Why has blogging become a necessity?
Blogging is used more and more in communication strategies and companies that make use of it, cannot do without it once they notice the added value it brings. This content marketing strategy, an integral part of content marketing, is easy to set up, free, and involves sharing quality content on a regular basis in order to attract potential customers to you.
“52% of marketers say that publishing blog content is their main inbound marketing priority.” (source: hubspot.fr)
If your business has just started out and you need to create a name for yourself in your field of activity, it is imperative that you integrate a blog into your website to boost your visibility and create a brand image. Indeed, it is the ideal way for a business that just starting out and therefore does not have the budget to promote its website and its products or services. If you are still not convinced of the importance of starting a blog, we invite you to read this article that we have put together for you in which we detail the 7 main reasons for starting one.
Table of contents
1. Improve the SEO of your website
When a business launches its website, the primary goal is to get ahead of its competitors and appear in the top results on search engines. Creating relevant content is the most important aspect of any successful Search Engine Optimization (SEO) strategy. Creating a blog or integrating it into your website will allow you to regularly post quality content and significantly boost your SEO, as long as you choose the right keywords. Indeed, the choice of keywords is the basis of natural referencing, it must correspond to your industry while taking into account the queries sought by Internet users. In a previous article, we explained the reasons why these are so important to appear on the first page of results.
However, if you already have a blog, but it is not up to date, we strongly recommend that you fix it by updating it. Indeed, you must check the form and content of your articles from an SEO point of view and according to the requests of Internet users. For example, if you relate a statistic for 2013 in one of your articles, you should do further research to see if more recent data are available. If so, we advise you to update the article.
2. Generate traffic
If you optimize your blog and articles correctly, you will also generate traffic. Indeed, if you put in place all our tips to optimize the SEO of your articles, your website will have a better chance of being on the first page of the SERP (Search Engine Result Page). All of this will result in obtaining more qualified and sustainable traffic, which in the long run will lead to more conversions. Let’s be clear, a user rarely consults the various pages of Google search results, most of the time he does not go beyond the first page. This should motivate you, even more, to pay attention to your SEO so that Google robots place you in the top 10 results.
Therefore, if your website is highly placed, then it will be more visible, Internet users will click more on it and not on those of your competitors who will have a lower position. In addition, backlinks (inbound links to your website) allow you to propel your content and generate more traffic. But be careful, if you get poor quality and irrelevant links then this will have an impact on the position of your website.
3. Animate social networks
Social networks like Facebook, Instagram, or even LinkedIn allow you to share information and interact with your community. However, it can be difficult, and it takes quite a while to always have to find and create new content. Fortunately, if you have a blog or if you are thinking of starting one, you will be able to share the arrival of new articles on your different accounts. You will also be able to question your subscribers on a subject that is related to your brand and then answer it in an article that you will share again. Finally, publishing your blog posts on your social networks will also allow you to promote yourself, increase awareness and generate more traffic to your website. In short, feeding your social networks is easy, free, and will kill two birds with one stone.
“Blogs that post daily get 5 times more traffic compared to those that don’t.“(Source: arobasenet.com)
Quick tip, the posts must be of good quality and harmonize with the posts already published on your account. This is because if you only post a screenshot of your article, it goes without saying that it will not attract a lot of clicks.
4. Interact with your community
A blog is a tool that allows you to develop interactivity on your website. When you publish articles on subjects that you know well, you can give the floor to your readers, by inviting them, at the end of your article, to leave comments in which they can either give their opinion or answer questions that you asked in your articles. Responding to these comments, even the negative ones, will make your website a dynamic place for expression and debate. It will therefore be constantly enriched and updated. In addition, if you insert the “share” buttons of social networks, then readers will be able to share your articles and this will also send positive signals to search engines which will see that your blog or your website is of interest to Internet users and therefore your SEO will improve.
“94% of people who post a blog article do so because they think the post will be useful to others” (source: webmarketing-com.com)
Additionally, if you apply our 3rd tip, about sharing your blog posts on social media. This will allow you to increase exchanges and interactions with your community. Indeed, people, existing customers, or prospects, who are interested in your blog articles can easily share them on their own account or comment and like your publications.
5. Grow your audience
Writing regular content on your blog will allow you to attract a larger audience who may not know your business. Indeed, when you write articles on different topics while remaining coherent with your activity, then you attract people who are interested in your advice. It will also help generate sales if someone reads your article and finds it particularly relevant, then they may be browsing your website whilst being interested in one of your products or services.
“A blog brings in 67% more prospects. “(Source: redacteur.com)
For example, if you are a company that has developed an e-commerce site to sell clothes online, you could start a blog where you give, for example, tips on how to wash a certain type of fabric, how to coordinate clothes for an incredible look, the trends of the season. Internet users who are interested in this content may discover your e-commerce site that they would not have found if you had not written articles on these topics.
6. Prove your expertise in your field
A blog, regularly filled with comprehensive and interesting articles on topics in your industry, will build trust and improve your reputation. Indeed, you can show that you are an expert in your field by updating it regularly with various articles which are related to your brand. When writing your articles, always make sure you anticipate the needs of your readers and customers and therefore share content that will help them: for example, practical information, relevant information, or answers to their questions.
“68.5% of consumers say a blog adds credibility to a website. “(Source: arobasenet.com)
At that point, your readers will see you as professionals and therefore trustworthy. When they need information, they will visit your blog to see if you have already posted an article that meets their requests. Thanks to blogging, which is a strategy focused on the client and his needs, a company has the possibility of establishing its expertise and its notoriety, of building a solid image, of seriousness, of confidence, and of demonstrating that it is capable of meeting the expectations of its market.
7. Know the behavior of your audience and your potential customers
The best way to satisfy your customers and potential customers is to understand them and therefore to know them better. Thanks to free tools, like Google Analytics or Google Search Console, you will be able to obtain socio-demographic information on your visitors, know what your potential customers write as requests on search engines, and the position of your website according to the keywords research. You will also be able to discover which subjects and which themes interest your audience the most. It is really essential for a company to know this information, especially for those who are just starting out and who do not yet know their audiences very well.
Indeed, this will allow you to offer personalized blog articles based on the behavior of your audience. In addition, if you publish varied types of content at first, you will be able to better understand your community, and afterward, you will be able to better write your message according to your target. Not to mention that when you share your different articles on social networks, you will be able to read user comments and analyze which articles get the most likes. You will therefore be able to know which content interests your audience the most. At that point, you can use your analysis to publish relevant articles that will drive traffic to your website and increase the conversion rate.
We hope this article has helped you understand that starting a blog has become a necessity in your content marketing strategy. In conclusion, it improves the SEO of a website and generates traffic. Plus, it’s a way to feed your social networks, expand and engage with your audience. Not to mention that a blog will allow you to understand what your audience prefers and prove your expertise in your field. Do not wait any longer and create your blog or update it with quality content and you will see the benefits of it in the following months.
If you need some tips on how to write a great blog post, don’t hesitate to check out our post for our 6 tips for great blog posts. If you liked the article, feel free to comment on your review and share it on your social networks. Do you already have a blog? Share with us the benefits it has brought you. Have we convinced you to start blogging? Please let us know what improvements you got in the comments. We can’t wait to hear from you!