Blogging for a business can boost brand awareness, provide in-depth consumer education, and cultivate trust. Businesses, from small companies to large corporations, can benefit from business blogging. While business websites might have low traffic, blogging can boost traffic and domain authority.
Read on to learn about the key benefits of business blogging and how to create an engaging blog for your business and industry.
What Is Business Blogging?
Blogging for a business is content created specifically for educating and engaging audiences. Many companies see blogging as a content marketing tactic to improve online visibility. However, blogging extends beyond visibility. In fact, blogging is the top priority of 53% of marketers.
Business blogging can range from how-to guides to lists. Below you’ll find all the information you need to start business blogging and how to measure blogging success. Whether you’re starting a small business or have a large, established company, business blogging can drive growth. You can do business blogging even if you’re starting a business with no money.
Business Blogging vs. Regular Blogging
Business blogging and regular blogging have completely different target audiences and purposes. Business blogging is a blog specifically designed for a business to promote its products and services.
Regular blogging is done by individuals to share personal interests, talent, or information. Regular blogging can be on any topic, from travel to food to sports commentary. Some personal blogs are also used as personal journals.
Business blogging: Aims to promote and support a business or brand. Focuses include generating leads, driving traffic to the company’s website, increasing brand visibility, and ultimately, driving business growth.
Regular blogging: Covers a broader range of topics and themes. It can be a personal hobby or a platform for sharing ideas, experiences, opinions, and creative content. Regular bloggers may or may not have a specific business agenda or commercial objectives.
Importance of Business Blogging for Companies
The benefits of business blogging range from driving website traffic to organic engagement. Here’s what you can expect from building a business blog:
Drive Traffic to Your Website
Website traffic means more eyes on your products and services. Generally, the greater the traffic, the higher the conversions. Clients who enjoy the business blog will return specifically for that. You’ll also be able to email clients with new blog posts, thus boosting website traffic.
Convert Traffic into Leads
Blogging can be a powerful vehicle to engage clients and convert leads. You can create informative and persuasive content highlighting your company’s offerings, features, benefits, and unique selling propositions. Thus, influencing potential customers already on the site into new customers or future leads. With blogging, you can also capture client information to join the mailing list, building future leads.
Whether you use blogging to highlight specific products or services or to offer educational content, you’ll be able to provide customers with valuable information that can create new leads and lead to a greater understanding of your company’s value.
Increase Brand Awareness
In the age of social media, where a split second of hovering on a post can lead to increased market shares, brands need every advantage they can get. Blogging with social media share buttons can help to increase brand awareness and reach. Email blasts can also keep your company at the forefront of consumers’ minds.
Establish Thought Leadership
Business blogging also allows companies to establish themselves as thought leaders and industry experts. By sharing insights, knowledge, and expertise through blog posts, companies can position themselves as credible sources of information. Thought leadership can position brands as a trusted authority for their target audience, offering valuable insight.
Blogging for businesses is a way to engage directly with customers. When customers respond with comments or questions, businesses have the opportunity to improve relationships with customers and engage organically. Also, if you want more on engagement and business growth, check out the Doola blog.
Contribute to Social Media Efforts
Business blogging and social media offer symbiotic support in social media efforts. Blogs serve as a valuable source of content for social media platforms, and social media can drive a larger audience to business blogs. Sharing blog posts on social media channels can help companies engage with followers, drive traffic to the website, encourage social sharing, and grow their online presence.
Helps with Link-Building
Business blogging allows you to collaborate with industry experts and build organic links, and link-building will increase your website’s domain authority and organic ranking.
Types of Content that Work Well for Business Blogging
Businesses can use various types of content to increase engagement and blogging formats. These include:
A how-to guide offers unique information and insights on common topics related to products and service offerings. This can include step-by-step guides and tutorials that offer valuable information to the audience. Consider offering an understanding of using a product or solving a specific problem. How-to guides establish the company as an authority and demonstrate expertise to establish your company as a thought leader.
Lists usually rank well on search engines and offer useful insight. Start a list with a number, like “20 ways to build your brand,” “10 great ways to host a summer picnic,” “7 types of indestructible flooring,” or any other numbered list that relates to the topic content.
Share news, trends, and updates relevant to the industry to keep the audience informed. Keeping your clients updated on current information positions the company as a reliable source of industry insights. Regular updates and insights build credibility and attract professionals seeking the latest information.
A picture is worth a thousand words! And infographics stand out as a simple method to distill industry and product-specific information. Visual content, such as infographics, charts, and diagrams, can effectively convey complex information in a visually appealing and easily digestible format. Visuals help grab attention and enhance the overall readability of the blog posts. Combining infographics with text creates a simple, clear, and actionable blog post.
Customer Success Stories
Anecdotal evidence is a powerful tool for selling products and services. Customer success stories lend authenticity to brand marketing and build consumer trust. Highlight positive reviews and comments with photos and additional information.
Choosing stories that align with your target audience’s interests and pain points will improve customer engagement. Identify and select compelling success stories from customers who have experienced significant results, achieved goals, or overcame challenges using your products or services.
How to Measure the Success of Your Business Blogs?
Measuring your business blog’s success varies depending on your goal. Here are the measures of success to consider:
1. Identify Your Business Goals
First, identify your business goals, whether it is increased website traffic lead generation, or customer engagement. Business goals can also change over time. Consider which key metrics you’ll focus on first and monitor performance over the first month before adjusting strategy.
2. Set Specific Metrics
Specific metrics to measure goals can include page views, time on site, click-through rates, or conversion rates. Google Analytics can provide these insights and more.
3. Use Analytics Tools
Google Analytics, HubSpot, or other analytics tools can allow you to track a customer’s journey. They will show you how customers arrive at your page, and which pages they’re staying on or engaging with. Find what works, and build on that. If you want to measure the success of your business blog, analytics are essential.
4. Analyze Your Data
Use analytics to identify the trends and patterns in your blog’s performance. Look for areas of success and areas that need improvement. Capitalize on areas of success and consider new strategies for weak points.
5. Make Adjustments and Improve Continuously
Like all aspects of business, striving for continuous improvement is essential. Monitor progress, and use analytics to make adjustments to your blog content, format, and promotion strategies. Regularly review and adjust your metrics to ensure your blog continues to meet business goals.
Blogging for Business Growth
Blogging can be a powerful way to connect with your audience and can lead to significant company growth. Whether you’re a new business or a large corporation, beyond selecting a business structure and building clients, blogging can improve client relations, customer engagement, and company thought leadership.
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How often should businesses publish blog posts?
Posting frequency on a business blog can vary based on your industry and goals. For most businesses, one post per week is sufficient to build substantial content. The main thing is consistency: pick a schedule and stick to it!
How can businesses promote their blog posts?
Businesses can promote their blog posts through social media and email blasts to their mailing lists.
Should businesses allow guest bloggers on their blogs?
Yes! Guest bloggers, especially industry experts, can add interest and insight to a business blog and build organic backlinks (when they link to the business blog).
Can businesses monetize their blog?
Yes, businesses can monetize their blog through banner ads, sponsored posts, or affiliate marketing. However, the most powerful way for businesses to monetize their blog is to promote their products or services for higher conversions and sales.
What are some common mistakes businesses make when blogging?
Common blogging mistakes include choosing the wrong blog topics for the audience, not publishing frequently or consistently, and having multiple content creators without a consistent plan. Additionally, business blogs may develop content that’s not user-focused, not comprehensive enough, poorly formatted, or without proper SEO and interlinking.