A business or company blog is a collection of articles found on a company’s website. A business blog can be used for lots of different reasons, like communicating your company news and achievements, showcasing products, addressing a key customer query as well as supporting your overall business objectives.

You should view your company blog like any other marketing channel, just like social media or email marketing, as that’s exactly what it is, and it will help to support your business growth.

The benefits of a company blog

We get asked all the time if blogging for business is really worth it, and the answer is yes! Absolutely!

Here’s why…

1. A blog drives traffic to your website.

We all want more traffic to our website, and blogging is a great way to get it.

Each time you create and share a new blog post on your website, you get another chance of showing up in search engines like Google. For every blog post you create on your site, a new indexed page is created, these pages are read by search engines and then served to your audience as they type in a relevant phrase or keyword that relates to the content.

Search engines are getting cleverer. They read and understand content like you or I, and they’re ready and waiting to read new content as you share it.

You might have heard the term ‘Search Engine Optimisation’ or ‘SEO’ for short. We’ll cover this in a bit more detail later, but ultimately, it’s what helps make your website found online. An optimised company blog that is updated regularly is an SEO dream and will help drive a bucket load of website traffic that probably wouldn’t have found you without it.

2. You can use blog content on social media

There are a few reasons why blog content is great for social media.

Firstly, any content that you share on your company blog can be repurposed for social media. Whether news of a company achievement, launching a new product or reporting on sustainability initiatives sharing your blog content on social media will help you reach and be exposed to a wider audience.

Secondly, blog content that offers the reader value by answering a query or addressing a key industry topic or issue reaches a much wider audience when shared on social media. This type of content also achieves higher click-through rates and builds trust in your brand too!

Lastly, blog content helps keep your social media presence alive. Social media and blogging is a match made in heaven!

3. A blog converts traffic and generates leads

With heaps of new website traffic driven by your blog, comes the opportunity to convert it into leads. The key to doing this is by adding a lead-generating call-to-action on every single piece of blog content you post.

Call-to-action often leads to something that the reader sees as valuable, such a free ebook, whitepaper, fact sheet or webinar. The point is, to encourage a visitor to convert into a lead they need to see that what your offering is a worthy trade for their information.

4. A company blog will drive long term results

This one is where the beauty of a company blog really comes in.

Your blog content is always there, which means even if you go on holiday or take an early dart from the office your blog content never switches off, so it’s always working for you driving traffic to your website and generating leads.

Once your blog post is published, it will start to rank on search engines, so for days, weeks, months, and years to come, you can continue to get traffic to your website and generate leads.

If you plan to use your company blog to generate new business, this is a long-term strategy and you shouldn’t expect quick results. It takes time for posts to rank on search engines, with sales leads often generated from older posts that have been around for at least a couple of months.

The investment you put into a company blog now, will reward you in months to come. So when your competitors are undertaking quick-fixes such as paid advertising methods to gain short-term website traffic, you’ll be reaping the benefit of the hard work you’ve put in to getting your company blog ranking on search engines organically.

5. A blog helps with link building and overall search engine optimisation (SEO)

Inbound links are among the factors that the Google algorithm considers when deciding where to serve your content in the search engine results pages (SERPs). The better-quality a link is to your content, signals to Google that you are trustworthy and delivering expert content on that particular topic.

6. Answer your customers questions and establish authority

A company blog that answers customer queries and responds to key questions in your industry will establish you as an industry leader and help you to gain authority.

Educational content can not only help confused customers to gather knowledge and understand your industry better, but it can also be used by your sales team to share with prospective customers.

Educational content will also be found by online as researchers type the questions that are typically asked of your sales team, directly into a search engine. This ultimately results in much warmer leads for your sales team, as the blog has ultimately done the sell for them.

Helping prospective customers find the answers to everyday questions in your blog makes them more likely to trust you and enter the sales funnel. They’ll also have more knowledge of your products and services, your business, and your place in the market, leading to a much warmer sales conversation than that of a cold-call.

7. Provides a platform to share company news

A company blog provides somewhere for news and stories to be shared. This content can be anything from award wins, new starters, sustainable achievements, case studies and so much more…

A business blog is the perfect place to highlight what your company is up to. This humanises your brand and creates content that is relatable, something that is super important in today’s marketing world!

Are you looking to create blog content that drives inbound sales leads? We can help!