Blogs feel like a relic from a simpler time on the internet, before social media algorithms ruled our lives and a 13-year-old could get millions of views for a makeup tutorial.
While there is something almost quaint about expecting folks to sit down and read a whole page of text-based content, but even today, there’s still a lot of value that can be derived from running a company blog.
After all, if it’s good enough for Zyro, it’s got to be good enough for you. Right?
So, today I’m sharing with you the 7 most compelling reasons why you still need a blog.
1. Share your message
Let’s start out simple.
Before we plunge into all the myriad ways a blog can help you level up your content and performance marketing, let’s not lose sight of the fact that it’s simply a great place to speak your mind and share your brand’s core message.
Your blog is one of the only places online you’re truly in control of what’s said. It’s a place for long-form content that you’re able to shape to your own needs.
Don’t be afraid to let your brand’s personality shine through, and don’t hold back from sharing your unique message.
2. Bring in new SEO traffic
There is huge SEO value in writing your own blog.
As well as an opportunity to tell the world your message, you can also see your blog as a space to answer queries that your potential customers may have about your company, industry, or anything related to your product or service.
This is the best way to frame search engine optimization: as a way of making answers easily available to those who want to know more. By being the authority who best answers these questions, search engines will send more traffic your way.
To create the most appealing blog for search engines, be sure to do the following:
- Carry out keyword research on topics related to your business to find out what users are looking for
- Always generate fresh, new, and engaging content based on searched-for topics
- Try and put yourself in the mind of the reader when creating content and try and answer the questions they may have
- Be sure to link between your articles and website to make more relevant content easy to find
- Publish new content regularly and make sure you refresh old content whenever possible
If you build your website with Zyro, SEO is made easy with search-optimized copy, customizable page metadata, and access to tools like Google Analytics.
3. Expand social reach
Your blog is the perfect place to create content for sharing on social media.
What social media does great is grabbing attention and generating interest. What it doesn’t do so well is host longer content and allow people the space to read.
By writing content on your blog then sharing it to social media, you not only offer users a space better designed to engage with your content at peace, but also create a pathway to capture new visitors to your website.
Blog posts are great for sharing on social channels if they:
- Bring fresh, original, and exciting ideas
- Have a compelling headline that makes users want to learn more
- Include a twist or unusual premise
- Feature original and eyecatching graphics
- May seem somewhat controversial
4. Explain your business
For most businesses, your homepage and landing pages are designed to push visitors towards making a purchase, visiting your physical business, or leaving contact information. There may not be enough space to go into much detail about your business.
This is a gap that a well-designed blog can fill.
By populating your blog with articles that expand upon content elsewhere on your website, offering more information, context, and explanation about what you offer, you can provide your visitors with much more confidence in your brand.
Save space on your website and direct folks to your blog to learn more.
5. Improve internal linking
Another important function a blog can serve is to help signpost visitors around your website and help them find more information on topics that interest them.
Think of your website as a kind of spider web, with each piece of content linking off to other parts of your site. The linking architecture needs to be strong for the whole structure of the web to stay strong.
When designing your internal linking architecture, keep the following in mind:
- Anchor text should be descriptive about where the link leads
- Link destinations should add more context to the page the visitor just left
- You shouldn’t add too many links to your content, only where necessary and useful
- Think about ways to group similar posts into link silos
- Don’t forget about external links, too
6. Generate inbound links
Speaking of links, writing a blog on your website is also an excellent way to invite other content creators from around the web to link to your website.
Remember back to when we were talking about SEO and how it’s all about answering questions your visitors might have. Attracting inbound links works on the same principle.
If you create the kind of content that answers questions, explains concepts, or generally entertains, then other people are going to start using it for reference.
Inbound links are helpful not only because they offer you the chance to attract new traffic, but also because they have a high SEO value.
7. Become an expert
The best way to make your blog and its content attractive to people to read and link to? Pitch yourself as an expert.
If you’re involved in an industry, you’ll have unique insights to share that other people will want to hear.
To become known as an expert in your field, you should:
- Offer tips and insights that others don’t
- Write in an authoritative style but keep things accessible
- Rely on data where possible
- Give actionable advice based on sound reasoning
What you actually end up writing in your blog is up to you, but you should now see that writing one, to begin with, can prove helpful for your brand.