The Benefits of a Company Blog

Composition blog accessories on white  background. Blogger workspace

So, you took the necessary steps to build your company's website. Now what? You're probably wondering how you can make the most out of your investment and take your efforts to the next level. According to the Content Marketing Institute, 72% of marketers say that content marketing has increased the number of leads for their business.

Tech Client reports that websites with blogs perform up to 434% better in search engines than websites without blogs.

A well-designed blog is a vital component of any content marketing strategy, and can be one of the most effective platforms for your business's thought leadership. There's never been a better time for businesses to take stock of their online presence and start producing blog content.

Content & Blog Posts Defined

"Content" is a blanket term that can refer to a number of different things, from social posts, to website landing pages, photos, videos and so much more - practically anything people upload to YouTube can be considered “content” which can range from useful to totally bizarre.

Narrowing our focus to practical business applications, the blog post is a format of content most people recognize. A blog post is typically an article, news piece, or guide covering a specific topic and generally educational in nature.

The length of each post typically ranges from 500 to 2,000+ words and typically contains photos, videos, infographics, and graphs.

The power of the blog post comes from the ability to express insights, thoughts, and share stories to truly give your business brand a voice. Well-written blog posts that successfully convey truth, passion and transparency can improve visibility and drive traffic while boosting brand awareness, credibility, leads and revenue.

Company Blogs Improve Search Visibility & Drive Clicks

Search engine optimization (SEO) is essentially the process in which customers reach your website through free, organic search engine results. Engaging blog content is one way to increase your discoverability in search engines like Google and Bing, therefore allowing you to reach your target audience early in their journey to find answers for their problems. Having a company blog provides a huge opportunity for stronger website traffic, because you are able to really dive into great detail, which allows search engines to position your content for specific searches.

Here’s an example of a great blog post along with a tangible outcome:

A plumbing company that has a service page that mentions HVAC system installation, but does not go into detail about mini-split systems publishes an in-depth blog post about a mini-split system installation they performed. Since mini-split systems were not specified on the service page, the new blog post now allows Google to display the company in search results for mini-split system installation searches.

Blog content inspiration can come from many facets of your business, from sharing your company's perspective on industry news, sharing product promotions, and more. 

Company Blogs Create Leads 

Ultimately, you want to ensure your marketing investment is returning a positive ROI for your company over time. By increasing website traffic with a company blog, you can transform traffic into leads.

Here’s another example of great blog post along with a tangible outcome:

A software consulting company publishes an in-depth case study as a blog post offering  details on their customer’s challenges and details about how they solved those problems. They specifically mention the company’s ERP software along with details on how they integrated their solution into this software. This post can then be found in Google when a prospect performs a Google search including the ERP in their search to find a software consultant. Due to low competition, there are few competitors in the search results, so anyone entering the website via these searches have a high probability of becoming a lead and ultimately an opportunity.

Businesses with blogs can harness the power of lead generation by including inbound links to other content within the website such as educational blog posts, white papers, case studies or even event registration. Be sure to include call to action buttons (CTA) at the end of each blog post to encourage customers to either remain on the website, sign up for emails, free trials and more. 

Company Blog Posts Inspire Social Media Content 

One of the many benefits of blogs is that they provide ongoing content that can be repurposed and shared across other channels — for example, on social media. Once you publish a blog post, you can share it on LinkedIn, Facebook or other social media platforms to drive traffic and amplify your message through followers sharing your posts. There are so many ways to repurpose content by dissecting blog posts in to bite-sized, digestible nuggets of content to entice your audience and continue the conversation.

Examples can include:

A pest control company invests a lot of time and money building a robust guide to lawn pests, documenting each type of pest and the times they are most active. After they publish and promote that blog post, they schedule multiple social media posts aligning with each insect’s active times. This allows them to leverage their great content while using their social media accounts to share timely & actionable content to their audience.

Compelling blog posts give your customers a reason to return to your website to discover more about your company while encouraging customer engagement and sharing company news.

How to Build Your Company Blog 

Developing your brand's website is no easy undertaking, and focusing on creating quality blog content is no exception. Content marketing is a true investment that requires constant support, and isn't something that can be completed with spare time - especially when you're running a business. Luckily, we can help. At WT Digital Agency, we marry creativity with the latest and greatest digital marketing trends and technology to serve our clients.

Contact us today to see how we can support your content marketing needs.