Does your business have a blog presence? If it doesn’t, it should. It’s an integral part of any effective digital marketing strategy. But simply establishing a blog presence is only the first step. You also need to publish new blog posts regularly. Why is it important to post a blog regularly? We’ll examine a host of the benefits of blogging for businesses below.
Dispelling the Myth
For whatever reason, there’s a growing misconception in the marketing world that blogging isn’t important, or that it’s not important as it once was. Somewhere in the last five years, blogs went from feeling like the hot new thing to feeling a bit old school.
The Importance of Blogging
But that’s not the right way to look at it. The real question isn’t whether they’re new or old, it’s whether publishing blogs gets results. And the truth is that writing blogs remains a highly effective marketing tool. According to SEO expert Neil Patel, companies that blog generate 67% more leads than those who don’t. They also possess a staggering 434% more indexed pages and 97% more indexed links. And of course, having more indexed pages and links means having more chances to reach searchers.
Additionally, blogging regularly allows you to position yourself or your business as an industry expert. It builds trust with your audience and immediately establishes your expertise for new visitors.
Appease Google with Fresh, Consistent Content
If you’re wondering about how blogs can help your business, one of the main ways is by satisfying search engines like Google. If you’ve read anything about digital marketing, you know the importance of appeasing Google.
Being at the top of search results is the name of the digital marketing game. It’s the key to driving traffic and thereby conversions. Google wants to serve the most relevant, best quality results to its searching users. So, the company ranks sites and pages for quality. There are a million metrics that go into this ranking, and some of them are secrets.
But one thing Google isn’t shy about is that it rewards websites that publish regular, high-quality content that provides real value to users. If you create successful blog posts with the ideal frequency, you’re more likely to succeed in pleasing Google.
Quality Content Creates Trust and Makes You a Thought Leader
Pleasing the Google algorithm isn’t the only goal you should accomplish with your blogs. You should provide your readers valuable information. If your website is full of excellent, high-quality content that provides genuine value to readers, those readers will begin to think of you as a thought leader or expert. They will begin envisioning you as a trusted voice in your industry.
This not only helps your brand image, it also converts customers. If you help people solve a small problem related to your industry, your name is front of mind when they need to hire for a larger problem. This isn’t automatic, but the effect is real.
New Content Equals New Keyword Ranking Opportunities
Every new blog post gives you another indexed page, creating new opportunities to rank for the keywords you select. Each blog post is another chance to land higher in search rankings, bringing in organic traffic.
Blogging Gives You Something to Use on Social Media
Social media strategy is an entirely separate topic, and it can be pretty complicated. How often should you post? Can you measure traffic from your posts effectively? And, most crucially: what should you post in the first place?
Regular blogs give you something to regularly post on your social media. Of course, there’s more you can use social for, but cross-posting your blogs is one of the best tips when you’re starting off.
In summary, why is it important for your business to post blogs regularly?
- Blogging creates results
- Fresh, new content makes Google happy
- High-quality content makes you a trusted thought leader
- New content gives keyword ranking opportunities
- Blog posts can be great social media posts
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I'm the Director of Digital Services and Partner at Ballantine, a family-owned and operated direct mail & digital marketing company based in New Jersey. and started in 1966 by my great uncle!