I’ve been trying to convince one of my clients to focus on their blogging strategy, and they just don’t seem to have much faith in the idea of using a blog to build SEO. It seems crazy, especially since it’s a digital software company. You’d think a software company would understand the value of online content to building an audience, but no…
Then it occurred to me… I do this for a living. I understand the value of it, because I’ve seen it work. SEO is my forte, and I know that the phrase “Content is King” still stands. I mean, Bill Gates coined the phrase, for Christ’s sake. He’s one of the richest people in the world. That’s probably a sign we should listen to what the heck he has to say (at least when it comes to making money.)
So, I guess this post is my attempt to put into words what I’ve been wanting to say to this client, and then maybe if I ever get the balls, I’ll send it to them. (Probably won’t happen until after they fire me…)
Blogging is crucial for your business if you expect to build an audience online, and here’s why.
1. Having a blog lets you update your site on a regular basis. And Google loves consistency. You could build a website without a blog, but the chances that you’ll update it regularly with new pages and new keyword-rich content are slim. Why would you need to? Most rookie website owners have a “build it and they will come” mentality, but the real goal should be “update it and they will come.”
Not only does Google love regularly updated content; so do your social media platforms. When you have a blog, you’ve got more useful content to make use of on Facebook, Twitter, Google+ and the like.
(By the way, if you’re reading this, go ahead and click the social sharing buttons at the bottom of the post to share it on your social networks. I’ll love you for it!)
2. Blogs are informative, educational and engaging. There’s no better way to engage your audience than to provide them with useful, relevant content that answers their questions, satisfies their curiosity, or just helps them accomplish something—whatever that something is.
Think about it. What do people usually do when they want to know how to do something or have a general question about how something works?
There’s a reason why that phrase is so popular. Everyone turns to the Internet. A blog is the perfect place to house educational content that you wouldn’t otherwise publish on your regular website pages.
3. Blogs are a great way to build your brand. A blog allows you to showcase who you are in a way that you wouldn’t be able to otherwise. People who read multiple blog posts from you will start to see a pattern in the way you explain things. That pattern is known as your “voice,” and it’s an essential part of your brand and how you build brand recognition.
If you have multiple writers on your team, a blog is also a great way to connect with your audience in a more personal way. Each of your writers can have his or her own bio and photo attached to the posts they write. That helps give your brand a face and a name that more people will recognize. Writers can also use their own social networking platforms to share your brand, which helps you build a wider audience.
As I mentioned before, I’m working on getting my client to see and understand the benefits of blogging for their business, but it’s taking some time. Hopefully this post is helpful to everyone else who may be reading it and considering implementing a blog as part of your digital marketing strategy. If so, do me a favor, and hit one or more of the share buttons below. Thanks!