Blogging makes it onto my list of 100 Internet Marketing Best Practices because it gets results.
Like most things that consistently create positive results, blogging takes a bit of time and effort, probably more than most want to invest. Yet this is a mistake.
Blogging is a very important part of a successful Internet marketing strategy, so if you don’t have the creative flair, energy, or in-house resources to do it correctly consider outsourcing it to an experienced professional blog writer. Recommended Resources: UpWork (https://upwork.com) or Fiverr (https://fiverr.com).
Here are what I believe to be the top 5 reasons blogging is so important to your Internet marketing success.
Search Engine Optimization
Google ranks RELEVANCY and it does that primarily by looking at the words it can read at your website. That’s what blogging is, words that are used to create online content, ideally content that is relevant to and matches the search someone just typed into Google.
Based on my experience, after on-page keyword optimization, active blogging is the quickest way to get a website top ranked at Google. I define ACTIVE BLOGGING as posting at least one 300-word blog post per month at the website you are trying to get ranked higher. For you over-achievers, I define POWER BLOGGING as posting two or more blog posts per month.
Blogging Promotes Your Expertise & Authority
Again, this takes a little creative skill, but in all cases blog posts should promote your expertise and authority, even if only done subtly. A prospective customer reading your blog posts should be saying to themselves, “Yes, these people are who I want to do business with because they are clearly experts at <fill-in-the-blank>.”
Combine keyword-rich content that clearly establishes expertise, add appropriately engaging graphics, a highly visible call-to-action at the bottom of the blog post, and you’ve just hit an Internet Marketing Grand Slam!
Blogging Shows You Are an Active Business
Blogging shows that you are an active and progressive business. Again, think authority and expertise. Write blog posts about recent events at your business, new employees, new projects or recently completed projects (don’t forget pictures), special product offerings, case-studies, recent testimonials or thank you notes you’ve received – pretty much anything goes.
The more likely a prospective client can relate to the blog content they are reading (i.e. does it solve a problem they likely have?), the more powerful it becomes and simultaneously increases the likelihood of conversion. Again, make sure there is a call-to-action at the end of every blog post!
Blogging Gives Your Company a Competitive Advantage
A company that is actively blogging has a competitive advantage over its competition who is not blogging. What business couldn’t use a little competitive advantage?
“Leverage” Your Blog Post Content
Blog posts can be re-used as email newsletter content or social media post content. I call this “leveraging” content. Write something once and use it as many times as you can. This includes reposting it to your social media channels or using it in monthly e-newsletters.