Blogging in 2016: How important is it?

Blogging has never been more important than it is today.

Some people think that blogging is on its way out. But, believe it or not, it is extremely important to a successful marketing strategy.

For one, having a blog can drastically increase your organic website traffic. In fact, studies have shown that sites with an active blog, on average, receive seven times more visitors than their non-blogging counterparts. This is because blogging allows you to create sets of long-tail keywords. When people search, they don’t typically use one or two words, they use phrases which will often match phrases used in your blog posts. Because of this, blogging allows you to harness more and more of that traffic over time without paying per click. Plus, the more content you provide, the more opportunities your prospects will have to find you in the course of their research.

Blogging is also a great way to increase conversion without really increasing spend. Your company already has the experts, why not use them? Say you don’t blog and your website currently has a 10% conversion and, on average, you receive 1000 visitors per month. Even if you didn’t work on optimizing upon the lead to opportunity conversion, if you started blogging and started seeing 3000 visits a month that’s over 3 times the amount of opportunities with no additional spend. Guest bloggers are also a great way to support blogging efforts and create a space your customers and prospects can use for knowledge and support. Bonus, many people and companies are willing to do guest blogging spots for free or for a returned blogging favor because of the expansion of their reach and additional promotion of their name/brand.  

Consistently providing relevant content to your audience is also a very easy way to position your company as a thought leader. By positioning yourself this way you can create a league of promoters and evangelists. the likes of which have never been more important than in today’s business environment. As different marketing channels become more and more overwhelmed with outbound promotions, people are becoming less and less in tune with those messages and are, instead, turning to friends, family and colleagues for advice. Blogging can help you develop that supportive community.

Finally, blogging can help you better understand your customers and prospects. By reviewing which posts do well and what the responses to your posts are, you can learn about what your audience wants and, subsequently, improve your product and service offerings.

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