Blogging your way to success

Last month I wrote a blog on “7 Tips on creating a business blog that works!” If you still think that blogging is not for your business, here are a few things to know on what you might be missing out on.

An important part of your social media marketing strategy should be the creation of content to share with your audience on social channels. According to Social Media B2B, companies that blog generate 67% more leads than companies that don’t blog. You may find that when doing a search on Google, a blog that contains what you’re searching is on the first page of the search result.

What Is Business Blogging?

What's the difference between regular blogging and business blogging? And why do we do it? What's the goal of it all?

Business blogging is a marketing tactic that uses blogging to get your business more online visibility. Blogging is the act of creating short-form content. A blog post is posted to your website's "blog", a section of your website where you house all of those posts. 

It's also important to note that when you're doing business blogging, your blog posts are about a particular subject matter related to your business. Online visibility is being able to be found and seen on the internet. This could mean your business pops up a lot in search engines, on social media, on other people's blogs as a guest writer, etc. Business blogging is one way to help get your business out in front of people looking for your products or services on the internet.

Difference between business blogging and regular blogging

People have personal blogs but business blogging is different as your blog is neither a hobby, like many people's personal blogs, nor the primary way your business makes money because your blog is just your entire business. A business blog is a marketing channel (just like social media, direct mail, email marketing, etc.) that helps support business growth by driving traffic to your website and providing opportunities for that traffic to convert in some way. Some aim to turn traffic into leads to hand over to a sales team, others may aim to convert traffic into customers via an online transaction but ultimately, business blogging will initiate conversions that drive more business.

Visibility: Blogging increases the chances your business will be found because each new blog post creates a new indexable page. Every time you publish a blog post and create a new web page, you create one more opportunity for your site to rank in search and appear for the queries people are entering into search engines. When someone searches on Google for something like, "What to do if I have a tight marketing budget," hopefully one of COO’EE’s blog posts will show up on the first page! Surprisingly enough, it does and we are on 2nd position for that search term.

You can apply this logic to other digital channels, too. For instance, every time you publish a new blog post, it's one more opportunity for someone to share that post on social media, getting it out in front of a new audience. It's also one more opportunity for another site to link to your post, giving you some great SEO juice.

In short, business blogging is a low-cost way to create opportunities to get your website found by the people that you want to find it, so you can generate new leads and customers for your business.

Increased credibility: If you consistently write content that is fantastically helpful and relevant to your readers, you will start to be known as a “thought leader,” a.k.a. someone who is viewed as an authority in their field.

Lead generation: Take a blog article and pair it with a piece of gated content, like an e-book where the reader has to share their name and email address to get access.

Statistics show that: 

• 61% of consumers have made a purchase based on a blog post that they read.

• 60% of consumers feel positive about a company after reading its blog.

• 70% of consumers learn about a company through its blog versus ads.