Why Blog? The Benefits of Blogging for Business and Marketing

With almost40亿人worldwide currently connected to the internet, there has never been a better time for businesses to include blogging in their marketing strategy.

Not only does blogging drive website traffic and promote your products and services, but it also helps you build trust with your potential customers.

In this post, we’re going to highlight the many benefits of blogging for business and how you can get started with creating relevant content that drives入站links and traffic to your site.

让我们开始吧。

The Benefits of Blogging for Business

许多人问一个问题starting a businessis whether blogging is worth it in 2021.

Short answer: Yes! And here the reasons why we say so.

1.它有助于吸引您的网站流量。

Raise your hand if you want more website visitors. Yeah, me too.

Now think about the ways people find your website:

• 他们可以将您的名字直接输入到浏览器中，但这是针对您已经拥有的观众。他们知道您是谁，您在他们的范围内，这并不能帮助您获得更多的流量。
• You could pay for traffic by buying an email list (don't you dare!），炸毁它们，希望有些人打开并单击电子邮件。但这很昂贵，你知道，illegal.
• You could pay for traffic by placing tons of付费广告,这并不违法,但仍然quite expensive. And the second you run out of money, your traffic stops coming, too.

So, how can you attract new traffic or readers to your site? You can throughbloggingand optimizing your site for搜索引擎.

这是它的工作方式。

Think about how many pages there are on your website. Probably not a ton, right? And think about how often you update those pages. Probably not that often, right?

Well, blogging is a great way to solve both of those problems.

每当您创建和发布博客文章时，one more indexed pageon your website, which means one more opportunity for you to show up on the search engine results page (SERP) and drive traffic to your website in organic search.

We'll get into more of the benefits of blogging on your SEO a bit later, but it's also one more cue to Google and other search engines that your website is active, and they should be checking in frequently to see what new content to surface.

2. You can repurpose blog content for social media.

Blogging for your business also helps you get discovered via social media. Every time you create a new article, you're creating content that people can在社交网络上分享— Twitter, LinkedIn, Facebook, Pinterest — which helps expose your business to a new audience that may not know you yet.

博客内容also helps keep your social media presence going.

Instead of asking your social media manager always to create brand new content for social media (or creating that content yourself), your blog can serve as that repository of content.

You're strengthening your social reach with blog content and driving new website visitors to your blog via your social channels. Quite a symbiotic relationship, I must say.

3.它有助于将流量转换为潜在客户。

既然您已经通过博客进入网站的流量了，则有机会将该网站流量转换为潜在客户。

Like every blog post you write is another indexed page, each post is a new opportunity togenerate new leads.

The way this works is straightforward: Just add alead-generating call-to-actionto every blog post.

Often, these calls-to-action lead to things like free ebooks, whitepapers, fact sheets, webinars, trials, or basically, any content asset for which someone would be willing to exchange their information.

对于那些不熟悉流量到铅转化的工作方式的人来说，这是非常清楚的，这很简单：

• Visitor comes to website
• 访客看到免费报价的通话行动
• Visitor clicks call-to-action and gets to a landing page, whichcontains a formfor them to fill in with their information
• 访客填写表格，提交信息并获得免费报价

If you scroll down in this blog post, you'll see a call-to-action button.

In fact, 99.9% of the blog posts we publish havecall-to-action buttons, and yours should, too. That is how you turn your website traffic into leads for your sales team.

4.它带来了长期的结果。

The best business blogs answer common questions their readers and customers have.

If you consistently create valuable content or articles for your target audience, it'll establish you as an industry leader or authority in their eyes.

Can you imagine the impact of sending an educational blog post you wrote to clear things up for a confused customer? Or how many more deals a salesperson could close if their leads discovered blog content written by their salesperson?

“建立权威”不是像交通和潜在客户那样具体的虚荣指标，但它是非常有力的东西。您可以使用它measure sales enablement.

Because at the end of the day, that's what many of your blog posts are.

Think about it:

• 假设潜在客户通过您公司中的人们写的博客文章找到对他们日常问题的答案。bob全站app在这种情况下，他们更有可能进入销售渠道，因为您过去的帮助，甚至在他们有兴趣向您购买任何东西之前，他们就会说了什么。
• 前景已经阅读你的博客文章ill typically enter the sales funnel with more knowledge of your products and services, your place in the market, and your industry. That makes for a far more productive sales conversation than one held between two relative strangers.
• Salespeople who encounter specific questions that require in-depth explanation or a documented answer can pull from an archive of blog posts. Not only do these articles help move the sales process along faster than if a sales rep had to create the assets from scratch, but they position the salesperson as a helpful resource to their prospect — thus helping to build trust.

5. Blogging helps with link building.

Inbound links or backlinksare among the200个因素谷歌算法认为当排名的网站on its search engine result page.Many experts小型企业主还认为反向链接是搜索引擎优化中第三大关键因素。

尽管生成入站链接是必不可少的，但41%of SEO experts say link building is the most challenging part of search optimization.

When you create articles that are not only valuable to your potential customers but also to other companies that your audience sees as industry leaders, it’d be easier to gain relevant links.

Links for authoritative websites serve as a vote of confidence or recommendation from other websites. And it signals to Google that you’re trustworthy and an expert in your industry.

Another benefit of backlinks is that they help you build yourdomain authority, which helps improve your overall discoverability in search engines.

6. It drives long-term results.

如果您可以去夏威夷旅行，去健身房，并根据需要入睡数小时，并且仍然能够吸引到您的网站的流量，那将是很棒的。

Good news, though! That's what blogging does — primarily through search engines.

Here's what I mean:

Imagine you sit down for an hour on Sunday to write and publish a blog post. Let’s say that blog post gets you 100 views and ten leads on Monday. You get another 50 views and five leads on Tuesday as a few more people find it on social media, and some of your subscribers get caught up on their email and RSS. But after a couple of days, most of the fanfare from that post dies down, and you've netted 150 views and 15 leads.

It's not over.

Since that post is now ranking, it means that for days, weeks, months, and years to come, you can continue to get traffic from that blog post. So while it may feel like day one or bust, in reality, blogging acts more like this:

So while you're hitting your snooze alarm, surfing in Hawaii, and pumping iron, you're also driving traffic and leads. The effort you put in yesterday can turn into hundreds of thousands of views and leads in the future.

更重要的是，您可以以许多创造性的方式将博客内容获利。诸如会员营销之类的商业模式意味着您可以从几乎任何主题的博客中获得收入 - 从化妆和美容到露营和摩托车。

There’sa wide variety of affiliate programsout there where you can generate an income from referring people to relevant products and services.

When it comes to blogging, most of your sales will likely come from your older articles.

每月在HubSpot博客上产生的流量中有一半以上来自前几个月发表的帖子。他们来自旧帖子。

The same goes for the leads generated in a current month — about 90% of the leads we generate every month come from blog posts published in previous months. Sometimes years ago.

我们将这些类型的博客文章称为“复杂”帖子。并非每个博客文章都适合此类别，但是您撰写的常绿博客文章越多，您就会越可能登陆其中一篇复杂的博客文章之一。

In our research, we've found that about每十个博客文章中有1个最终都会加重博客文章.

To me (and hopefully to you), this demonstrates the scalability of business blogging.

虽然您可能看不到立即的结果，但是随着时间的流逝，您将能够依靠可预测的流量和企业潜在客户，而无需任何其他资源投资 - 生成流量和这些线索的工作已经完成。

If you'd like to learn more about the long-term impact of blogging and how to reap even more benefits from the blog posts that are ranking in organic search for your business, check out this article,"The Blogging Tactic No One Is Talking About: Optimizing the Past."

7. It helps you share company news.

Another benefit blogging affords every big, and small business is a medium to share their company news and stories.

Blogs can contain not only articles but also news that highlight what a company is up to.

Have you hired a new content marketing manager? Share it on your blog.

Interviewed online marketing and industry experts? Post it on your blog.

Have a brilliant case study that showcases how your products and services help customers? Tell your audience about it on your blog.

您是主持当地的博览会还是贸易展览？通过您的博客引起关注。

Not only does sharing company news on your blog humanize your brand, but it also helps your audience see that you’re not always about selling.

Secondary Benefits of Business Blogging

企业可能想要的其他原因start a blog, but I think they're smaller and stray from the core benefits of blogging.

For example, I love to use our blog to test out extensive campaigns on the cheap before investing a lot of money and time into their creation. I also love to use our blog to help understand our persona better.

And while this shouldn't be their primary use, these are all significant usefulness of a business blog, but they're secondary benefits to me.

How to Start Blogging for your Business

You’ve seen the benefits your business blog can get you — more traffic, leads, authority, and a better relationship with your audience. And you’re undoubtedly itching to get started.

But how?

我们的指南how to start a successful bloghas everything you need.

Editor's Note: This post was originally published in November 2020 and has been updated for freshness, accuracy, and comprehensiveness.