I’d like to wager that if you’re reading this article, you fall into one of these three groups:
You’re still torn whether to pursue a blog for your website is a good idea
You’re undecided whether to do it yourself, hire an in-house writer, or outsource it elsewhere
You’re just getting started with your business and want to make sure you’re in the right direction
Whatever the case is, blogging has proven to be essential in today’s day and age.
There’s 4.88 billion people who uses the internet—that’s 61.8% of the world’s total according to Statista’s Oct 2021 data. That’s how big of an opportunity you are missing if your business isn’t found on the internet where these people are. A site is a must, but so is the blog in it.
If you already have a website, think about how often you update its pages. Probably not very often, right? Because search engines prioritize giving value to searchers, your site can be deprioritized and pushed further down the pages in the Search Engine Results Page (SERP) because there’s not much to see and not many activities for engine spiders to crawl in.
Building a blog helps you address that. Every time you publish a blog post, it’s one additional page that search engines can index. This means it’s one more opportunity for you to show up on SERP when people search. It helps you drive website traffic and build trust with your potential customers. In doing so, you also contribute to valuable insights that people look for when they browse the web.
The benefits of blogging to your website
Writing content can be challenging, but not if you do it right. Whether you want to do it yourself or hire a content writer, blogging is one of the things you need to start as early as you can as you evolve your business. It’s a step to help you stand out from your competitors, among many other reasons why it’s important for small and medium businesses:
Nurtures your online presence
In today’s digital-centric world, almost everyone uses the internet. From personal shopping to finding information, from communicating with colleagues to seeking entertainment. One of the first things that people do when they want to learn more about a product or service is check the business’ website or social media accounts for information or contact details. If your business is not online or if you don’t have up-to-date details, then you’re driving them straight to your competitors.
Drives traffic to your website
Think of the ways you can drive traffic to your website. Maybe when someone types your business name on Google—but that’s for people who already know who you are; or you pay for ads to bring traffic—while effective, can cost a lot of money.
As a cost-effective solution, organically bringing new people to your site is the best option. By blogging relevant content and optimizing it for search engines, your posts can show up in search results even without paying the big ad bucks. Continuously publishing valuable and optimized content can help your website become a trustworthy resource for your potential customers.
Establish authority and expertise
Writing about important topics relevant to your audience and your business establishes yourself as an authority in the space. If you consistently create valuable content for your target market, it illustrates to your readers that you are knowledgeable in the topic and a credible source of information. This can eventually lead them to subscribe to your content or purchase your products or services.
Converts traffic to leads
With traffic coming to your site, you get the opportunity to convert them into buyers or leads for your business. These leads can be captured by adding a call-to-action (CTA) button to each blog post you write. These CTA buttons can be free eBooks, webinars, trials, or any other asset for which someone would be willing to exchange their personal information for.
Once they provide this, you can contact them to introduce them to your other objectives or call-to-action, such as offering sales demos, nudging them to purchase, or convincing them to subscribe to your services. This strategy is a proven method to generate leads even for big businesses and enterprises.
Helps your site rank better on search engines
Backlinks (or inbound links) are among the 200 ranking factors that Google algorithm considers when ranking a site on the SERP. Creating posts that are valuable to both your target audience and to other companies signals to search engines like Google that you’re trustworthy and expert in the industry. This trust is a currency that search engines use to assess the value of your content.
Backlinks also help build your Domain Authority (DA), which helps improve your overall discoverability in search engines.
Why you need to hire a blog writer now
If you don’t have enough time to blog for your business, then hiring a content writer is another way to go. As a business owner, you need someone who can take the time to understand your business and turn the information into engaging content with minimal inputs and editing from your end. This can save you time so you can focus on evolving your business while your website and blog moves in parallel with its development.