4 Reasons Businesses Need Blogs

Why should a business have a blog? Though they were once used primarily by individuals who wanted to have a personal, confessional corner of the internet, blogs are now an important tool for businesses to use in improving their web presence. Blogging for business is different than blogging as a personal endeavor, and a well-trained marketing professional can help you navigate the difference.


Improve Search Rankings


Blogs often help businesses boost their positions on search rankings, which ultimately gets more traffic and more customers to their site. Search engine optimization (SEO) is complicated, but the basic idea is that a higher ranking is more valuable than a low ranking. In order to rank higher, a website needs to have authority, which, in the context of SEO, refers to a site’s compatibility with a search engine’s ranking criteria. Authority is another complex subject, but if your site has informative, well-written content, is updated frequently and includes links both to your own site and other popular, reputable websites, you’ll gain authority and boost your position in the search ranking. A blog is one of the most effective tools for creating this kind of content and placing these links.


Define Your Brand


A well-rounded branding presentation will include multiple facets, and simply presenting your services and a charming “About Us” section isn’t enough. Just as social media can create a unique impression on prospective customers, the blog section of a business website can set the brand apart from the competition in a positive way. Brand websites without blogs feel incomplete, and there’s a big missed opportunity there to show some expertise about topics that are relevant to a given industry. Establishing an authoritative voice through the blog section is be a positive move for businesses that are trying to get a stronger foothold in the digital space.


Connect With Your Audience


Clients and customers often want to connect with businesses on a more human level. While the digital ecommerce environment makes shopping quick and easy for those who know what they want, shoppers who are still making up their minds or aren’t yet sure if they like a business can find a more personal connection through the blog. The blog section of a business site can help establish a friendly, approachable voice that appeals to uncertain consumers. Plus, blog posts make excellent interactive content for social media posts. Links from Twitter or Facebook to a company blog site ultimately drive traffic where it needs to go and gives customers something to discuss.


Illustrate Your Product


Blogs are also an effective means of showing in-depth information about how a product can be used. For example, a business that sells leather sofas can use blog posts to describe different ways to style a leather sofa in different parts of the house or discuss current furniture trends and how leather sofas can work with those trendy styles. This provides inspiration for the customer and puts the product in context for real-world usage. It’s a much more dimensional presentation than simply providing product copy and some photos.

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