The importance of blogs is to have an effective content marketing and SEO strategy. I would even say that it's required. Blogs provide a medium for you to distribute thoughts, statistics, promotions, content, and collect leads. All of which is at the core of marketing today.
Check out some of these stats:
- 66% of marketers reported using blogs in their social media content. (Social Media Examiner)
- 53% of marketers say blogging is their top content marketing priority. (Hubspot)
- Websites with a blog have tend to have 434% more indexed pages. (Tech Client)
- 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Hubspot)
What is the purpose of blogging?
Thought Leadership and Education
Your blog needs to provide relevant information and links to further information. What information should it provide you ask? Well, it is a matter of identifying who you want to target and at what stage in the buyer journey the audience is. If they are just conducting research on a topic, you want to provide valuable information on topics they may be searching for. If they are closer to buying, you may want to provide a solution to a problem article. Just make sure that blogs don’t just stand alone. Offer ways for them to get more information via a download or connect them with another article providing them with more answers.
Blogging is one of the largest components to a successful SEO strategy. As stated in the stats above, websites with blogs have 434% more pages indexed. That increases your ability to rank dramatically. Additionally, blogs can be picked up and linked to by other relevant blogs and sites. This type of back linking is some of the most powerful you can receive.
You have blogs and social media is a wide open audience. Blogging gives you valuable content and attracts more followers of you and your brand. It pushes people to your website where they may find additional resources that will help them in their quest for relevant information. Without a blog your social media will often just include other company or news blogs. Great as that is, wouldn’t you rather they were going to your website?!
Last and certainly not least, generating leads is the most alluring part of blogs. Combining all the other reasons brings us to producing leads. It is one of the focal points on attracting people to your brand and thus finding ways for them to engage with you. Depending on how your website and blog is set up, you can offer almost unlimited ways of interaction. Signing up to a newsletter, listening to a Podcast, joining a webinar, announcing an upcoming event, and downloading a white paper are just a few.