Back in 1999, the era of dial-up internet and bare-bones websites, there were roughly 23 blogs in existence. That’s just 22 more than in 1994 (a whole five years prior!), when Justin Hall introduced the very first blog.
Now, fast forward to 2020 and you’ll find more than 512 million active blogs in a market worth $300 billion! That’s pretty impressive growth, especially since the first five years saw such slow adoption. And even though the blogging sector seems a bit crowded, blogs are just as important to your business today as they ever were.
Blogging is the foundation of content marketing, and if you’ve spent any time whatsoever online, you already know that content is still king. And in the foreseeable future, its reign isn’t likely to end.
Let’s look at some specific reasons why blogging is essential to your business, both now and in the future:
1. Blogging Builds Credibility
In essence, blogs are a marketing tool for your business. Well-written content demonstrates your authority on a subject and positions you as an industry leader. It gives people confidence that you know what you’re talking about and that you might be the best resource to help them with their business.
Before blogging became the major industry it is today, getting published was seen as the quintessential symbol of expertise and authority. Keynote speakers and industry leaders published books, interviews, and other content to add credibility to their name and maintain their position as a role model and leader. Now, blogging makes it easy for anyone to become a published writer, and it still carries a level of authority that adds to your professional image.
2. It Boosts Organic Search
Your business depends on people being able to find you online, and most people use search engines to connect with the products and services they need. More than 93% of all web traffic is fueled through a search engine, so it’s important for your potential buyers to be able to find you organically.
Search engines thrive on content, particularly content that has been optimized for search algorithms. The more you blog and the more consistent you are in posting, the better chance you have of appeasing search engine algorithms and outranking your competitors. For a more in-depth understanding of search engines, be sure to read our comprehensive guide Local SEO 101: How To Rank Higher On Google.
If you want to optimize your blog content for search, there are several rules and techniques you’ll want to satisfy, including but not limited to the following:
- Choose keywords that have low competition and a high search volume
- Keep keyword density to 1-2%
- Use proper formatting for the web, including H2s and H3s as needed
- Include a meta title tag and meta description
- Include internal and external links
- Include images
- Keep sentences short for better readability
There are many other ways to optimize your blog posts for search engines. If you’re not confident in your abilities to write compelling, search-friendly content, you can always outsource your blog writing to an expert freelance writer or agency. Here at BrandDad Digital, we offer a number of content and creative services to meet your goals, whether they be content marketing, SEO, brand positioning, or all of the above.
3. It Provides Helpful Content to Your Audience
Blogs should first and foremost be created with your audience’s needs in mind. At their very core, blog posts are informational articles that help to solve a specific problem or provide insight on a topic. This is the very foundation for the majority of search queries — people need content for answers.
As a company who blogs, it’s important for you to anticipate the needs and questions of your target audience so that you can create content that addresses those needs. When you do, you’ll become an automatic hero that solved their problem — and they’ll remember you when they need you in the future.
4. Blogs Create Branding Opportunities
Good branding is a cornerstone of marketing. It helps define your company’s identity, your mission and values, your caliber of service, and what people can expect when they connect with your business.
However, many companies make the mistake of focusing on the corporate side of their brand that they neglect to create a personable voice.
Branding is more than just a website and logo — it’s the image and experience associated with your company name that gives your business personality. Blogs help people get to know the less-corporate side of your business and focus on the people behind the brand.
5. It Gives People Something to Share
Sometimes, the best marketing is the marketing that happens without your involvement. Customers who become brand ambassadors for the companies they love will willingly share your content and messages with their own audience, giving you a way to spread brand awareness and get in front of new prospects.
When you focus on quality content that connects with your readers, you’re laying the groundwork for developing your own brand ambassadors. They’re intrigued by your content and believe others need to read it, too.
There are tons of ways for readers to share your blog content, particularly in our current social media heydey. With a few clicks or taps, they can post a link to your blog content on Facebook for their followers to see, which can drive organic traffic to your website without any extra effort or investment from you.
Though blogging is big business right now, there’s always room for more creative, engaging content. Every business has a unique story to tell and experiences to share, so take advantage of the opportunity to build your brand through blogging.