I've found this to be a common question from my clients: Why should our business blog?
As you probably know, a blog is a web log, an online diary of sorts, where you can record and publish thoughts, observations, ideas, and useful and helpful information for others to read.
But why is this important for your business? On average, websites with blogs get 55% more traffic and 67% more leads than sites without them.
But just having a blog section is not what's important, it's updating it frequently with relevant posts that brings in the traffic. Most companies that have blogs post to them infrequently and allow them to grow stale, which ultimately provides little benefit. In order to provide any benefit to the company and their customers, blogs have to be updated regularly.
It's recommended to publish 4 posts a week to get the most benefit from a blog. But that can be a tough schedule to keep, especially when just getting started. Don't worry, though, writing two or even just one post per week will also get you results, although more slowly.
The next thing to consider is: What to write about? I recommend that before you start writing posts, you come up with a list of categories, or subjects, related to your area of expertise or your company's area of trade.
Consider what your customers or clients, your audience, are looking for and start jotting down ideas. Set a publishing schedule — did you know you can write posts and set them to publish in the future? You can pick out one day every couple of weeks, write a ton of blog posts, and schedule them to be published on the dates you choose.
Your blog posts don't have to be terribly long, either. Somewhere between 300 and 500 words work best. If you find yourself writing huge volumes on a subject, break it up into a series of smaller posts — try to keep each post focused and brief, but content rich.
Plan on this being a continuous, long-haul effort — you won't get immediate results from your blogging efforts, but it will pay off. Make sure you have Analytics running, then start blogging. Compare today's traffic with what it is in six months and a year from now. You will be happily surprised with the results you get and it wont have cost you anything other than a bit of time and effort.
And in addition to traffic, you'll be improving your customer's trust, too — more than 60% of consumers say they feel better about doing business with a company that has an active blog.