The 10 Essential Reasons Why Your Business Website Needs a Blog

The 10 Essential Reasons Why Your Business Website Needs a Blog

Do you run a business that has a website, but not a blog? Wake up and smell the Bitcoins: this is 2014 and if your business is not active on social media and blogging about its strengths, then you seriously need to do something about it stat. Still not convinced? Read on for the ten main reasons why any corporate website needs a blog.

the importance of a corporate blog

1. Company website or online brochure?

What do you think prospective clients are more likely to engage with? A static website, which basically acts and looks like an online brochure, or one with regularly updated fresh content? To really begin to answer that question, look at the most important digital trends of the past year. What do people like? Social media. And just how do you expect them to share information about your great business, if all they’re seeing is a big brochure, with nothing new to keep them interested. But add a blog (and a social media plug-in or two) and watch how traffic slowly increases and the new business opportunities start pouring in.

2. Google loves blogs

In fact, Google loves doing good business (which is what you should be striving for, too). Their business is to provide people with answers to the questions they’re posing themselves – and what better way to do this, than by promoting blogs that are fresh, relevant, and regularly updated. While there are millions of static websites out there, the ones that show up in Google’s rankings are those that keep things engaging for readers and, implicitly, for Google as well. Since the release of the Google Hummingbird update there’s no doubt about it: Google loves good content and there’s no better way to provide it than via a blog.

3. Blogs create experts

Another feature that Google has been pushing for is that of Authorship Markup. In today’s world, you will want to link the content you provide with your identity, as presented on Google+. Google credits authors that write regularly on a given topic with an aura of expertise. And where Google goes, its users unfailingly follow suit. With the aura of expertise gracing your market presence, don’t be surprised when you start receiving outreach queries and backlinks from competitors or media outlets in your field.

4. A blog is a brand

Think of it this way: when you first opened your business, you invested into visual elements of your brand identity, as well as in corporate policies and culture. Why, then, would you make the conscious decision of not investing in a voice for your brand? That’s precisely what a blog does: it adds a voice and a heart to your brand. In less poetic terms, it makes your brand look consistent and believable – the kind of presence that consumers will want to associate with, once they become convinced of the quality information your blog can provide them with.

5. Blog = Online marketing strategy

Newbies will tell you that there isn’t much more to online marketing strategies than a couple of SEO ticks, implemented here and there. The truth is different though. Driving traffic to a website and ranking highly in Google’s SERPs all starts from a good, regularly updated blog. The same can be said about social media presence and all the strategizing it entails. Without a blog, you cannot start building any of these things – the blog is the stepping stone of any efficient contemporary online marketing strategy.

6. Blogs show consumers you listen

If you had to think of the five top questions your ideal clients would ask themselves about their business, what would you answer? Try that exercise in all seriousness and write a blog post for each. Then, make sure you answer all relevant comments in a timely, polite way – and don’t worry about flaming, trolling, or spamming, either. There are some great comment moderation plugins out there, as well as sites that receive thousands of comments every day. Moderating comments may be time consuming, but it’s also rewarding, as far as marketing goes, because it’s one of those rare instances in which you get to interact directly with the consumer.

7. Blogs hone better businesses

The above point brings us to the link between community feedback and the drive for improving your business. Of course, you can survey, strategize, and plan all you want – in fact, these are all important elements of your business plan. However, also take into account that a blog is a form of unmediated contact with the trendsetters and game-changers in your niche. Listen to what they have to say, because their opinions will usually steer your business into a better direction.

8. Blogs are perfect for PR

Aside from the topics that you will want to cover, in order to respond to your clients’ needs, you should also see massive benefits from your blog, in terms of public relations. That’s because a blog is a great platform for reaching out to publications and other companies in your field. It’s a wonderful venue to promote your Corporate Social Responsibility agenda. Last, but not least, it’s the soapbox off which you will want to announce all the latest releases and updates regarding your company.

9. Blogs build databases

Would you ever subscribe to a website without a blog? Of course not, no matter how interested you are in the services of the company behind that blog. Subscriptions, of course, are based on e-mail addresses; and while we’re not encouraging any unorthodox strategies, it’s plainly obvious that any reader who trusts you enough to subscribe to your posts and newsletters is a potential business lead. Don’t hesitate to shower your subscribers with periodic goodies, such as eBooks and other forms of subscribers’ only content that will make them trust you even more.

10. Blogs bring better business

The age of the hard-sell is over – nowadays, with the sluggish economy still dragging its feet around, everybody’s selling softly, as in a process of never-ending marketing seduction. A blog is an amazing tool, in this sense, because it has the potential to catalyze business from educated audience. You don’t need to sell hard to them, because they know the field, they trust you, and they would probably even want to become unofficial brand ambassadors for you.