by Alecia Wright

Oftentimes as I’m writing a blog, I’m cognizant of getting my point across: What do I want readers to take away from reading this post? This is a repeatable pattern.

On a larger scale, it is important to consider why companies run blogs in the first place. It’s easy to get caught up in the minute logistics of an individual blog post, but you must keep the bigger picture in mind.

Some companies like Instagram and Virgin Atlantic seemingly don’t need blogs based on their services offered —  but they write anyway. Why?

Why blogging is good for your business:

  • Generates traffic
  • Reinforces your strategic marketing plan
  • Gain/share professional recognition –> Build network
  • Displays your knowledge
  • Engages readers & Attracts new clients

1. Content Gives your Site TRAFFIC

Writing blogs helps build your audience of consumers/readers. Maybe one of your blogs answers a question they’ve been wondering, and they share the post with a colleague. You can’t have a successful site if people aren’t visiting it.

Also, according to Omnivore Digital Marketing Agency:

Blogging + Social Media + Search Engines = Lead Generation Traffic

Lastly, blogs get indexed in search engines to improve SEO. According to QuickSprout, websites that blog typically have 97% more inbound links, and links are still the #1 factor in Google’s ranking algorithm.

Remember this is a digital world.  In marketing, you must be present on every platform you can– social media and more– to help generate leads online.

2. Reinforces your Strategic Marketing Plan

Content is crucial to your company’s brand and further supports its vision.  Dedicating time to write blogs shows dedication to your company as a whole and can also generate leads. According to marketing strategist Heidi Cohen, “A successful business blog connects the rest of your content marketing and makes it shine.”  In this way, your blog is your brand’s voice.

3. Gain/Share Professional Recognition & Build your Network

This is an important one. By actively reading blogs, you can learn and also possibly forge a meaningful business relationship. Maybe you can interview a colleague and feature their thoughts on your blog, further promoting their work. Blogs are a great tool for collaboration.

In fact, Matchnode wrote a post interviewing 4 entrepreneurs about advice they would give about creating meaningful relationships in the business world. Read our advisory post here.

4. Display your Knowledge & Offer Insights

Covering a variety of engaging blog topics makes you credible to consumers – You understand your industry and can write about various components of it in an articulate way. A blog is an opportunity to hone your strengths and write about topics you’re genuinely interested in.

5. Keep Readers Engaged = Opportunity to Attract New Clients

Your blog might answer questions they’re asking, or maybe something you write inspires them. After all, readers are prospective clients.

Here are some of our favorite blogs to read:

Kissmetrics Marketing Blog

Orbit Media’s Marketing Blog

The Moz Blog

Overall blogging is a creative and crucial exercise that reinforces your company’s brand, helps your SEO, and displays your knowledge.  In being consistently dedicated to nurturing and promoting blog’s content, it process that pays off long-term.