Media Buying and Inbound Marketing Blog

Why Are Companies Blogging?

By Jane Peters on February 26, 2013 |


  Did you know:                       business blogs, inbound marketing, OH

  • Nearly 40% of US companies use blogs for marketing purposes.

  • Companies that blog have 55% more website visitors.

A company blog is not just about generating sales directly. In fact, the most successful blogs are ones that aren't just sales pitches. No one likes to read a blog that is one sales pitch after another. It seems like spam. 

People read business blogs to gather information about products or services that interest them. Share content that will interest them.

Companies that use their blog to inform prospects with relevant content are the companies that reap the biggest benefits.  You can also use your blog to engage with your customers and establish trust. 

Today we use keyboards and technology to communicate.  Traditional media outlets have seen a huge shift as more and more people turn to blogs like The Huffington Post and Mashable.  These are two examples of blogs that have gained the trust of their readers.  More and more readers are turning to them to find information they trust versus traditional news outlets. 

The immediacy of social media sites is the biggest benefit, but one benefit that is rapidly growing is the trust factor.  While searching for products and information, people tend to trust the opinions of strangers on the assumption that these people are just like them.  (I often find myself checking reviews before ordering online, with no idea if they are posted by employees or friends or just another internet shopper like me.) 

Business blogs can help your company establish trust with customers and prospects while establishing your expertise in your field.

 To blog successfully you need to first:

  • Define an understand your audience
  • Determine how the blog will enhance and support your business
  • Commit to consistently posting and the frequency of those blog posts

Who is your audience?

To define your audience it helps to create a persona of the ideal person reading your blog.  Personas are fictional representations of your ideal reader. They are based on real data about demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns. 

After you determine whom you are writing for, it is easier to create content that they will view as relevant.

What is your goal?

Blogs support your business is several ways.  Your blog is an asset that not only increases your ranking with search engines (SEO), it also introduces you as a thought leader.

The more blog posts you publish, the more indexed pages you create for search engines to display in their results. A business blog helps you rank in search engines and get found when people search for industry-specific products or services.  Your blog enables you to attract more organic traffic.

If you have some industry specific information to share, a blog post will help you earn people’s trust and establish yourself or your company as an industry expert.

How frequently will you post?

Posting often and consistently is the biggest problem for most small and medium size companies.  Hubspot research has found that the frequency of blog posts is very important. Their research indicates that those who blog 16 to 20 times per month get more than twice the traffic of those who blog less than four times per month.

Setting up a blog calendar can help you stay focused and keep you posting on a regular basis.

Not blogging could hurt you. Your competitors are probably already blogging and they are already enjoying the benefits of a business blog.

If you would like to learn more about business blogging, Download our FREE Tips for Your Company Blog!

                         Blogging Tips for Business

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