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The Benefits of a Business Blog

Blogger at work. African American man using laptop with blog webpage on screen, collage

To some, blogging may seem old-fashioned and irrelevant— blogs were trendy 30 years ago and were often used by individuals to document their travel journeys and other hobbies.

But the funny thing about trends is they come back. Even though digital platforms have evolved over time, blogs have become an important part of any business’ marketing strategy. If you haven’t discovered the beauty of blogging yet, here’s why your company should now:

  • Blogging helps potential customers and Google find your organization. 
    A blog costs nothing; it’s free advertising for your business. Every blog post adds a page to your website, which is one more page Google or other search engines can populate when people use search terms for your industry.

    Blogging on a regular basis also sends a signal to search engines that your website is active, and Google will make a note to come back and see what is new to share with potential audiences.

  • Blogging turns website visitors into a loyal consumers. 
    Now that traffic is coming to your website, you want to turn visitors into leads. Every blog post should have a call to action. Whether the ask is to sign up for the newsletter or purchase an item, it should lead interested audiences to provide you with some information so your company can continue to communicate and build relationships with them.
  • Blogging prevents you from having to reinvent the wheel.
    Struggling to create fresh content for your social media accounts and other e-communications? A blog solves that. If you take the time to write a blog, you can repurpose it in a social media post or newsletter. Shares and likes on social media might even get you exposure you wouldn’t have had otherwise.
  • Blogging establishes your company as an industry leader.
    People most often visit search engines when they need an answer to a question. If your blog can knowledgably speak to solutions to common questions in your industry, customers will start to look at you as the expert.

    A valuable blog post can go a long way—it leads audiences to believe you’re willing to help them (for free), and other websites might link to your content as a source.

  • Blogging gives your business a face. 
    Blog posts should not just sell your product. Show others what goes on inside the four walls of your company. Introduce new hires. Take pictures at office parties or other events. This humanizes the organization, which also helps potential leads in trusting your business.
  • Blogging is about the long game.
    Once you post new blog content, you’ll (hopefully) see an uptick in traffic and leads. But that’s not the end of the story.

    The work you put in now will reap benefits in the future. Believe it or not, most website visits come from old blog posts, from posts you published weeks or even months ago. The more evergreen (or general) the topic of your post is, the more likely audiences will continue to find it for years to come.

    Ready to create a blog or revitalize your current one? Contact RSPR for expert advice in digital marketing and writing.