When done correctly, having a blog on your website is a very effective way to build an authoritative Web presence, increase engagement with your audience, and increase your site’s visibility in search engines which will in time lead to an increase in traffic.
The consistent creation and publication of unique, valuable content that demonstrates your business’ ability to understand and solve the problems your potential clients may be seeking solutions to is a sure path to increasing conversions.
What is a blog?
This might seem like a silly question, but ask 10 different people to define a blog and you’re likely to get 10 different answers. A blog is a collection of content created with the purpose of engaging an audience. So therefore ‘blogging’ is the art of creating content for consumption.
Content created for consumption. Think about that for a minute. It’s not content for content’s sake. That won’t get you anywhere. Not only will it bore your audience, but it won’t do your site any favors with respect to search engine placement, either.
The content can be in any number of formats. The most common formats are written, video and podcasts.
Why have a blog on your website?
Why have a blog? Because it puts a voice to your business and institutes a human element to your company that otherwise may not have been there.
Instead of the perception many companies fall into – that of a nameless, faceless, soulless entity whose sole existence is for taking in revenue, you can engage your potential clients and partners by offering them valuable information in a friendly, easy to consume manner that will build trust and loyalty – a feat that was exponentially more difficult just 10 years ago.