Businesses, today, operate amidst radically changing technology and customer demands. Therefore, they can’t put less emphasis on building a strong web presence to attract and engage their customers.

The practice of content marketing focuses on creating and distributing quality content to targeted customers and adding value to a brand. The aim is to build brand awareness, funnel more traffic to websites, and improve conversion rate.

Marketers have been promoting their businesses through content marketing since very long, and over the years, this practice has evolved with the change in customer needs. Not much ago, outbound marketing was the pixie dust for businesses, but gradually became a passe. Then came inbound marketing, which allowed marketers to attract costumers instead of reaching them out. It was then when blogging surfaced as one of the potent formulae for brands to leave their mark in the industry.

For small businesses, blogging is an economical way to drive traffic to websites, improve inbound marketing endeavor, and gain potential customers. According to a survey, businesses with blogs bring 55% more traffic than businesses without blogs. And which company doesn’t want to boost its bottom line?

We’ve laid a few points below that highlights the importance of blogging for small businesses.

■ Boosts SEO for business

Almost every business owns a website today. However, creating a website isn’t sufficient. Blogging or providing unique content is an effective way to achieve high dwell time. And when a user bookmarks your blogs, it increases your chances to gain better SEO ranking. One way to accomplish this goal is to provide high-quality, relevant content to your visitors.

■ Creates trust among existing and potential customers

Online marketing has immensely helped marketers to contact in real-time with their customers. This has also wholly transformed the monotonous one-way conversation between brands and their customers. With active comment section in your blogs, you can take the customer engagement to a higher level.

■ Establishes a brand as an industry leader

Informative content is a way to tell your customers that you hold a rich-experience in your industry. This anchors trust for your business among customers. Blogs can successfully help you to gain traction with piqued customers’ interests, thus leading to increased inquiry and multiplied conversions.

■ Attract customers to your brand

Since you are providing relevant content, people are ought to get attracted to your business. Also, with blogs, you are connecting with your customers not just professionally, but you’re showing your personal visions and ambitions. Increased credibility helps you to strengthen your foothold in the market with more people trusting in your brand.

■ Imparts value in readers

Every business should make a conscious effort to make their customers realise that they care. This happens when you impart valuable information about your products or services that they might hold interest in knowing. An informed customer tends to bring more number of new customers.

■ Generate leads

This goes without saying that blogs with relevant keywords allow a business to acquire more online visibility. Increased visibility improves brand awareness and attracts more leads.

Take it this way; an improved website ranking in search engines results can be translated into more clicks. Therefore, you should always target to rank toward the top of the search results on page one, not on pages two or three.

■ Create opportunities by increasing brand awareness

A good ranking encourages the user to share your content in their circle, thus leads to an increased number of visitors. This is the reason why brands, these days, are approaching social media influencers for sponsorship. The more followers an individual has the more chances for brand exposure.

Now that we have discussed the importance of blogging in details, let’s find out how to start blogging for your business and if you’re already into blogging how to extract better results.

1. Maintain the blog consistency

You might not have the perfect streak at blogging, but that’s okay. The success mantra is to maintain consistency. If you have a target four blogs a month after which you run vacant for the next few months, your effort will go futile. One way to achieve consistency is to create a drafting and posting schedule. With consistency you will receive more traffic.

2. Run a thorough keyword research

Before you make your mind to write about a particular topic, you should know what people are already searching. This is where keyword research comes into the picture.

It is a process of looking for popular keywords that users are searching on the internet. For example, “how to correct your posture” is what people are searching. If you own a furniture store, you can go with a blog titled “Choosing the right ergonomic office chair to improve your posture.”

With interlinked keywords, your blogs have a better chance at ranking on search engines.

3. Add Visuals

This increases engagement rate, after all, people resonate more with pictures (and videos) than plain text. The main reason behind it is a low attention span. It is easier for a user to read and grasp information that comes with some visual elements like an infographic or a chart or even a short video.

4. Invite guest bloggers

We know your primary job is to run a business, and the quest to continually put blogs on your website can be challenging. A practical solution to this can be to approach people who might have an interest or influence in your domain. This can bring a new tone in your content for good, and chances are, you can click more with your users with the fresh content.

5. Address customers F&Q through your blogs

This is an ideal way to connect well with the customers. The reason being a business flourish more when it mitigates customer challenges. This increases your engagement rate with your customer and builds brand credibility.

Blogging doesn’t just help a brand by putting information content on its website; but it helps its it to see an uptake in sales. With blogging, customers won’t just start trusting you more, but will be pleased to buy your products and services. Blogging can be a vital tool in your marketing effort.

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