One of the big reasons business blogging has taken off is that it helps businesses improve their search rankings. Representatives from Google have come straight out and said that high-quality content is one of the most important things their algorithm uses to determine search rankings. And blogging is helpful for other factors that play a role, such as link building (blog posts give other sites more opportunities to consider linking to yours) and time spent on site (reading a blog post takes time).
In addition, blogging gives you a lot more chances to try to rank for a wider variety of relevant keyword terms. For instance, a florist that aims for the terms “florist” and “flower delivery” on their main pages could try for long-tail keywords like “best flowers for a funeral” on their blog – creating more searches they’ll potentially be found in. People looking for helpful information that find blog posts that answer their questions will be that much more likely to buy what they need from the company providing those answers.If you’ve given any consideration to doing content marketing, then a blog is likely to be the cornerstone of your content strategy. Blogs are the most obvious format for publishing ongoing content. Even though they’re mostly known for written content, they’re a good space to promote other content formats as well – you can easily embed videos and podcasts into blog posts and include visual content like infographics in them as well.
Email marketing is largely considered one of the most effective forms of marketing available to businesses. Two-thirds of consumers have made a purchase because of an email they received, and email marketing has an ROI of $38 for every $1 you spend. But for email marketing to work, you have to have a list. And building an email list isn’t easy.
While promises of discounts can definitely get you some signups, many consumers will be more likely to sign up for your email list if they know they’ll be getting valuable information from every email you send. For those consumers, you can get their attention with blog content and promote your email list while they’re on the website. Then, the new blog content you create will give you something new to email them about. It’s a whole cycle that helps you build positive relationships with your prospects.