Content is now king in the world of online marketing. If you’ve been putting off the addition of a blog on your company website, you may well be missing out on crucial business. As a copywriter, I’d say 70 percent of what I do involves blogs in some way or another – and there’s a good reason why this is the case.

That’s right, the blog is not just the enclave of the disaffected youth and the beauty expert. The messages your business blog can deliver can be the difference between being a market leader and one of the also-rans. OK, that may have been a bit dramatic, but my point is: why wouldn’t you do everything in your power to make the best possible use of your online presence?

A good blog post can give your potential and existing customers valuable information – building trust amongst the public. If you can offer your readers real value through a series of blog posts, your organisation can develop a reputation as an authority in your industry, and not just another company begging for custom.

But don’t take my word for it. Take a look at these seven impressive benefits of adding a blog to your business website.

1. Demonstrate your expertise to your target customers

If you can keep your nose to the ground when it comes it developments and trends within your industry, you can create informative posts that will demonstrate your business can be trusted. Avoid blowing your company’s trumpet at all costs. Instead, concentrate on giving readers real value. Make them come back for more.

Think about the questions your customers will be asking. Stay in touch with them via social media to understand what their issues and problems are. If you can provide them with answers, you’ll drastically increase your chances of winning their custom.

2. Generate leads

A blog post is not just about giving your potential customers information, it is also about generating those precious leads that are growing increasingly hard to come by these days. So every time you write a post, include a concise, neutral call-to-action.

A call-to-action can take a few different forms:

  • Ask the reader to call for more information
  • Ask the reader to sign up to an email newsletter for regular updates
  • Offer premium content behind an opt-in form
  • Ask the reader to buy now for a great discount

Be clear and upfront about what you want the reader to do – and always include your CTA at the end of your text.

3. Invest for the future

If you can create a steady stream of evergreen content, it will continue to pay dividends for years to come. Your most useful and informative posts will be shared many times. Not only that, SEO optimised content should rank highly on search engine results pages over time. Google loves well written, informative content of at least 700 words, so get writing.

Grow your blog over a number of years. There is no quick fix when it comes to using a blog as a marketing tool. But as long as you continue adding value for the reader, you will organically attract potential customers as your blog continues to grow.

Don’t become disheartened if you don’t get instant results. Perseverance is the key.

4. Attract relevant traffic

By targeting certain keywords, and creating informative and engaging content around them, your blog will attract interest from the types of visitor who are most likely to become customers. It’s also worth bearing in mind that Google likes big sites that are being continually updated.

So when people search for your target keywords, your site is more likely to appear near the top of SERPs if it’s fresh and relevant. According to Marketing Benchmarks report, businesses that blog 15 times or more each month get five times more traffic than businesses without a blog.

So get blogging.

5. Create eye-catching and valuable content for sharing

While using social media is a great way to attract new customers and grow your business, it only works when you have something worth saying. Simply advertising your products and services in a daily basis will not inspire potential customers to buy what you’re selling. In fact, it could turn customers away.

But create a great blog post that offers real value, and your followers (and their followers… and their followers…) will be far more likely to buy into what your business is trying to do. They’ll share your content as a thank you. And who knows? They might also ask their friends to follow your social media account too.

6. Boost sales from existing customers

A blog is a great way to communicate directly with your customers. You can help them to make the best possible buying decisions with quality content. Use your blog as a permanent reference you can point your customers towards.

This will save the people in your organisation a great deal of time, as asking a continual barrages of sales enquiries is a laborious process. So when your customer is finally ready to make a purchase, they’re fully up to speed with what you have to offer.

7. Solicit feedback from your customers

In order to continually improve your products and services, you will need to take on board what your customers are saying about them. But let’s face it, most customers don’t like to be contacted directly and asked a list of questions. However, add a comments section to the end of every post, and your customers will have an accessible and quick way to make their feelings know.

If you notice comments, it’s vital that you reply to them. You need to show your customers that you’re passionate about your business, and that you take their concerns seriously. In entering a discussion with your customers, you’ll be able to garner the information you need to improve your business.

So, here’s my call to action…

I’m a copywriter based in Newcastle upon Tyne, and I have experience in writing blogs, marketing copy, web copy and journalistic articles. If you need copywriting services, I can help.

I also have a thorough knowledge of search engine optimisation (SEO) and WordPress web design, so I can offer everything you need to get a new website up and running.

Give me a call on 07450866948 or 01913387001. Alternatively, drop me a line at malcolm.cox@punch-drunk.co.uk – and let me show you how I can help your business blog to grow.