Writing by Brick Marketing in Content Marketing
If you’ve optimized your site and started link building, but still aren’t seeing the increase in traffic that you’d like- what options do you have? If you don’t currently have a business blog that is attached to your website, that’s the first place to start. An active business blog has the following benefits:
Gets search engine spiders to return
The search engine spiders crawl the web to determine what websites would be the best possible result for a searcher. Whenever something new is published on the web, the spiders find it, and index it. If you have a static site that is never updated, the search engines have no reason to return. The search engines favor websites that are continually updated with new content. Essentially, each new blog post that is published adds another “fresh” page to your website.
Search engine results page (SERP) real estate
The number of web pages to compete with is astronomical. If you want to improve the chances of being found in the search engines, you need to create search engine friendly content. The search engines don’t rank websites as a whole. They rank pages. If you target a long tail keyword in the title of a blog post, it will get indexed, and eventually rank for that search term whereas your homepage would not.
Fuels social media
Many businesses understand that social media is an important part of a marketing strategy today, but aren’t quite sure what to post. If you have an active blog you can share your most recent blog posts with your followers. This will help keep your social media account active and will also improve your social signals, which is a ranking factor. If your blog posts are good they will get re-tweeted, Liked, Shared, etc.
Provides newsletter content
If you have an active business blog there is no need to fret over what to write in a newsletter. The majority of the work has already been done! Include links to your most recent blog posts and include some information about what is going on within your business.
As long as your content is good, people will link to it as a resource. These deep, natural links help to establish your trust with the search engines.
People want to work with other people, not faceless/nameless corporate robots. A blog is a more informal way to market your business and allow some brand personality to shine through.
As long as you keep your blog active and write content that is actually beneficial to your target audience and promote/share it, the blog will generate traffic to your website. If visitors like what they see on the blog they might click around the other pages of your site increasing the likelihood that they will become a lead or make a purchase.