As content marketing has continued to garner popularity in recent years, blogs have become a top contender as a form of content on websites. Not only do blogs help a consumer better connect with a brand via the sharing of information and helpful content, but they also help with SEO in a way that is costly to ignore: Tech Client found that websites that utilize blogs have a 434% chance of ranking higher in search engine results.

More and more websites are taking notice of this opportunity and owning their SEO rankings and client relationships. Read on to learn why everyone is adding blog content to their websites, and how you can jump on the bandwagon.

Blogs create content to share on social media

Companies often come up dry on social media posts. After all, you can only post about your products and services so much. A consistent posting schedule is one of the most important facets of running social channels and making the algorithm work for you, as the algorithm favors frequent posting. Lauren Payne shared that your company should ideally be posting every single day.

"Organic reach, which is the number of people you reach without paying to boost an advertisement or post, can reach only a certain amount of people," she writes. "Each time you post is another opportunity to reach your audience."

Blogs create additional opportunities and ideas for social media posts. Find a high quality stock photo that's relevant to the blog post, add in the company logo and the blog post title, and give an overview of what readers will learn from the blog post in the caption. When done correctly, it can generate significant traffic from your social sites to your website.

Because blogs and social media posts work so well to promote one another, take a step back and create a robust social strategy before diving in. Decide how often you're going to post on your blog, how often those blog posts will be referenced on social media, and what design approach you'll take for the social media posts. Consistency is key.

Many websites offer the ability to schedule blog posts ahead of time. Align these scheduling times with Buffer or Hootsuite scheduled social media posts, so that everything goes live at the same time. And, make sure to incorporate a host of relevant hashtags related to your blog post.

Blogs create a human connection with website visitors.

Blogs also establish your company's voice as one of authority and influence in a way that resonates with consumers. Evercoach found that 81% of online consumers trust information and advice from blogs.

"Personalizing is a great way to show customers that you care about more than just their cash and that they're more than just numbers at the end of the day," says Solomon Karr, CEO of Manualsbrain. If your blogs tell stories, share advice, and humbly promote the company, you have a far higher chance of converting those website visitors to customers than if they're just looking at your website content.

When optimized, blogs can bring your company to the top of Google Search rankings.

In the same way that keywords on a website's homepage are interwoven to help with SEO, keywords throughout blog posts add an extra boost. Keywords should be used tactfully throughout the title and body of a blog post as much as possible. But, make sure the frequency isn't too noticeable, or else it will appear unnatural.

Inbound links used within blogs help with SEO, too. Be sure to hyperlink words and phrases with other links on your website. For example: if your company offers editing services, hyperlink your services page on relevant phrases in your blog, such as "An editor can help you..." Rintu Biswas writes that this is a prime way to keep visitors on the website longer and enhance their navigational experience.

Beginning the blog creation process can seem overwhelming, but it's a critical part of today's digital marketing trends. Consider outsourcing the content creation portion to someone, or create a role on your team solely for a gifted writer who can incorporate keywords and relevant headlines into blogs that consumers will read.

Published on: Feb 4, 2020
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