email marketing and make direct contact with your audience.
You can use your website’s blog content to get people to sign up to your newsletter, where you can get further insights into what they’re looking for and specifically target those needs. With 4 billion daily email users, this is large audience you don’t want to miss out on.
Make Your Marketing Personal
Email marketing allows you to add a personal touch to your marketing campaigns. You can also tailor your content for different clients.
Maybe you have a closer relationship with one client than another? You might want to send introductory offers to new subscribers or exclusive deals for loyal customer.
Send More Traffic to Your Website
With emails you can send a direct call to action straight to your audience’s inbox. With over 6 billion smartphone users with access to emails always, that’s an opportunity to drive a lot of traffic to your site.
Use Welcome Emails to Your Advantage
The average email open rate is 21% according to MailChimp. The average open rate for welcome emails is a whopping 82%! This can be used to great effect in your email campaign when signing up new customers through a call to action on your website’s blog page.
Bring in Your Social Media Platforms
A blog goes hand in hand with your social media. Sharing and repurposing your posts is only going to benefit you, spreading your brand awareness, and improving your authority in your industry.
Link Your Social Media Channels to Your Website’s Blog
Have call to action buttons linking to your social media channels. This can help guide your audience to your other content libraries on platforms such as YouTube. The more quality content available to your audience, the more value you can offer them. This is going to increase engagement between you and your community, which is the aim of the game.
Repurpose Your Content
The long form content you make can be cut into more manageable chunks. That tutorial you’ve written, make an infographic instructional of it for platforms like Instagram.
You don’t just have to share it on your social channels, it can give you great ideas for smaller pieces of content that can be stretched out over a long period of time.
Think about incorporating those infographics you make for Instagram onto your website’s blog. This is going to increase the likelihood of getting referral links from other websites, improving your SEO!
A Website Blog Sticks Around
This form of content is going to last and be relevant. Older blogs can be updated and changed to keep you high up in the SERPs.
Blog posts that are related to your pillar content are going to stay relevant to your brand, industry and are likely commonly searched for terms.
Frequently updated websites will rank higher in SERPs
A blog is a great way to consistently update your site, keeping it fresh. Search engines love fresh content as much as users, with it being a major factor when it comes to your ranking. Going back to check and update your content is crucial for staying ontop of your SEO.
Popular search terms change over time and a page that was performing well could be doing nothing now due to irellevant search terms. Content audits on your website’s blog is going to help keep them fresh and upto date.
Audiences Trust Active Websites
Users will place more value and trust in a company that frequently updates their website, rather than one which is left to become stagnant with out of date and incorrect information. It’s worth going back through your old blog content regularly to see if it needs updating.
Maybe the information is no longer accurate as new studies have been done with more up to date data, or a product update has made that old tutorial obselete. Content audits can help you keep ontop of staying fresh and relevant.
Conclusion
Whether you are writing them yourself or outsourcing them, a regularly updated website blog is a great way to improve your SEO. They’re a great opportunity to rank higher on search engines and give you the perfect chance to reach out to your customers on a more personal level.
Show that you are a thought leader in your industry by starting a website blog today!
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